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advertising coloration

in animals, the use of biological coloration to make an organism unique and highly visible as compared with the background, thereby providing easily perceived information as to its location, identity, and movement. Such advertisement may serve the function of attracting individuals in order to enter into some advantageous interaction (e.g., courtship for reproductive purposes) or of warning or repelling other organisms

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Encyclopedia Britannica, 2008. Encyclopedia Britannica Online.
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