The concept of meaning transfer suggests that marketing communicators attempt to transfer meaning from the culturally constituted world to their brands.Which of the following is NOT a good illustration of meaning transfer?
A) Company A imprints an insignia of the British flag on its merchandise.
B) Company B advertises that it is a proud sponsor of the Olympics.
C) Company C always includes images of cowboys in its advertisements.
D) Company D claims its automobile tires are the best because its technology is the most modern in the industry.
E) Company E placing a cancer ribbon on every package.

Question

The concept of meaning transfer suggests that marketing communicators attempt to transfer meaning from the culturally constituted world to their brands.Which of the following is NOT a good illustration of meaning transfer? 
A) Company A imprints an insignia of the British flag on its merchandise. 
B) Company B advertises that it is a proud sponsor of the Olympics. 
C) Company C always includes images of cowboys in its advertisements. 
D) Company D claims its automobile tires are the best because its technology is the most modern in the industry. 
E) Company E placing a cancer ribbon on every package.

Quizplus · Accepted Answer

Claiming that a product is the best because of its technology is not necessarily an example of meaning transfer. It is more of a functional benefit-based claim. The other options involve specific symbols or advertisements that represent a cultural context or meaning that is being transferred to the brand.

The Concept of Meaning Transfer Suggests That Marketing Communicators Attempt