Transfer (propaganda)

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 superimposed over other visual images. An example of common use of this technique in the United States is for the President to be filmed or photographed in front of the country's flag.^[1] Another technique used is celebrity endorsement.^[2] Example of using the method for negative purpose is association of LGBT with pedophilia that is used by the authorities and pro-government media in Russia.^[3]^[4]

References

^ "[Symbols] 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 up emotions." — Institute for Propaganda Analysis. Transfer originally identified in 1938 by the IPA as one of the seven classifications of propaganda. In other words, transfer fantasy causes people to want to be as gorgeous as the model in the ad or as good as a basketball play in the commercial. So, it makes you want to buy the product to be just like the person in the ad. [1] Propagandacritic.com. 2011-02-28
^ John Eaton (Winter 1999). "Building Brand Image Through Event Sponsorship: The Role of Image Transfer". AllBusiness.com. Archived from the original on 2007-09-30. Retrieved 2010-03-22.
^ Госдума приняла закон о запрете пропаганды ЛГБТ, педофилии и смены пола [The State Duma adopted a law banning propaganda of LGBT, pedophilia and sex change]. Izvestia. 24 November 2022.
^ Путин утвердил запрет пропаганды ЛГБТ и педофилии, а также штрафы для нарушителей новых норм [Putin approved the ban on propaganda of LGBT and pedophilia, as well as fines for violators of the new norms]. Rossiyskaya Gazeta. 5 December 2022.

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[1] "[Symbols] 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 up emotions." — Institute for Propaganda Analysis. Transfer originally identified in 1938 by the IPA as one of the seven classifications of propaganda. In other words, transfer fantasy causes people to want to be as gorgeous as the model in the ad or as good as a basketball play in the commercial. So, it makes you want to buy the product to be just like the person in the ad. [1] Propagandacritic.com. 2011-02-28

[2] John Eaton (Winter 1999). "Building Brand Image Through Event Sponsorship: The Role of Image Transfer". AllBusiness.com. Archived from the original on 2007-09-30. Retrieved 2010-03-22.

[3] Госдума приняла закон о запрете пропаганды ЛГБТ, педофилии и смены пола [The State Duma adopted a law banning propaganda of LGBT, pedophilia and sex change]. Izvestia. 24 November 2022.

[4] Путин утвердил запрет пропаганды ЛГБТ и педофилии, а также штрафы для нарушителей новых норм [Putin approved the ban on propaganda of LGBT and pedophilia, as well as fines for violators of the new norms]. Rossiyskaya Gazeta. 5 December 2022.

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v t e Media manipulation
Context	Bias Crowd psychology Deception Dumbing down False balance Half-truths Media Obfuscation Orwellian Persuasion Manipulation (psychology)
Activism	Advocacy group Alternative media Boycott Call-out culture Cancel culture Civil disobedience Culture jamming Demonstrations Deplatforming Grassroots Guerrilla communication Hacktivism Internet Media Occupations Petitions Protests Youth
Advertising	Billboards False Infomercials Mobiles Modeling Radio Sex Slogans Testimonials TV Criticism of advertising Annoyance factor
Censorship Media regulation	Books Broadcast law Burying of scholars Catch and kill Corporate Cover-ups Euphemism Films Historical negationism Internet Political Religious Self
Hoaxing	Alternative facts April Fools' Deepfake Fake news websites Fakelore False document Fictitious entries Firehose of falsehood Forgery Gaslighting List Literary Lying press Photograph manipulation Racial Urban legend Virus Video manipulation
Marketing	Branding Loyalty Product Product placement Publicity Research Word of mouth
News media	Agenda-setting Broadcasting Circus Cycle Emotive conjugation False balance Infotainment Managing Narcotizing dysfunction Newspeak Pseudo-event Scrum Sensationalism Tabloid journalism
Political campaigning	Advertising Astroturfing Attack ad Canvassing Character assassination Dog whistle Election promises Lawn signs Party platforms (or manifestos) Name recognition Negative Push polling Smear campaign Wedge issue
Propaganda	Bandwagon Big lie Crowd manipulation Disinformation Fearmongering Framing Indoctrination Loaded language National mythology Rally 'round the flag effect Techniques
Psychological warfare	Airborne leaflets False flag Fifth column Information (IT) Lawfare Political Public diplomacy Sedition Subversion
Public relations	Cult of personality Doublespeak Non-apology apology Reputation management Slogans Sound bites Spin Transfer Understatement Weasel words Corporate propaganda
Sales	Cold calling Door-to-door Pricing Product demonstrations Promotion Spaving Promotional merchandise Telemarketing
Related	Influence-for-hire Media bias United States Media concentration Media democracy Media ecology Media ethics Media franchise Media influence Media proprietor

Transfer (propaganda)

See also

References