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Meaning Transfer Theory in Consumer Behaviour: Indian Context

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Meaning Transfer Personality Group A10
Meaning Transfer means… • Celebrity encodes unique sets of meaning • Which if well used can be transferred to the endorsed product
Encoding • The roles that they have played • The stories around them
Meaning Transfer • Endorse the product • When done skillfully, image communicated successfully • Thus, better than lay endorsers
Meaning Capture • Not merely functional value • Cultural and symbolical value • For some products, it happens more!
Example https://www.youtube.com/watch?v=-T2qtEu9e5o
Incredible India! Product image – Social responsibility – National Pride – Global campaign Aamir Khan’s image – Socially responsible – Patriotism – Global personality
Misfits http://www.youtube.com/watch?v=3__Jos8oTYg Handsome Healthy Sexy Bachelor / Adventurous Freshness Family brand
Thanks
References • “Effective Advertising: Understanding When, How, and Why Advertising Works” by Gerard J. Tellis

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Meaning Transfer Theory in Consumer Behaviour: Indian Context