In rhetoric, there is something called “affect transfer.” Usually used in visual composition, it’s when you generate an emotional response, and then immediately put it with something to which you’d like people to connect the emotion. In writing, it’s a simple matter of sentence structure. Visually, we tend to be drawn to the center of the image, then “read” left to right, and top to bottom, so generally you want to frame your affect transfer appropriately. So, you know, the cigarette ad wants you to think of rugged, rugged, manly, rugged… Marlboro!
Or you’ve got a president who you kind of wish seemed a little more… presidential…
So it can have a fairly logical, if unrealistic, connection. Or it can be just a random emotional association.
Don’t you just love Cottonelle Toilet Tissue? Man, sometimes I just want to hug it and throw a ball for it, and let it sleep on the bed.
There are, of course, the examples that fry your brain a little. Take this one:
I know, right? The first thing you notice is that these seats have no seatbelts! But also, I don’t know if you caught it, but there’s a tiiiiiiny undercurrent of sexual suggestion there.
Just kind of interesting. But also useful. In our writing it can be used to create tone or craft an audience’s sense of a character without direct commentary or even description. But, hey, why not try it out in your day-to-day life, as well? Spouse mad at you? Ask if they’d like some ice cream or glass of wine and hold both right next to your face! Trying to get noticed by your employer? Hang pictures of superheroes, money, and – I don’t know – gold bars? behind you!
That’s why I’m here: To help. Happy. Money. Loved. Puppy. Wine. Joel K Clements.
The Byronic Man 
September 21, 2012 at 3:39 am
No wonder everyone had a Pontiac when I was growing up, finally my questions have been answered. No need for seat belts when you have those legs wrapped around you.
September 21, 2012 at 11:14 am
There’s an ogling comment I’ve never heard: “Oh, man, I bet those legs could keep you from going through the windshield in a head-on collision.”
September 21, 2012 at 3:03 pm
Hahahahaha
September 21, 2012 at 3:45 am
Perhaps I should reconsider having the top half of a bald man’s head displayed next to everything I type.
September 21, 2012 at 11:15 am
I think on the “Affect Transfer Gravatar” issue Don’t Quote Lily has it nailed down with her waving, fluffy puppy.
September 21, 2012 at 4:26 am
::facepalm::
September 21, 2012 at 4:39 am
Dear Lord! The Pontiac ad has me locking up the kids. I don’t want them getting any ideas. Seat belts are so important!
September 21, 2012 at 11:17 am
“Kids, when it comes to sex: safety first.” “Knowing your partner and using protection?” “Wha? No – seatbelts and breakaway glass.”
September 21, 2012 at 4:50 am
Ice cream OR a glass of wine?
At least I think that’s what you said. I’m still thinking about puppies. And you suddenly seem way more adorable than usual.
September 21, 2012 at 11:18 am
Or an ice-cream/wine smoothie…
September 21, 2012 at 5:04 am
What?! Seats are supposed to have seatbelts? You mean their primary purpose isn’t for…….oh no.
So, are you using puppies to make yourself more appealing/adorable? Says my gravatar…
September 21, 2012 at 6:37 am
I know, your gravatar is like “Exhibit B.” If we ever meet and you wave I’ll be like, “Oh, lookit! Lookit! Isn’t Lily just sooooo cute?!” And then my wife will slug me.
September 21, 2012 at 6:52 am
😆
September 21, 2012 at 5:35 am
OHMYGOSHYOUREJUSTSOCUTE!
supermodel Anita supermodel
September 21, 2012 at 11:19 am
I should probably be careful or if I meet other bloggers they’ll immediately scratch me behind the ears.
By the way – ever considered modeling? Maybe supermodeling?
September 21, 2012 at 5:45 am
Oh yeah, seat belts…Sorry, I was noticing how that seat was bigger than my couch and that I really liked the colour…hmmm, that could work in my living room…oh, what?
September 21, 2012 at 11:19 am
Best part is that moving in would be a snap – just drive that sucker through the front wall! Couch: installed.
September 21, 2012 at 5:50 am
Its jealousy. The person is jealous because you have a) lots of followers and b) Freshly pressed status. Freshly pressed is Level 5. Actually I just followed you because I felt sorry for you. But now I am getting jealous just thinking about it…
September 21, 2012 at 12:09 pm
I followed just because I had to find out how someone like him could make it past Level 3.
September 21, 2012 at 6:06 am
That’s a very suggestive font in the Pontiac ad. The “e” crosses all sorts of personal space boundaries.
September 21, 2012 at 11:21 am
Yeah, you know e’s… insatiable.
September 21, 2012 at 6:27 am
I wonder how all those puppies got there in the first place? You don’t suppose that’s Cruella de Vil’s mansion in the ad, is it? And what would she be doing with Cottonelle Toilet Tissue? ….on second thought, I don’t want to know what Cruella de Vil wants with Cottonelle Toilet Tissue.
September 21, 2012 at 11:21 am
Maybe it’s going to turn out that it’s made from rendered puppies, and when everyone’s horrified they’ll say, “What?! It was right in the ads! What?!”
September 22, 2012 at 8:07 am
Looking more closely at the puppies Ad, they are badly Photoshopped? Not even real puppies on a staircase? What is the world coming to? You can’t believe all that you see in Ads!
September 21, 2012 at 6:55 am
I swear to you, I read that “gold bras.” You can see where my mind was…in the backseat of that car.
