You want to put an animal in an ad concept, one that will be seen globally, but you don't know what that animal means in Japan or Greece, or wherever. The info below should help you make that decision without making an embarrassing mistake.

	Lion–Emblem for royalty, strength, conquest, valor, wisdom, pride, authority, courage and protection. An ancient symbol of the sun, and embodies earthly power making it the enemy of the eagle. The lioness, represents the moon, femininity and fierce motherhood. In Hinduism, the lion is an avatar of Vishnu, the mount of Durga (destroyer of demons, and the attribute of Devi. To Buddhist, it is the defender of the law. In Christianity, it can personify God. Many Asian cultures believe the lion protects against demons.
	Tiger—In China, the tiger and not the lion is seen as the king of beasts. It has great symbolic significance in the East, where it is regarded as representing vital animal energy, power, ferocity, royalty and, thus protection. It protects graves and was a Chinese guardian of hunting. To Buddhist, as tiger finding a path through the jungle symbolizes spiritual struggle. In the Chinese zodiac, it symbolizes courage, enthusiasm and generosity. In Japan it was believed to live for 1000 years and signifies war. For the Hindu, it means loss of control.
	Bear—A symbol of bravery and strength. It is the emblem of Russia and the Swiss city of Bern. Siberian cultures see the bear as an instructor of shamans. Because it hibernates, it can signify resurrection. It's linked to the moon as was sacred to the Greek goddess Artemis. In Christianity, the bear signify's bad temper, evil, cruelty, crudeness, greed and sometimes Satan. In psychoanalysis, The bear represents the dangers of the unconscious.
	Jaguar—Greatest meaning among the native tribes of Central America, descendents of Aztec and Mayans. In Mayan belief, it is considered the master of animals, creature of the underworld who guides souls of the dead. Symbolizes the sun, thunder and rain and a guide to shamans.
	Elephant—Most powerful in Africa and Asia. Strength, royalty, dignity, patience, wisdom, longevity, and happiness. A large symbol of good luck, especially when it's trunk is pointed up. Represents status and power since it was the mount of royalty. Symbolizes longevity and long memory (an elephant never forgets) which has been born out in recent years with discovery of their familial mourning rituals. In Buddhism, it it patience, wisdom and is the Jewel of the Law. In HIndu, wisdom also. In Christianity, it personifies chastity and temperance and is also a symbol of Christ trampling a serpent. The term "white elephant" comes from Thailand, and signifies a worthless object. Since 1874, when Harper's Weekly published a cartoon of an elephant trampling on inflation and chaos, it has been the symbol of the Republican Party.
	Camel— Most cultures see it as the symbol of arrogance, wilfulness, laziness and bad temper. Yet countries that use it as a beast of burden see it in a more positive light. In Africa, it is a symbol of sobriety, and in Christianity, temperance and as an approved animal because it drops to it's knees to receive it's burden, as if before God thus humility and obedience.
	Stag or Hart—a universally positive symbol of life, wisdom and virility. Because of the branches of it's antlers, some cultures equate it with the tree of life. Because it gets new antlers every year, it's a symbol of regeneration. The Celts believed the stag leads souls through the darkness and was the emblem of warriors and hunter gods. The Chinese regard it as extremely virile due to it's mating habits, as well as an emblem of happiness. The stag was sacred to Artemis. In Christianity, it symbolizes purity, solitude and as the enemy of the serpent, Christ. In Buddhism, it represents knowledge.
	Wolf—Very complex symbolism, it can represent evil, cruelty, ferocity, avarice and the deadly sins of gluttony and covetousness. On the other hand, it represents maternal love and valour.In Chine, a sacred wolf guards the heavenly palace, to Mongolians it is the ancestor of Genghis Khan. In Hinduism, it is a sign of night and the mount of terrible deities. In Norse lore, it can mean victory. Native Americans regard the wolf as a friendly spiritual guide. In medieval times, it was regards as a creature of Satan and ridden by witches. The popular tradition of the werewolf signifies the violence that underlies the superficial calm of civilization.
	Coyote—He's cunning, so he's mistrusted, yet respected by Native American cultures. Some tribes see him as the epitome of evil and as a creature of the night. It is seen as the bringer of floods, harsh winter and death. However, west of the Rockies, it is considered the chief of animals and is considered the trickster, a mischief maker, but occasional friend to humans.
	Fox—In Western culture, the fox is a symbol of base cunning, hypocrisy and trickery (Thus Fox News). Some Native Americans see it's shyness as wisdom in and the East it symbolizes longevity and transformation. In Japan, it is a rain spirit and a messenger of the rice god. A black fox is good luck, a white fox is disaster and three foxes absolute calamity. The Chinese see it with suspicion. In Christianity, it is associated with heresy, and the sins of deceit, injustice, greed and lust.
