In this advertisement, transfer is used to suggest that men who want more power, energy and strength drink Coca Cola, so it is “the drink that fights back.” During the World War, many soldiers lacked energy and strength and they would have been depressed in many ways. However, the soldier who is holding Coca Cola is grinning, which shows that the soldier is glad and satisfied. This suggests that Coca Cola is a great energy drink, which boosts up energy and makes you more lively and cheerful. This makes the viewers also want to drink Coca Cola because of the viewer’s tendency to associate love, respect, and admiration we have for the soldiers who are fighting hard for them, and this feeling is transferred to the product, which is why it makes them want to buy Cola. The soldier in this advertisement is a symbol of pleasure that makes the viewers feel that if they buy the drink, then they will also get feelings associated with the hard working soldiers.