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Transfer is a technique used in propaganda and advertising. Also known as association, this is a technique of projecting positive or negative qualities (praise or blame) of a person, entity, object, or value (an individual, group, organization, nation, patriotism, etc.) to another in order to make the second more acceptable or to discredit it. It evokes an emotional response, which stimulates the target to identify with recognized authorities. Often highly visual, this technique often utilizes symbols (for example, the Swastika used in Nazi Germany, originally a symbol for health and prosperity[1]) superimposed over other visual images. An example of common use of this technique in America is for the President to be filmed or photographed in front of the American flag[2] Another technique used is celebrity endorsement.[3]

See also

References

  1. "The Swastika". Luckymojo.com. http://www.luckymojo.com/swastika.html. Retrieved 2010-03-22.
  2. "[S]ymbols are constantly used. The cross represents the Christian Church. The flag represents the nation. Cartoons like Uncle Sam represent a consensus of public opinion. Those symbols stir emotions." — Institute for Propaganda Analysis. Transfer originally identified in 1938 by the IPA as one of the seven classifications of propaganda. [1]
  3. "Building Brand Image Through Event Sponsorship: The Role of Image Transfer.". AllBusiness.com. http://www.allbusiness.com/professional-scientific/advertising-related-services/392122-1.html. Retrieved 2010-03-22.
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