	Rabbit—because nocturnal, they represent the moon, death and rebirth, fertility and good fortune. The hare-headed Saxon goddess of spring, Eostre (Oestra), is the origin of the Easter Bunny and Easter Egg symbolism of life renewal. Was an emblem of the Chinese emperor and signified longevity with it's connection to the moon. The white hare, as the guardian of animals, signifies divinity and the red and black, good fortune and prosperity. To Buddhist, it's the symbol of self-sacrifice. They were considered magical during the middle ages due to their procreative powers. Thus carrying a rabbit's foot was believed to protect against evil and bring good luck.
	Horse—Considered a noble animal, the horse represents courage, grace and speed, as well as virility in Western tradition. The white horse is solar, but can also signify the sea and moon; the black horse, however, is a sign of death and destruction. In Chinese Buddhism, the winged horse carries the Book of Law. In Japan, the goddess of mercy can take the form of the horse. In Islam the horse signifies happiness. Christians regard the horse as a symbol of courage, generosity and the swiftness of life. The four horses of the Apocalypse are white (pestilence), red (war), black (famine) and pale (death).
	Cat—In Egypt it was sacred until the middle ages when it became known as the familiar of witches. And then forth associated with negative symbols, although in some countries a black cat can be the bringer of good luck. In Western cultures, because of this association the cat is perceived as cruel, deceitful and malevolent. Female cats were considered promiscuous and signified lustful women; their nine lives were seen as supernatural. Buddhist consider the cat cursed. However, the Norse, the Romans and the Moslems all feel positively toward the cat.
	Snake—the snake is a universal symbol with a most complex and converse connotation. Ancients believed that because the snake shed it's skin, it symbolized immortality, and therefore became associated with the Roman God of healing and also with many Hindu gods. The ancient egyptians, Romans and Greeks regarded it as a protective spirit. Christianity sees it as bringing about the fall of man, and therefore became to be known as crafty and malevolent--Satan and sin. It's looks inspire fear while its lidless eyes denoted watchfulness and wisdom. It's shape makes it a powerful phallic fertility symbol. In dreams, when it appears coiled, it means dynamic potential.
	Starfish—In Christian iconography, it represents the Virgin Mary, or "star of the sea". The meaning also extends to the Holy Spirit, charity and the Christian faith. Because it is a celestial symbol thriving rather than drowning in the sea, the starfish also represents pure and inextinguishable love.
	Eagle—Represents the all-seeing sky god. Also courage, victory and power, height, thunder and storms. In Christianity, it symbolizes the omnipotence of God, faith, Christ's ascension and St. John. It is also a symbol of rebirth and baptism. As king of the birds, the eagle is an emblem of royalty. It also signifies empires such as the Holy Roman and that of Napoleon.
	Owl—Although often a symbol of wisdom, in many cultures, including those of Ancient Egypt and Christianity, the owl denoted death, misfortune and spiritual darkness. The Celts regarded it as sacred. In Hindu, the messenger of the god of the dead. In medieval Western Europe, it was believed witches turned themselves into owls. In China and Japan, it was believed to abduct children and therefore meant crime and ungrateful offspring. In Hebrew lore, it signifies blindness and is considered unclean. The barn owl and horned owl are especially demonic. But the screech owl can sometimes be benevolent as it warns the hunter of danger.
	Dove—symbolizes peace to Christian and other cultures. In Slavic tradition, the soul transforms to a dove at death, and in many religions including Hinduism, the dove is representative of the spirit. In Islam it is the protector of Mohammed. In China and Japan it means longevity an orderliness. It can also signify Israel.
	Butterfly—because it goes through many stages, the primary symbolism of the butterfly is that of the soul, transformation and rebirth—the creation of life from apparent death. To the Chinese it is a symbol of immortality. In Japan it is a image of fickleness and compare it with vane women, although a pair of butterflies represent a happy marriage. Christian symbolism sees it as a symbol of resurrection but additionally as an image of vanity. In dreams, the butterfly denotes new beginnings.
	Dragonfly—to the Chinese, the dragonfly represents summer but also instability and weakness. It is the national emblem of Japan because the insect and country share a similar shape. Some Native American cultures consider it a symbol of swift activity and whirlwinds.
	Ant—the humble, hardworking ant is a universal image of industriousness and organization. The social community of ant, working in their anthill can be considered a microcosm of man and his world and a lesson in the power of communal cooperation. In Rome it was considered a creature of prophecy. To the Chinese it means orderliness, virtue, humility and patriotism. But in India,it's unceasing activity is regarded as a symbol of the futility and transience of worldly actions. In Judaism and Christianity, it can symbolize frugality, prudence and foresight because the ant hordes food.