Transfer (propaganda technique)

"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," explained the now-defunct Institute for Propaganda Analysis in its 1938 analysis of this common rhetorical technique. "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 may 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 represent a consensus of public opinion. Those symbols stir emotions . At their very sight, with the speed of thought, is aroused 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 approves 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 causes and ideas."