Transfer is a technique used in propaganda and

advertising Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a ...

. Also known as

association Association may refer to: *Club (organization), an association of two or more people united by a common interest or goal *Trade association, an organization founded and funded by businesses that operate in a specific industry *Voluntary associatio ...

, this is a technique of projecting positive or negative qualities (

praise Praise as a form of social interaction expresses recognition, reassurance or admiration. Praise is expressed verbally as well as by body language (facial expression and gestures). Verbal praise consists of a positive evaluations of another's att ...

blame Blame is the act of censuring, holding responsible, or making negative statements about an individual or group that their actions or inaction are socially or morally irresponsible, the opposite of praise. When someone is morally responsible fo ...

) of a person, entity, object, or value (an individual, group, organization,

nation A nation is a community of people formed on the basis of a combination of shared features such as language, history, ethnicity, culture and/or society. A nation is thus the collective Identity (social science), identity of a group of people unde ...

, 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 The United States of America (U.S.A. or USA), commonly known as the United States (U.S. or US) or America, is a country primarily located in North America. It consists of 50 states, a federal district, five major unincorporated territori ...

is for the

President President most commonly refers to: *President (corporate title) * President (education), a leader of a college or university * President (government title) President may also refer to: Automobiles * Nissan President, a 1966–2010 Japanese ...

to be filmed or photographed in front of the country's flag. Another technique used is

celebrity endorsement Celebrity branding or celebrity endorsement is a form of advertising campaign or marketing strategy which uses a celebrity's fame or social status to promote a product, brand or service, or to raise awareness about an issue. Marketers use celebr ...

References

Propaganda techniques Advertising techniques Metaphors by type {{psych-stub

See also

References