Signalling theory in the context of "Advertising in biology"

Animal communication is the transfer of information from one or a group of animals (sender or senders) to one or more other animals (receiver or receivers) that affects the current or future behavior of the receivers. Information may be sent intentionally, as in a courtship display, or unintentionally, as in the transfer of scent from the predator to prey with kairomones. Information may be transferred to an "audience" of several receivers. Animal communication is a rapidly growing area of study in disciplines including animal behavior, sociology, neurology, and animal cognition. Many aspects of animal behavior, such as symbolic name use, emotional expression, learning, and sexual behavior, are being understood in new ways.

When the information from the sender changes the behavior of a receiver, the information is referred to as a "signal". Signalling theory predicts that for a signal to be maintained in the population, both the sender and receiver should usually receive some benefit from the interaction. Signal production by senders and the perception and subsequent response of receivers are thought to coevolve. Signals often involve multiple mechanisms, e.g., both visual and auditory, and for a signal to be understood, the coordinated behavior of both sender and receiver requires careful study.

John Maynard Smith FRS (6 January 1920 – 19 April 2004) was a British theoretical and mathematical evolutionary biologist and geneticist. Originally an aeronautical engineer during the Second World War, he took a second degree in genetics under the biologist J. B. S. Haldane. Maynard Smith was instrumental in the application of game theory to evolution with George R. Price, and theorised on other problems such as the evolution of sex and signalling theory.

Active camouflage, adaptive camouflage, or chameleonizing is camouflage that adapts, often rapidly, to the surroundings of an object such as an animal or military vehicle. In theory, active camouflage could provide perfect concealment from visual detection.

Active camouflage occurs in several groups of animals, including reptiles on land, and cephalopod molluscs and flatfish in the sea. Animals achieve active camouflage both by color change and (among marine animals such as squid) by counter-illumination, with the use of bioluminescence.

Aggressive mimicry is a form of mimicry in which predators, parasites, or parasitoids share similar signals, using a harmless model, allowing them to avoid being correctly identified by their prey or host. Zoologists have repeatedly compared this strategy to a wolf in sheep's clothing. In its broadest sense, aggressive mimicry could include various types of exploitation, as when an orchid exploits a male insect by mimicking a sexually receptive female (see pseudocopulation), but will here be restricted to forms of exploitation involving feeding. For example, indigenous Australians who dress up as and imitate kangaroos when hunting would not be considered aggressive mimics, nor would a human angler, though they are undoubtedly practising self-decoration camouflage. Treated separately is molecular mimicry, which shares some similarity; for instance a virus may mimic the molecular properties of its host, allowing it access to its cells. An alternative term, Peckhamian mimicry, has been suggested (after George and Elizabeth Peckham), but it is seldom used.

Aggressive mimicry is opposite in principle to defensive mimicry, where the mimic generally benefits from being treated as harmful. The mimic may resemble its own prey, or some other organism which is beneficial or at least not harmful to the prey. The model, i.e. the organism being 'imitated', may experience increased or reduced fitness, or may not be affected at all by the relationship. On the other hand, the signal receiver inevitably suffers from being tricked, as is the case in most mimicry complexes.

Aposematism is the advertising by an animal, whether terrestrial or marine, to potential predators that it is not worth attacking or eating. This unprofitability may consist of any defenses that make the prey difficult to kill and eat, such as toxicity, venom, foul taste or smell, sharp spines, or aggressive nature. These advertising signals may take the form of conspicuous coloration, sounds, odours, or other perceivable characteristics. Aposematic signals are beneficial for both predator and prey, because both avoid potential harm.

The term was coined in 1877 by Edward Bagnall Poulton for Alfred Russel Wallace's concept of warning coloration. Aposematism is exploited in Müllerian mimicry, wherein species with strong defences evolve to resemble one another. By mimicking similarly coloured species the warning signal to predators is shared, causing the predators to learn more quickly at less cost.

Animal coloration is the general appearance of an animal resulting from the reflection or emission of light from its surfaces. Some animals are brightly coloured, while others are hard to see. In some species, such as the peafowl, the male has strong patterns, conspicuous colours and is iridescent, while the female is far less visible.

There are several separate reasons why animals have evolved colours. Camouflage enables an animal to remain hidden from view. Animals use colour to advertise services such as cleaning to animals of other species; to signal their sexual status to other members of the same species; and in mimicry, taking advantage of the warning coloration of another species. Some animals use flashes of colour to divert attacks by startling predators. Zebras may possibly use motion dazzle, confusing a predator's attack by moving a bold pattern rapidly. Some animals are coloured for physical protection, with pigments in the skin to protect against sunburn, while some frogs can lighten or darken their skin for temperature regulation. Finally, animals can be coloured incidentally. For example, blood is red because the haem pigment needed to carry oxygen is red. Animals coloured in these ways can have striking natural patterns.

In animal communication, an alarm signal is an antipredator adaptation in the form of signals emitted by social animals in response to danger. Many primates and birds have elaborate alarm calls for warning conspecifics of approaching predators. For example, the alarm call of the blackbird is a familiar sound in many gardens. Other animals, like fish and insects, may use non-auditory signals, such as chemical messages. Visual signs such as the white tail flashes of many deer have been suggested as alarm signals; they are less likely to be received by conspecifics, so have tended to be treated as a signal to the predator instead.

Different calls may be used for predators on the ground or from the air. Often, the animals can tell which member of the group is making the call, so that they can disregard those of little reliability.