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Transfer

 

Techniques Propaganda > Transfer

Method | Example | Discussion | See also

 

Method

Associate with other people or groups that already have high trust and credibility. Show that you aspire to similar ideals. Become a member of auspicious organizations. Be seen with trustworthy people. Name-drop and quote them. Show that you have friends in high places. Show how you are like them.

Also show your differences and how you are unique. How you are perhaps better in some ways than those high credibility people. How perhaps they are like you more than you are like them. How you have helped them and how they now admire you. Be careful with this that, in standing on the other person, you do not push them down too far.

Example

As I was saying to the President, it is so important that we bring our forces together. He agreed, of course and we will be taking it forward next week.

Ladies and Gentlemen, I'd like to introduce my good friend Brad Pitt. Brad and I go way back and he's kindly come here today to tell you what I'm really like.

Discussion

When you show yourself to be like a known and respected person, then you are encouraging the other person to categorize you in the same way, such that they will then attribute all of the characteristics of the other person onto you (including trust).

Showing yourself to be better then uses the other person's values and abilities as a base on which you have built. There are dangers in this, as it may seem that you are criticizing someone that the other person has idealized.

See also

Association principle

 

Clyde Miller, Propaganda Analysis, NY: Institute for Propaganda Analysis, 1937

 

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