A television advertisement for life insurance uses the song "Time" by Alan Parson's Project and shows a family sharing tender moments together. The company also uses the same song in its radio ads in the hope that it will reinforce and re-create the message in the listener's mind. Which concept best describes this situation?

Question

Quizplus · Accepted Answer

Image transfer involves the use of music, images or symbolism to transfer the desirable qualities of a product, service or brand to the consumer. In this case, the life insurance company is using the song "Time" to evoke emotions of love, warmth, and security associated with family moments, and thus, transfer those qualities to their life insurance policies. Using the same song in their radio ad is a tactic to reinforce the same message in the listener's mind.

A Television Advertisement for Life Insurance Uses the Song "Time