{"id":283,"date":"2016-02-01T00:58:36","date_gmt":"2016-02-01T00:58:36","guid":{"rendered":"http:\/\/social.coldstreams.com\/?p=283"},"modified":"2025-12-09T15:42:08","modified_gmt":"2025-12-09T23:42:08","slug":"nature-valley-association-and-transference-in-social-media-marketing","status":"publish","type":"post","link":"https:\/\/coldstreams.com\/social\/2016\/02\/01\/nature-valley-association-and-transference-in-social-media-marketing\/","title":{"rendered":"Nature Valley: Association and Transference in social media marketing"},"content":{"rendered":"<div class=\"wp-block-image\">\n<figure class=\"alignleft\"><a href=\"https:\/\/coldstreams.com\/social\/wp-content\/uploads\/2015\/11\/11181730_1680718155494733_1656437490448346584_n.jpg\" rel=\"attachment wp-att-284\"><img decoding=\"async\" src=\"https:\/\/coldstreams.com\/social\/wp-content\/uploads\/2015\/11\/11181730_1680718155494733_1656437490448346584_n.jpg\" alt=\"11181730_1680718155494733_1656437490448346584_n\" class=\"wp-image-284\"\/><\/a><\/figure>\n<\/div>\n\n\n<p><strong>TL; DR Summary<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>This promotional messaging <em>associates positives feelings about nature with their product<\/em>.<\/li>\n\n\n\n<li>They encourage sharing this with the specified hashtag.<\/li>\n\n\n\n<li>This example also illustrates the use of social media propaganda posters in marketing campaigns and promotions.<\/li>\n<\/ul>\n\n\n\n<!--more-->\n\n\n\n<p>Nature Valley is a brand name of General Mills. The goal is to associate positive feelings about nature with their Nature Valley-brand food products, most of which are &#8220;granola&#8221; type snack bars. Somewhere, somehow, granola became associated with &#8220;nature&#8221;, &#8220;outdoors&#8221;, &#8220;fitness&#8221;, &#8220;physical activity&#8221; &#8211; and the idea, as made clear by their poster (from <a href=\"http:\/\/www.naturevalley.com\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">http:\/\/www.naturevalley.com\/<\/a>) &#8211; complete with numerous social media hashtags &#8211; and if you go to the subpage (<a href=\"http:\/\/www.naturevalley.com\/get-out-there\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">http:\/\/www.naturevalley.com\/get-out-there\/<\/a>), Share if you agree! on your favorite social media.<\/p>\n\n\n\n<p>The methods used here are Association (association with nature) and transference (transferring your positive feelings about nature) to Nature Valley products. This association can be powerful &#8211; next time you go hiking you may even think this would be a great time to enjoy a granola snack bar!<\/p>\n\n\n\n<p>Association and Transference are commonly used in propaganda campaigns. Politicians surround themselves with flags and soldiers or disabled veterans. Businesses associate their product with images that bring positive feelings (like &#8220;Nature Valley&#8221;); think of car ads that show their vehicle on a mountain road. The goal is to transfer your positive feelings about the surroundings to the person, product or service in the ad or campaign.<br> \u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>TL; DR Summary<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[24,38,48,1],"tags":[78,212,226,265,266],"class_list":["post-283","post","type-post","status-publish","format-standard","hentry","category-in-practice","category-propaganda-methods","category-transference","category-uncategorized","tag-association","tag-marketing","tag-nature-valley","tag-promotion","tag-propaganda"],"_links":{"self":[{"href":"https:\/\/coldstreams.com\/social\/wp-json\/wp\/v2\/posts\/283","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/coldstreams.com\/social\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/coldstreams.com\/social\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/coldstreams.com\/social\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/coldstreams.com\/social\/wp-json\/wp\/v2\/comments?post=283"}],"version-history":[{"count":0,"href":"https:\/\/coldstreams.com\/social\/wp-json\/wp\/v2\/posts\/283\/revisions"}],"wp:attachment":[{"href":"https:\/\/coldstreams.com\/social\/wp-json\/wp\/v2\/media?parent=283"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/coldstreams.com\/social\/wp-json\/wp\/v2\/categories?post=283"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/coldstreams.com\/social\/wp-json\/wp\/v2\/tags?post=283"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}