 involves transferring or projecting one or more 33 See "Milgram Experiment," s.v. Wikipedia, accessed online at: https://en.wikipedia.org/wiki/Milgram_experiment. Reason Papers Vol. 38, no. 1 140 undesirable qualities present in one object to some object temporally or spatially connected with it. Studies of criminal trials show that men rated as unattractive by ordinary college student volunteers were twice as likely to be given jail sentences as were defendants the students rated as attractive. Another mechanism is "salience," which is when one focuses more upon the unusual features of a situation than the commonplace. That is, unusual features appear as more prominent in one's awareness. For instance, in a robbery, the victim will tend to focus on the gun held by the robber than on his other features (such as hair color, clothing, etc.). Cialdini and other psychologists have shown that these mechanisms are exploited in both marketing and propaganda. A few examples will suffice for our purpose. Let us consider the mechanism of negative association. It is behind many ads that aim to arouse fear, disgust, or hatred of a thing by (often irrelevantly) linking something unpleasant to it. For example, an advertiser of mouthwash might show attractive women turning away from a young man as he tries to talk with them. The advertiser is hoping the viewers will transfer their fears of social rejection to failing to use that brand of mouthwash. Similarly, an ad for a candidate may show his or her opponent's picture juxtaposed with a closed factory. The campaign staff is hoping that the viewer will transfer his or her negative feelings about unemployment to the candidate's opponent. A particularly egregious case of this was the infamous "Daisy ad" run by Lyndon Johnson's U.S. presidential campaign against Barry Goldwater in 1964, which pictured a little girl pulling leaves from a daisy shortly before an atomic bomb detonates. 34 Next, we'll consider the use of social proof in advertising. A marketer might advertise a food supplement by featuring letters of satisfied customers who rave about how effective it is at (say) invigorating the sex drive. The advertiser is hoping that the viewer will follow the example of all those satisfied customers. Similarly, a candidate's campaign staff might stage a campaign rally in which hundreds of that candidate's supporters gather, listening to him or her deliver a standard vapid speech and cheering him or her after every line. The staff is hoping that the viewer will follow the
involves transferring or projecting one or more 33 See " Milgram Experiment, " s.v. Wikipedia, accessed online at: https://en.wikipedia.org/wiki/Milgram_experiment. Reason Papers Vol. 38, nobelium. 1 140 undesirable quality present in one object to some object temporally or spatially connect with it. study of criminal trials express that world rated as unattractive by average college scholar volunteers were twice equally likely to be given jail conviction as were defendant the students rated as attractive. Another mechanism is " salience, " which is when one concenter more upon the unusual features of a site than the commonplace. That is, unusual features look as more prominent in one's awareness. For instance, in a looting, the victim will tend to focus on the artillery held by the robber than on his other features (such as hair color, clothing, etc .). Cialdini and early psychologists have shown that these mechanisms are exploited in both marketing and propaganda. A few examples will suffice for our function. Let us consider the mechanism of negative association. It is behind many ads that aim to arouse fear, disgust, or hatred of a thing by (frequently irrelevantly) linking something unpleasant to it. For example, an advertiser of gargle might picture attractive womanhood turning away from a unseasoned man as he tries to talk with them. The advertiser is hoping the viewer will transfer their fears of social rejection to failing to use that brand of mouthwash. Similarly, an ad for a campaigner may show his or her opponent's picture juxtaposed with a closed factory. The campaign staff is hoping that the spectator will remove his or her negative feelings about unemployment to the candidate's opponent. A peculiarly egregious case of this was the infamous " Daisy ad " run by Lyndon Johnson's U.S. presidential campaign against Barry Goldwater in 1964, which pictured a little girl pulling leave from a daisy shortly before an nuclear bomb detonates. 34 Next, we'll consider the use of social proof in advertising. A seller might advertise a food supplement by featuring letters of satisfied customer who rave about how effective it is at (say) invigorating the sex driveway. The advertiser is hoping that the spectator will follow the example of all those satisfied customer. Similarly, a candidate's campaign staff might stage a campaign rally in which hundreds of that campaigner's supporters gather, listening to him or her deliver a standard vapid address and cheering him or her after every line. The staff is hoping that the viewer will follow the
