The effectiveness of this advertisement not only advertises coffee but is visually tentative to every passerby. As McDonald's is an icon in its own right, the physical and visual aspect of seeing the Coffee being poured into a McDonald's coffee cup makes a person think of how coffee tastes. In addition to the thought of tasting the coffee makes the viewer look around for a McDonald's to purchase a cup of coffee. This result is the same used in food stores for customers to purchase more items at eye level.
The transfer from the visual to other parts of the body is respectfully the same as what Charles A. Hill is writing about in "The Psychology of Rhetorical Images." He uses several references to marketing, advertising or public relations and this ad pursues all aspects of the topic. The light pole is so realistic that it serves as a reminder to thirst when it comes to a "cup of coffee from McDonald's", and with the sign on the cup stating "FREE COFFEE", applies to anyone who like things that are free. This ad passes from a visual response to a couple of physical responses. Both that has emotional attachment to the happy feeling of getting something for nothing and possibly quenching a thirst.
I thought this was very interesting when viewing this ad because, one it gave me an emotional response as well. Being observant, a. I was looking for a McDonald's in the ad space, and b. made me disappointed that I missed out on a free cup of coffee, since I had no inkling of McDonald's giving away free coffee. Sad but true. Cool ad.
(http://adsoftheworld.com/files/images)/MCD_coffee_lamppost.preview.jpg
Okay---clever ad but how is this affect transfer. What emotion from an unrelated object is being transferred?
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