Juxtaposition and transference

Juxtaposition and transference
 1. Transferral through juxtaposition within the ad structure, internal
transference as passive participation
 product set side by side with person, setting, feeling.
 Importance of the image gives product a connection to what the
image stands for
 significance of image surrounding product increases
 Transference: when we complete the meaning transfer as active
participation in the meaning creation
 WE make connection in our heads – internal transference
 Associational Juxtaposition (sequence of images)
 Qualities from one person or object are transferred on to another
 Meaning of actress already established and is transferred to
thing/product
 Audience are given/ sold an identity