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One of our systems engineers was joking around the other day and said:
"The difference between hardware and software is that the more you play
with hardware, the more likely you are to break it, but the more you play
with software the more likely you are to FIX it."

I think this statement is fairly insightful but could be turned to Ada's
advantage. It would be very negative to imply that non-Ada programmers are
PLAYing at developing software. But how about comparing Ada software to
hardware?
For example:

"Ada. When the software has to be as solid as the hardware."

or

An ad using that infamous duck fixing to smash his computer with a mallet.
"It's a lot easier to break the hardware than to break a program developed
in Ada."

For targeting the programmer, I've liked the PowerAda posters but I'd go
one step farther.
Split page ad -
Left half - Dilbert type at desk, mounds of overflowing printouts, late at
night, pencil in mouth, worried look.
Right half - any of the current PowerAda poster pics, guy having fun (ohhh
and don't forget our female counterparts)
Text above the pictures: "Debug vs. Deliver"