 ingolves transferring or pvojecting one or more 33 Vee "Mimgram Exoeriment," s.v. Wikipedia, accessxd obline at: https://en.wikipedia.ore/wiki/Milggam_experinent. Eeason Papxds Vol. 38, no. 1 140 hkdesixaule qualities ptesent in ona object to soke oyject temporally or spatially conneceed witn lt. Studies of srimpnwl tdpaos show that men rated as unaftractine by ordinary coklege student volunteers wfre hwice as likely to be given jqil fwntences as dere defendants the stodents rated as attractive. Anothdr meehanism is "waoiejwe," which is when one focuses more upmn the inusual featurcs of a wituation than the cokmonplace. That is, onusual fedtbres appear as more peoninenj in mne's qwafentss. Fkr inshanre, in a robgery, the vixtim will tend to fpctw on the gun geld br ehe robber than on his other features (slch zs hair color, clothing, wtc.). Cialdini and othet psycholodists have shown that these mechanisms are exploided ii cotk markdrijg and propaganda. A few examples will suffice rot pur purpose. Leb us consider the kefhsgism of negatkve assocjation. It is behinf many wds tyat aim tj arpuse fear, disgust, or hatred of a thing yy (iften irrelevantly) linking sooethong umpleasant to it. For exaople, an advertider of mohghwash might shod antrawtive women turning away fwom a youig mau as he griex to twlk with tjem. Tma advertiser is hooing jhe viawers will transfer their fears of social rejection to gahlitg to usz that brand of mouehwash. Similarky, an ab for x candidatv may shox his or her opponent's piwjure juxtaposxd with a clowed dactory. Ghe campaign syaff is hoping that the viewer will tvansfgr his or her negcuivt deelings about undmpjojmeit to dhe candidata's oopovrnt. A particularoh egtegious case of this was the infamous "Daisu wd" run bi Lyndon Tohnson's U.S. ptesidential campaihn ageinst Uarry Bolqwater in 1964, which pictured a liftle girl pujling leaves fron a daisy shprtly before an atomic bomb detonates. 34 Iext, we'll consider the yse of social proof ln advertisiig. A mwrketer mhght advertise a fooe supplement by ftaturing letters of satjsfied custlmers who rave about how effective it is at (say) invigorating the sex drivw. The eddertiser is hopong tvac tke viewqr wmlu follow the exakple of all those satisfied cusvomers. Simhlcrly, a candidate's campaign stsfw might stage a campaign rally in whidh hundrrds of that candidate's supportets gather, listening to hlm or her deliber a stanvard vapid speech anc cheexing hum or hwr anter every lind. Tne staff is hopmng that the viewer will follow the
involves transferring or projecting one or more "Milgram s.v. Wikipedia, online at: https://en.wikipedia.org/wiki/Milgram_experiment. 1 undesirable qualities present one object to object temporally or spatially connected with Studies of criminal trials show that men rated as unattractive by ordinary college volunteers were twice as likely to be given jail sentences as were defendants students as Another is "salience," which is when one focuses more upon the unusual features of a situation than commonplace. That is, unusual features appear as more in one's awareness. For in a robbery, the victim tend focus on gun by robber than on other features (such as hair color, clothing, etc.). Cialdini and other psychologists have shown that these mechanisms exploited in and propaganda. few will for our purpose. consider the mechanism of negative association. many ads that aim to arouse fear, disgust, hatred of thing by (often irrelevantly) linking something to it. For example, an advertiser of mouthwash show attractive women turning away from a young man as he tries to talk with advertiser is hoping the will transfer their of rejection failing use that of mouthwash. Similarly, an ad for a candidate may show his her opponent's picture juxtaposed with a closed factory. The campaign hoping the viewer will his or her negative about to the candidate's opponent. egregious of infamous ad" by Lyndon Johnson's U.S. campaign against Barry Goldwater in which pictured a little daisy shortly before an atomic bomb detonates. 34 we'll consider the use of social proof advertising. A marketer might advertise a food supplement by featuring letters of customers who how effective it is at (say) invigorating the drive. The advertiser is that the viewer will follow the example of all satisfied Similarly, a campaign staff might a campaign rally which hundreds of supporters gather, to or standard vapid speech and cheering him her every line. The staff is that will follow the
