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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.
Media companies use advertising to advance propaganda. Studies have reported that organisations use advertising to promote economic propaganda by influencing how consumers perceive brands. Ideally, consumers need to have access to all the necessary information that is required to make purchase decisions.
Propaganda techniques are methods used in propaganda to convince an audience to believe what the propagandist wants them to believe. Many propaganda techniques are based on socio-psychological research. Many of these same techniques can be classified as logical fallacies or abusive power and control tactics.
Normally they use only subtle propaganda techniques and not the more obvious ones used in traditional commercial advertisements. If the reader believes that a paid advertisement is in fact a news item, the message the advertiser is trying to communicate will be more easily "believed" or "internalized".
Non-profit organizations may use free modes of persuasion, such as a public service announcement. Advertising may also help to reassure employees or shareholders that a company is viable or successful. In the 19th century, soap businesses were among the first to employ large-scale advertising campaigns.
The commercial used fear and guilt, an effective advertising principle, to make people take action to protect the next generation. [2] The ad ran for under a minute and only aired once, but due to the right wing, pro-war views of Barry Goldwater , the Republican candidate, it resulted in a 44 to 6 state victory for Lyndon B. Johnson.
Guerrilla marketing is an advertising strategy which increases brand exposure through the use of unconventional campaigns which initiate social discussion and "buzz". This can often be achieved with lower budgets than conventional advertising methods, allowing small and medium-sized businesses the chance to compete against larger competitors.
The commercial's main appeal was not to the positive features of Prestone anti-freeze, but to the fear of what a "strange" brand might do. A fear appeal is a persuasive message that attempts to arouse fear in order to divert behavior through the threat of impending danger or harm. [1]