Transference

Transference
 Transference refers to the process by which
meaning is transferred from one sign to another
sign
 Transference works at different levels:
 between people and object
(thing/product/brand)
 between social situation and object
(thing/product/brand)
 between objects and objects
 between feelings and objects
 http://www.youtube.com/watch?v=fmTpgSMJ96c
 (the iphone 5 ad with children- SHOW)
 http://www.youtube.com/watch?v=Kwke0LNardc (2009, strangers no more, coca cola ads)