When you like a product, you buy it even if you do not need it. And many times you replace your product with something different. Because it looks appealing and it looked better than the one that you have been using before, right? Yes! If I say that you didn’t necessarily need it, but were manipulated to buy it, would you believe me? You have to because these are just propaganda to manipulate and make you buy or do things that you necessarily do not have to. This article is going to talk about propaganda and the types of propaganda. We will also look at transfer propaganda examples ads. Get ready to know something totally different this time.
1. What is an Example of Transfer?
In this case, the advertiser wants to transfer good feelings about his products. It basically relies on symbolism to make its target audience buy those products. An example of this would be when you see a famous celebrity endorsing a particular brand so automatically you feel that the product must be nice and you want to buy it. (See How is Demand used in Economics?)
2. What are the Types of Propaganda?Photo by Waldemar Brandt on Unsplash
In general, propaganda spreads biased or misleading information to promote a particular point of view. It is a communication whose purpose is to influence the attitude of a group to fulfill a particular cause. In short, it is the promotion of distorted information.
Before you know the transfer propaganda examples ads, take a look at the different types of propaganda:
- Bandwagon propaganda: This type of propaganda convinces people that they should follow the group. They should do what others are doing and if they do not, then they will not be a part of society.
- Name-calling propaganda: In this propaganda, the company uses pejorative and derogatory terms about other brands to create a negative image of it. They intentionally point out and speak negative things about other brands to promote their own.
- Plain folk propaganda: Here, instead of using well-known faces of celebrities. The company uses ordinary people to create the image that their products are meant for everyone and that they care for ordinary people.
- Card stacking propaganda: In this type of propaganda, the brand hides negative or unpleasant facts about its products. They make their products more appealing by mentioning some facts that may not be true and advertising only about their benefits.
- Stereotyping propaganda: Here, a particular group and its traits are targeted. Companies do this as a cause to break the stereotype of the community and sell their products. They advertise their products using these stereotypes.
- Transfer propaganda: Transfer propaganda is where the shortcomings of the opposing party are used to influence people to promote and buy certain products. It is a very smart way of manipulating or setting an example before everyone. One of the transfer propaganda examples ads can be the promises done by a politician by highlighting the bad deeds of other parties.
- Glittering generality propaganda: In this type of propaganda, the company uses words and phrases that influence people to buy their products. They use words that make them seem connected to the audience and look as if they care for them. For example, we are with you, we understand you, etc.
- Ad nauseam propaganda: In this type of propaganda, the company uses commercial ads to promote its products. The ads of certain brands flash frequently before your eyes when you watch television and the name of the brand gets imprinted on your mind. So, when you go to buy any product, you prefer to buy the ones you have seen in ads.
- Testimonial propaganda: Here, the company uses well-known faces of players or celebrities to promote its products. This is a way to gather the fan base of the celebrity and convert them into their customers.
- Appeal to fear propaganda: This type of propaganda takes advantage of people’s fear. The companies that manufacture products use the fear of people to convince them to buy their products. For example, health insurance.
- Appeal to prejudice propaganda: This type of propaganda works on the principle to exploit the audience’s desires. An example of this can be the body shaming done to big-sized people. They start to use products that can make them slim.
3. What is Transfer Advertising?
Transfer advertising or transfer propaganda is a type of advertising that attempts to transfer the feelings of people from one topic or product to another. In this type of advertising, the advertiser highlights only a specific quality of their product that fits well with the message they are trying to convey to that particular group of people.
This type of advertising can be done by intentionally hiding the negative aspects of a certain product or by blaming others brands to tell how good the product the advertiser is. This type of transfer is known as negative transfer advertising where one shifts the blame on another and highlights only bad aspects of the other brand. (See What are Horizontal Cooperative Advertising Examples?)
4. What does Transfer mean in Propaganda?
The transfer in propaganda means that the advertiser uses certain qualities of their product or service, both positive and negative, to divert the minds of people and manipulate them. This is also known as an association. Here, the transfer of feelings or thoughts about a certain topic or product is changed and diverted onto another.
