Transfer Technique

Transfer is a propaganda technique. An advertiser uses this technique when he tries to transfer our good feelings about one thing, to his product:

There is no real connection between smoking cigarettes and a cowboy, but Marlboro wants you to associate the two.

Mastercard wants us to transfer our good feelings about The Three Stooges to their credit card.

Transfer can be used in a humorous way . . .

Here the advertiser wants us to transfer our happy feelings after laughing at the advertisment, to their language school.

Can you find an example of transfer? Give us a link to a video, graphic, or article that uses transfer. Post the link in the comments section below. The best example will win a copy of Secret Code Breaker, Volume I.

Also, join our Fallacy Detectives Facebook group and enter this contest a second time to win Secret Code Breaker, Volume II.

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1 • Jason Kibbe • December 27, 2008 • 7:51 PM

This video shows the determination of one of the Budweiser Clydesdale horses.  The young horse is perceived as a hero and the viewer gets a warm fuzzy feeling even though there’s no connection between a horse’s determination and beer.

http://video.google.com/videoplay?docid=4258794138972547179

Of course, I’m not condoning or promoting alcohol use—it’s a common tactic they use to promote their product.

Jason

2 • Jason Kibbe • December 27, 2008 • 7:55 PM

Who can resist an elephant that uses a Mastercard credit card to help his ill zookeeper?  Makes me want to sign up for a Mastercard right now!  😊 Priceless.

http://www.youtube.com/watch?v=WFNXwor69-U

3 • Coree Sanders • December 29, 2008 • 5:30 AM

Check out the second ad featured on this page.  This Airtel ad in India features moving scenes and inspirational people (Martin Luther King, Winston Churchill, etc.) who are noble and who achieve great things.  The advertisers want us to transfer our feelings of inspiration, admiration, and pride to Airtel, the telecom services provider.  A highly inspiring, wordless TV advert, but what have the world-changers to do with a telecommunications company? 😊

 

 


http://trak.in/tags/business/2007/06/14/which-is-the-most-creative-televsion-advertisement-in-india-till-date/

4 • Connie Gibson • December 30, 2008 • 1:57 AM

“China sent two of its prized giant pandas to Taiwan, the latest goodwill gesture aimed at persuading the island’s people to embrace their Communist rival.” (Chiang Ying-ying/Associated Press)

http://www.cbc.ca/photogallery/world/1861/

5 • Julie park • January 03, 2009 • 1:11 AM

Ok, I don’t know if I’m doing this right, but I’m going to give it a shot!

Remember the Sarah Palin ad that plays on her ‘hockey mom’ image to get her to the White House?
http://latimesblogs.latimes.com/.shared/image.html?/photos/uncategorized/2008/10/10/sarahmiracle.jpg

Appeals to the men because she’s tough, competitive, a fighter, a winner, a man’s kind of woman with a bring-it-on, I-can-take-them image that says I can bring this into the Oval Office. If I can handle hockey, I can handle the big boys in the House.

Appeals to the women because she’s a regular hockey mom, but she wears high heels and has her hair really nice and high-fashion glasses and she’s still a woman who can juggle it all and still look good.

SO, what does any of that have to do with being the vice president of the United States of America although a miracle is what it would’ve taken to get her there. She was right about that.

I liked her until I saw this ad. Sorry!

6 • Hans Bluedorn • January 03, 2009 • 12:29 PM

Ok, I’ve decided. I like number 2, Mastercard Commercial, best. I liked it because it was cute, convincing, entertaining, and was clearly a transfer.

Jason Kibbe is going to get the Codebreakers book. Jason, please send me your address.

All the other examples were good too.

Thanks everybody.

Hans

7 • J.R. • January 13, 2009 • 5:05 PM

what does HEAD ON have to do with

Borne,

ps.
no Borne is not spelled wrong

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