Overview

meaning transfer


Show Summary Details

Quick Reference

(objective correlative) (advertising) The theory that the close association of a product, brand, or service with an already positively-evaluated person (see endorsement) will lead to the transfer of that person's qualities to the brand. In semiotic terms this involves generating a new sign by combining two existing ones: the signifier of the brand becomes combined with the signified of the person, so that the brand directly signifies their qualities. See also appropriation; juxtaposition; metaphor; compare condensation.

Subjects: Media Studies.


Reference entries

Users without a subscription are not able to see the full content. Please, subscribe or login to access all content.