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You shall not press down upon the eyebrow of british labour party this crown of thorn. You shall not crucify world upon a intersect of gold ! — William Jennings Bryan, 1896
As the Institute for Propaganda Analysis explains :
Reading: Transfer — Propaganda Critic
transfer is a device by which the propagandist carries over the assurance, sanction, and prestige of something we respect and revere to something he would have us accept. For case, most of us respect and reverence our church and our nation. If the propagandist succeeds in getting church service or nation to approve a campaign in behalf of some broadcast, he thereby transfers its authority, sanction, and prestige to that course of study. thus, we may accept something which otherwise we might reject .
In the Transfer device, symbols are constantly used. The thwart represents the christian Church. The pin represents the nation. Cartoons like Uncle Sam represent a consensus of public opinion. Those symbols stir emotions. At their very view, with the speed of sparkle, is aroused the wholly complex of feelings we have with respect to church service or nation. A cartoonist, by having Uncle Sam disapprove a budget for unemployment relief, would have us feel that the unharmed United States disapproves relief costs. By drawing an Uncle Sam who approves the lapp budget, the cartoonist would have us feel that the american people approve it. frankincense, the Transfer device is used both for and against causes and ideas. 1
When a political activist closes her speech with a public prayer, she is attempting to transfer religious prestige to the ideas that she is advocating. As with all propaganda devices, the manipulation of this proficiency is not limited to one english of the political spectrum. It can be found in the speeches of dismissal theologists on the left, and in the sermons of religious activists on the right.
In a exchangeable fashion, propagandists may attempt to transfer the repute of “ Science ” or “ Medicine ” to a particular project or set of beliefs. A motto for a democratic cough drop encourages audiences to “ Visit the halls of medicine. ” On television receiver commercials, actors in white lab coats tell us that the “ Brand X is the most significant pain stand-in that can be bought without a prescription. ” In both of these examples, the transplant technique is at workplace .
These techniques can besides take a more baleful turn. As Alfred Lee has argued, “ even the most flagrantly anti-scientific racists are habit to dress up their arguments at times with terms and cautiously selected illustrations drawn from scientific works and presented out of all accurate context. ” The propaganda of Nazi Germany, for case, rationalized racist policies by appealing to both skill and religion .
This does not mean that religion and science have no stead in discussions about social issues ! The point is that an mind or course of study should not be accepted or rejected plainly because it has been linked to a symbol such as Medicine, Science, Democracy, or Christianity. For exemplar, imagine that your forefather reminds you “ An apple a sidereal day keeps the doctor away ” as he slips two apples into your lunch bag. technically, this is a flaw use of the transfer proficiency ; the popular saying links the fear of visiting the sophisticate to the benefits of eating fruit. however, the claim that apples are goodly is actually backed by medical research. If your don were to say, “ A cogitation recently published in Nutrition cartridge holder found many health benefits from eating apples, ” the linkage is allow.
The Institute for Propaganda Analysis has argued that, when confronted with the transfer device, we should ask ourselves the postdate questions :
- In the most simple and concrete terms, what is the proposal of the speaker?
- What is the meaning of the thing from which the propagandist is seeking to transfer authority, sanction, and prestige?
- Is there any legitimate connection between the proposal of the propagandist and the revered thing, person or institution?
- Leaving the propagandistic trick out of the picture, what are the merits of the proposal viewed alone?
1 Institute for Propaganda Analysis ( 1937 ) “ How to detect propaganda, ” Propaganda Analysis ( 2 ). Page 6 .