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Image Transfer Theory

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2.2 EMPIRICAL STUDY
In covert advertising, there has been significant researches done but some scholars feel that the researches are limited. Gupta & Lord (1998) conducted a study that compared the effectiveness of product placements of different modes (visual, audio and prominence of the placement). The results showed that prominent product placements were remembered better than advertisements. Explicit audio product placements were remembered better than mere visual placements. Law and Braun (2000) buttresses the findings of Gupta & Lord (1998) by attempting to understand the impact of product placement as a function of the nature of placement in terms of the auditory and visual nature. Their findings suggest that products that were seen …show more content…

The context of communication determines the relevant theories or principles (Folarin, 2001).
3.3.1 IMAGE TRANSFER AND BRAND ALLIANCE THEORY
The synergy between a particular product and the production company has been integrated into a communication effect called Image transfer. Image transfer is the “bi-directional influence and benefit from an association between two products representing different product categories”(Bosselmann, 1994). In the case of product placement, the product is associated with the movie.
The image transfer theory propounded by Mccracken (1989), says that the product gains image benefits from the movie (e.g. popular character, captivating storyline) and the movie also benefits in addition to realism factors and character development gotten from a popular product and the personality the product may possess. The functioning mechanism of image transfer is closely connected to the celebrity endorsement theory and the match up hypothesis. (Brennan, …show more content…

Consumers generally ignore the interruptions of traditional advertising because they believe it is just another persuasive message trying to get the consumers to buy their products. However, the practice of covert advertising has been able to hide the persuasiveness of the message in other media vehicles like movies, games, hence, the consumers generally react in a positive way towards this practise. Consumers generally associate positive qualities with the product if the character associated with the product has a likeable personality. This is where the idea of character integration comes in as an important factor that should be considered when engaging in this

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