1) Meaning transfer refers to celebrities encoding unique sets of meanings from their roles and stories that can be transferred to endorsed products when done skillfully. 2) For some products, celebrities are able to communicate cultural and symbolic values better than lay endorsers through meaning capture, not just functional value. 3) An example is an Incredible India campaign that leveraged Aamir Khan's image of social responsibility and patriotism to promote national pride and make the campaign global.

1. Meaning Transfer
Personality
Group A10

2. Meaning Transfer means…
• Celebrity encodes unique sets of meaning
• Which if well used can be transferred to the
endorsed product

3. Encoding
• The roles that they have played
• The stories around them

4. Meaning Transfer
• Endorse the product
• When done skillfully, image communicated
successfully
• Thus, better than lay endorsers

5. Meaning Capture
• Not merely functional value
• Cultural and symbolical value
• For some products, it happens more!

6. Example
https://www.youtube.com/watch?v=-T2qtEu9e5o

7. Incredible India!
Product image
– Social responsibility
– National Pride
– Global campaign
Aamir Khan’s image
– Socially responsible
– Patriotism
– Global personality

8. Misfits
http://www.youtube.com/watch?v=3__Jos8oTYg
Handsome
Healthy
Sexy
Bachelor /
Adventurous
Freshness
Family brand

9. Thanks

10. References
• “Effective Advertising: Understanding When, How, and Why Advertising
Works” by Gerard J. Tellis