The advertiser can use only some specific qualities of their product that might or might not be true. They can intentionally hide negative aspects too. They follow the transfer propaganda examples ads to develop a good image of their product in the mind of people. (See What is production concept in marketing?)
5. What are Transfer Propaganda Examples Ads?Photo by Marcus Herzberg on Pexels
Some transfer propaganda examples ads are:
- Brand highlights only the good aspects of its cooking oil and hides all the negative and harmful ones.
- A brand that uses vegan products highlights its good aspects while comparing them with other brands that use non-vegan products.
- Some company manufacturing their products in their home country highlights the feelings of patriotism among the people.
- Some political parties use the transfer propaganda examples ads and highlight the bad traits of the opposition party to promote their own party.
6. What is an Example of a Transfer Advertisement?
While discussing the transfer propaganda examples ads, additionally note that an example of a transfer advertisement is when some beauty brand calls their products environment-friendly by highlighting that they only use vegan raw materials for their products instead of harming animals and disrupting the balance of the environment. The brand can also set a good impression of itself by highlighting the other brands that use non-vegan materials. Consumers can get influenced and start using their products in an attempt to save the environment. (See Who Receives the Goods and Services Produced?)
7. What Propaganda Strategies were used in Advertisements?
Propaganda strategies appeal more to a consumer’s emotions than to their common sense or logic. This is a way of manipulating and influencing people to use a specific product or service by highlighting and comparing one product to another. This is done by highlighting the good traits of one product to set a good image for the consumer.
- Testimonial: Here, the brands use celebrities and popular figures to advertise their product. The consumers associate themselves with those celebrities and start using the products advertised by them.
- Name-calling or stereotyping: This is where a certain brand uses derogatory terms for other brands to create a negative image of that brand. It is done to promote a certain brand or product and make the other brand less popular.
- Loaded Word: Here, strong positive or negative words are used to enhance the good traits of a product. These words are used in such a way that they deeply influence the consumer. For example, healthy brown bread, the newest Apple technology, etc.
- Transfer: Here, the brands try to shift the thinking of people by manipulating them. They only preach about the good aspects of their products and can hide the negative ones intentionally to make more people follow their brand.
- Plain Folks: Here, the company uses common people who do not belong to the industry to advertise their products. This can make them look like that they care for everyone and their product is meant for everyone.
- Bandwagon Technique: Here, the brands convince people to follow the group and do what others are doing to fit in. If they do not follow, then they are left out and shamed.
- Misuse of statistics: Misuse of statistics, as the name suggests, is a marketing strategy that uses misleading statistics and information. They do this to grab the consumer’s attention and make them believe something which is not true. For example, toothpaste companies use statistics where that show that their product is recommended by 9 out of 10 dentists.
- Snob Appeal: This technique is used by brands where they promote their product by telling people that if they use their product, they become smarter and better than others. For example, a perfume brand may say that its perfume makes people more appealing.
8. What is a Transfer Technique?
The transfer technique is where the brand uses only good characteristics of their product to make a good impression on people’s minds. Moreover, they follow the transfer propaganda examples ads to make their products more popular and increase their business. By telling only the good aspects, they hide all the negative ones and create a false impression. They transfer the feelings of people from one product or service to another by promoting falsely how good their product is. (See Why marketing research can give inaccurate results?)
9. What is Transfer Persuasive Technique?
The transfer persuasive technique is when the brand makes efforts to associate their product with people and their feelings. They intentionally hide all the negative aspects of their products. An example can be a brand of pressure cooker that uses a minimal amount of harmful items and makes only healthy food for the family compared to the brands that use more of it. All the transfer propaganda examples ads come under these techniques to promote their products. (See Where do You Start in Creating the Master Budget?)
10. What is an Example of Bandwagon Propaganda?Photo by Jo San Diego on Unsplash
An example of bandwagon propaganda is when people watch certain shows or movies just to fit in a group even when they do not want to watch them. They watch it just to feel present and be a part of the group because they feel left out if they didn’t do that. (See Why is classical advertising not effective online?)