Transfer is a technique used in advertising, it is also known as Association.
For brands, Association is a technique of projecting positive qualities with the brand to make it more desirable.
It evokes an emotional response, which stimulates the target to identify deeply with the brand. Often highly visual, this technique often utilizes symbols superimposed over other visual images.
The brand most successful & effective in the use of Association Advertising in the United Stages is Corona Beer.
All of their commercials and advertising are design to associate their product with “relaxation”… drink a Corona Beer and relive a moment from your last visit to the beach or Mexican Riviera. Take a look at the above YouTube video… do you see how it works?
Now go back and watch the Coldwell Banker Commercials and you will understand why buyers will Feel More Positive when they see the Coldwell Banker sign in your front yard.