September 21, 2012 at 11:22 am
I bet there are some employers on whom “gold bra” would be very effective. “Oooh… boobs… wealth…”
September 21, 2012 at 7:19 am
ha ha
September 21, 2012 at 7:36 am
Great tips! I am still learning about the craft of photography. I will remember to add provocative words to the bottom of my photos! I thought of a lot of examples, but wimped out….. 🙂
September 21, 2012 at 11:24 am
Or at least insert something in the lower right that you want people to feel good about – like your name!
September 21, 2012 at 11:36 am
I do put my name on my photos! Wow. It makes me glad to think that it makes people feel good! That’s what you meant right??? 🙂
September 21, 2012 at 7:38 am
The title of your post alone made me click through.
Byronic Man = furry and warm with slobbery drool 🙂
September 21, 2012 at 11:25 am
I also love to chew on shoes. I can’t help it.
September 21, 2012 at 8:41 am
I don’t know. Is it wrong that the Cottonelle ad made me want to rub puppies on my butt? I’m not sure that was what they were going for.
September 21, 2012 at 11:25 am
Actually it was. There are some sick, perverted sickos at Cottonelle.
September 21, 2012 at 9:06 am
I’m not understanding the sexuality undercurrent in the last one. I’m probably too innocent to get it. That’s why I prefer ads about puppies.
Seeing that George Bush picture makes me think of Dukakis waving from a tank. Yeah, that association didn’t quite work out.
September 21, 2012 at 11:26 am
I wonder what ever happened to the person who came up with the tank idea? Probably works at the same burger joint as the New Coke guy.
September 21, 2012 at 11:57 am
You are so right about that. Although, we have him to thank for Coke Classic. Sure, it was the same thing as before, but it just sounded better.
September 21, 2012 at 12:31 pm
Plus now we can say things like, “Oh, dude, that is CLASSIC Coke! Classic!”
September 22, 2012 at 10:05 am
I was dashing in and was JUST about to type “I don’t get any sexual innuendo on that ad – I’m far too innocent” when I casually glanced at the other comments and spotted this. So, once again, I am comment-scooped by Nnnng.
September 23, 2012 at 7:05 am
She’s the ace reporter of comments, she is.
September 21, 2012 at 9:29 am
I owned a Pontiac and told my girlfriend to spread her legs. She’s now my wife. I don’t smoke anymore but we do use Cottonelle. As for presidents, well, the least said, the better!
September 21, 2012 at 11:30 am
I could probably do an entire montage of presidents and candidates trying to look impressive by standing in front of impressive things that have no bearing on them at all.
September 21, 2012 at 9:53 am
Weird how it proves your point that my honest reaction was, “Haha, you’re so silly, i love you.”
September 21, 2012 at 11:30 am
Eeeeeexcellent.
September 21, 2012 at 10:16 am
Thanks. I feel happier and helpedier already. Whatta guy.
September 21, 2012 at 10:20 am
So, where is the puppy? lol
September 21, 2012 at 10:43 am
[In my best zombie tone.] Must. Read. Byronic. Man. Blog.
September 21, 2012 at 1:09 pm
I just realized this is totally why Barker’s Beauties and women in ads held products entirely to close to their own faces. Mind=blown.
September 21, 2012 at 6:09 pm
Well, as much as I want to comment on this post, I can’t get past the irresistable and all-encompassing desire to just rub your belly.
Wait, what were you saying again?
September 21, 2012 at 6:41 pm
Wait. Are you saying that puppies are better that Mr. Whipple?
September 23, 2012 at 7:10 am
I don’t know, but I would think that was the strangest cage-fight of all time.
September 23, 2012 at 7:13 am
He’s probably allergic.
September 22, 2012 at 12:34 am
The Cottonelle ad creeps me out a little. The portrait at the top of the stairs seems to indicate that the house is owned by an evil puppy scientist who’s created dozens of clones of himself.
September 22, 2012 at 10:06 am
It’s Cruella DeVille and this time she’s looking for a tan coat!!!!!
September 22, 2012 at 3:48 am
So are you saying I started smoking because I wanted to be a cowboy or do a cowboy? Which is it?
Remember I am a Texan.
September 23, 2012 at 7:10 am
Hmmm, well, if you’re a Texan, the cowboy thing is in your DNA. The smoking thing, depending on what part of Texas you’re in, could either be a toughness thing, a barbecue thing, or that is was a cleaner alternative than breathing the air…
September 22, 2012 at 5:58 am
Ooooh! Those puppies make me crave cigarettes and giant sculpted heads!
September 23, 2012 at 7:07 am
Oh, visual dislexia is always the saddest thing…
September 22, 2012 at 7:06 am
You need to change your blog tagline to the last line of this post. Redo your banner, slap up a few cutesy pics of patient bears drinking wine…your readership level would skyrocket.
September 23, 2012 at 7:15 am
Also I have the topless photos of Princess Kate I’ve been trying to figure out what I should do with…
September 22, 2012 at 11:37 am
Well, thanks a lot. You just revealed the secret to why men find me so attractive at the ripe old age of almost 55–it’s that 25 year old sexy blonde I have as my personal assistant who is never more than 1 inch away from me…
September 22, 2012 at 3:48 pm
Fantastic observations! The last one cost me my coffee, but the laugh was worth it.