Flowers are pretty and attractive for a variety of reasons. These all just means of communicating to likely pollinators. Flowers’ methods of communicating are at least as sophisticated as any devised by an advertising agency, according to a new study, published today in Science Express by researchers from the University of Bristol. However, for any advert to be successful, it has to reach, and be perceived by, its target audience. The research shows for the first time that pollinators such as bumblebees are able to find and distinguish electric signals given out by flowers.