meaning transfer

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(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.

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