Propaganda Methods (IV.)
This is the fourth in our series of articles on this subject and in this one we introduce to your minds the device known as "Transfer". To cause us to have a better understanding of this method of propaganda I would again like to quote from the Institute for Propaganda Analysis, Inc.'s publication.
"Transfer" is a device by which the propagandist carries over the authority, sanction and prestige of something we respect and revere to something he would have us accept. For example, most of us respect and revere our church and our nation. If the propagandist succeeds in getting church or nation to approve a campaign in behalf of some program, he thereby transfers its authority, sanction and prestige to that program. Thus we accept something which otherwise we might reject.
In the Transfer Device symbols are constantly used. The cross represents the Christian Church, The flag represents the nation. Cartoons like Uncle Sam represents a consensus of public opinion. These symbols stir emotions. At their very sight, with the speed of light, there emerges the whole complex of feelings we have with respect to church or nation. A cartoonist by having Uncle Sam disapprove a budget for unemployment relief would have us feel that the whole United States disapproves relief costs. By drawing an Uncle Sam who approved the same budget, the cartoonist would have us feel that the American people approve it. Thus, the Transfer Device is used both for and against cause and ideas. (1)
If one picks up a modern magazine and leafs through it he can readily see the number of times that the device of "Transfer" is used. Oftentimes we see a two page ad in some largely circulated magazine. Perhaps it is a nice cheery scene on someone's patio. People are gathered about and on the table sits several sparkling glasses of beer. Thus, this particular beer is associated with the home and with the gathering of friends. Since this is an approved practice of friendly gatherings (or so they would have you to believe) then we should all have this particular brand of beer in our homes. Thus we are made to accept something that we might otherwise reject if we really stopped to think. This type of propaganda has actually appealed to many brethren. Thus, brethren become "social drinkers" to go along with the crowd.
But the Madison Avenue advertisers are not the only ones who use this type of propaganda. Brethren are also familiar with it and use it. The Judaizing teachers of Paul's day were not unfamiliar with it. They used the sacredness of the Law and identification with Moses and Abraham to offset the influence of the gospel and the apostle Paul. Thus, they carried over the authority and prestige of the Law to get the people to accept them and to accept in many instances their traditions. The Pharisees were especially adept at this.
Today brethren will do the same thing. Perhaps they will not associate a particular project with the whole church but will associate it with a large church or school. The fact that such and such a church or school is behind this will mean a great deal to many people. They accept that church or that school thus they accept the campaign or project because it is associated with that church or school. Their acceptance of the school or church has been transferred to the new project. This is oftentimes used with certain men. If we respect a certain man and he accepts something many times then we accept it also. People know that this is true. This type of transfer is usually made through testimonials which we want to deal with in our next article. Many of us are prone to lend support to our projects or ideas through the use of transfer. It would be wise for us to ever be on the lookout for this device and be sure that our acceptance of anything is due to facts rather than the prestige of the person or body of people with which it might seem to be associated.
(1). Propaganda Analysis, Vol. I, No. II