What strategy attempts to establish a connection between a product and the values or emotions of the viewer?

The strategy that seeks to establish a connection between a product and the values or emotions of the viewer is known as transfer. This technique involves associating the positive feelings or values linked to one idea with the product being advertised. For example, an advertisement might depict a serene outdoor scene, symbolizing freedom or adventure alongside a specific product, suggesting that using the product will make the viewer feel those same emotions. By leveraging these emotional connections, brands aim to influence consumer behavior and enhance brand loyalty.

While other strategies, like testimonials, glittering generalities, or plain folks, can also evoke emotional responses, they do not primarily focus on the association of values between the product and emotions in the same way that transfer does. Thus, transfer is the most direct method for creating a relational bond between the consumer's values and the advertised product, making it the correct choice in this context.