Transfer

Transfer is an attempt to make the subject view a certain item in the same way as they view another item, to link the two in the subject’s mind. Transfer is often used in commercials, politics and during wartime. Although this technique is often used to transfer negative feelings for one object to another, it can also be used in positive ways. By linking an item to something the subject respects or enjoys, positive feelings can be generated for it.

1^st EXAMPLE (Old Spice):  A rather obvious use of transfer where a good looking man in a towel asks the woman watching the ad to look at her man and then back at the man in the towel.  This is an example of "positive" transfer - a positive feeling is transferred to the product.

2^nd EXAMPLE (Quit.org):  A small child who is left alone in a train station starts to cry.  Transfer of emotion to try to get someone to stop smoking.  Negative Transfer

3^rd EXAMPLE (Flygbussarna): Positive Transfer.   Biofuel that is “clean enough to drink”.