3)Transfer
In a transfer, advertisers try to improve the image of a product by associating it with a symbol most people respect, like the American flag or Uncle Sam. The advertisers hope that the prestige attached to the symbol will carry over to the product.
Product: Lincoln Insurance shows a profile of the president; Continental Insurance portrays a Revolutionary war minuteman.
Corporations also use the transfer technique when they sponsor prestigious shows on radio and televisions. These shows function as symbols of dignity and class.
In this way, corporations can reach an educated, influential audience and, perhaps, improve their public image by associating themselves with quality programming.
Politics: Ads for political candidate often show either the Washington Monument, a Fourth of July parade, the stars and Stripes, a bald eagle soaring over mountains, or a white-steepled church on the village green. The national anthem or “America the Beautiful” may play softly in the background.
4）Testimonial
The testimonial is one of advertisers’ most-loved and most-used propaganda techniques. Similar to the transfer device, the testimonial capitalizes on the admiration people have for celebrity to make the product shine more brightly—even though the celebrity is not an expert on the product being sold.
Print and television ads offer a nonstop parade of testimonials: here’s Cher for Holiday Spas; here’s basketball star Michael Jackson sings about Pepsi.
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