A television advertisement for life insurance uses the song 'Time' by The Alan Parsons Project and shows a family sharing tender moments together.They also use the same song in their 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 is the process of using a well-known or well-liked image or song in an advertisement to transfer the image’s positive attributes or associations to the product being advertised. In this case, using 'Time' by The Alan Parsons Project in both the TV and radio ads is an example of image transfer. The hope is that the emotional connections listeners have with the song will be transferred to the life insurance company, making it seem reliable and trustworthy.

A Television Advertisement for Life Insurance Uses the Song 'Time