positive reaction on the consumer forms the basis of glittering generality in advertising. Transfer Propaganda Entailing advertisement to projecting positive or negative feelings that a person has regarding a specific idea or person to another. The goal of transfer propaganda in advertising is to cause the consumer to associate a product with positive or negative qualities such as patriotism and nationalism in their product evaluation. An advert that emphasizes patriotism, for instance, might be designed to cause consumers to buy a product out of the love that they have for their country. Companies take advantage of the fact that people value some things and that they detest others in shaping marketing campaigns. Testimonial Advertising Advertisements across the world also contain aspects of testimonial propaganda. Notably, this strategy involves including influential people, as well as authority figures and experts, in adverts to attract the attention of consumers. A toothpaste advert that claims that 99 percent of dentists would recommend the product is an example of how testimonial propaganda occurs in advertising. Similarly, companies or campaigns are known to use celebrities in endorsing different products through both traditional and modern advertising channels. A billboard containing the picture of a famous footballer holding a ball could, for instance, create the impression that the celebrity prefers the specific brand. In such cases, companies may persuade and manipulate consumers into believing that their products have been tested and approved by authority figures. An understanding of how testimonial advertising affects consumers is, therefore, helpful in assessing why companies use it. See also Brian Timpone History of propaganda Media bias Media manipulation Political music Propaganda techniques Further reading Jacques Ellul, Propaganda: The Formation of Men's Attitudes. Trans. Konrad Kellen & Jean Lerner. New York: Knopf, 1965. New York: Random House/ Vintage 1973 The Techniques of Propaganda Defining Propaganda II Media's Use of Propaganda to Persuade People's Attitude, Beliefs and Behaviors The Computational Propaganda Project at the Oxford Internet Institute, University of Oxford References Social phenomena Media bias Media manipulation Propaganda