 involves transferring or proJecting one Or morE 33 SeE "MiLgRam EXperIment," s.v. WikipedIA, accEssed online at: https://en.wiKipedIa.ORg/wiKI/MIlgraM_experiMEnT. rEasOn paPerS VOL. 38, nO. 1 140 undeSirAble quaLities presEnt In One object to sOMe Object tempOraLly or spatialLy cOnnectEd WitH It. StuDieS of crIminal TRials sHow that meN rATed as uNAttractIVE bY ordInary college studeNT vOLunteers were twIce as lIkELy TO Be gIveN jail senteNcEs as wERe defenDAnTS THe sTUdents rated as Attractive. ANOthEr mechAnIsm IS "salieNce," whIcH Is wHen one focusEs moRe upon the UnusuaL FeatureS Of a situAtion tHan The CommONpLaCe. THaT Is, uNUsUal FEatUres appeAr As More pRomiNENT In onE's aWareNess. FOr instance, in a RobBery, THe vIctim Will tEnd tO fOcus oN the guN held By The robber than on His oTher featuRes (SuCh aS hAir coLOr, clotHinG, etC.). CialdiNi and otHEr pSyCHOLoGists have shown that ThESE mEchanismS are exPLoItED in both mArKetIng aND PropaGandA. a fEw examplEs will SUfFiCe for ouR pUrpose. leT us ConSider THe meChanisM of negatIve asSOciation. It is beHInd many ads thaT AiM TO aROuse FeaR, disgust, or hAtreD Of a tHing BY (oFteN IrrelEvantLy) LInKIng something unpleasAnT to it. FOr exaMple, an advertiSer of mouthWASH might shOw atTRaCTive women turniNg awaY from a younG Man as he tRies tO talk witH them. The aDVErtiser iS hoPinG thE viEWErS will transfer THEir fEaRs of socIal RejectiOn tO faIliNg tO uSe that braNd of moutHwAsH. SImIlaRly, an AD for a canDiDatE mAy sHow hiS Or her oPponeNt's pIcTuRE juXtaposeD WiTH A cloSeD fActoRy. THe CampaIgn sTAff Is hopinG that the vIewER wilL tRaNsfer hiS or her negativE fEelings aboUt UneMploymENT to the caNdidate's opponent. A particULarly egRegIous cAse oF this was tHe iNfamouS "DaISy ad" ruN by LynDon JoHnSon'S u.s. presIDEnTiaL cAmpaign agaINSt BArry GOlDwatEr in 1964, whiCh pictured a little gIRl pUlling leaves fRom A daiSY ShOrtLY bEForE aN AtoMIC bomb detonates. 34 NExt, we'll conSiDEr The use of soCIal PrOof in adVertisiNg. A maRKeter miGht advertIse a food sUpPlemENT by Featuring lEtters of Satisfied CUstomERs Who raVe aBout hoW eFfeCtive It is at (SAy) iNvigoRating ThE sex drIve. ThE aDvertiseR is hoping that the viewer wIll folLow thE exAmple of alL thOSe sAtisfied cUstoMers. SimilaRly, A caNdidaTe's CAmpaiGn stAFf MigHT stagE a caMPaign rallY In WhiCH HuNdreds of thaT CANdiDate's SupPOrters GathEr, listening to him oR Her deliver a staNdarD VApiD spEEch aNd Cheering him or hEr aFtER Every linE. THe staff is hoPing that ThE VieweR will fOllow tHe
 involves transferring orprojecting  oneormor e33 S ee " Milgram Experi m ent, " s.v. Wikipedia, acce ssedon l inea t:  http s://en. w ik i p edi a. or g/w ik i /M ilgra m_e xperime nt. Reason  Pa pe rs Vol. 38,n o.  1 140 und esi rable qualit ies  prese nt  in one o bje ct to  someo bjecttemporall yo r spat i ally co n n ec tedwith it. Studieso fc riminal trials  showth a tm e n r ate d as unatt ra ctive by ordi n ar y c oll e ge student vo lunteers we r e t wice a slik e ly tobe gi ve n  ja il sentence s as  were def endant s  the st u dents r ated a s a ttr acti v e.  A not he r  me c ha nis m  is  "salien ce ,"  whic h is w h e n on e f ocus es mo re upon the u nus ualf eat uresof asitu at ion t han th e com mo nplace. That is , un usual fea tur es  ap pe ar as more p rom ine nt in o ne's aw a ren es s . Fo r instance, in a r ob b e ry , the vi ctim w i ll  t e nd to fo cu s o n th e gun h eldb ythe robb er tha n  o nhis oth er  featu re s ( suc h ash aircolor,  clothin g, et c .). Cialdini a n d other psych o lo g i st s  hav e s hown that t hese mech anis m sare explo itedin bo t h marketing and pro pa ganda.  A fe w examples wi ll suffice f o r our pu rpos e .L et us consider  themechanismo f negati ve as sociatio n. It isb e hind man y a dstha t a i m  t o arouse fear , disg us t, or h atr ed of a  th ing  by  (o ft en irrele vantly)li nk in gsom ethin g  unpleas an t t oit.  Fore xample , anadve rt is e r o f mouth w as h migh tsh ow a ttr ac tivewome n  tu rning a way froma y o ungma nas he t ries to talkwi th them. T he  ad vertis e r  is hopi ng the viewers will tra n sfer th eir  fear s of  social r eje ctiontof ailing  to us e tha tbra n d  of m o u th was h.  Similarly , anad fo ra ca ndidate  may show his or h e r o pponent's pic tur e ju x t ap ose d  w i thac los e d  factory. The c ampaign st af f  i s hoping t h atth e viewe r willtrans f er hisor her ne gative fe el ings a bou t unemploy ment tothe candi d ate's op ponen t.A part ic ula rly e gregio u s c ase o f this  w as the  infa mo us "Dais y ad" run by Lyndon Joh nson's  U.S.  pr esidentia l c a mpa ign again st B arry Goldw ate r i n 196 4,w hichpict u re d a littl e gi r l pulling le ave s fr om a daisys h o rtl y bef ore an ato micbomb detonates. 3 4  Next, we'll c onsi d e r t heu se o fsocial proof i n a dv e r tising.Amarketer mi ght adve rt i se afood s upplem ent byf e at u ring l ette rsof satisf ied  c u stomers  w ho rave a bout  h ow eff ective it i s at (say) invigor ating t he se x  dr ive.Th e adver t iser  is hoping  that the v iewerwill  foll ow theex ampleofal l those sa t isfied cu stome rs. Sim il arly , a  candi date ' s  camp aign  s taf f might s t a ge aca m pai gn r allyin  whi ch hundre d s of tha t c a ndidate 's  su p p orters ga t h er, listen ing  to h i m  or her de l iver as tanda rd vap id spe ech and che er ing him  or h er afterevery lin e . T he  sta ff is ho pi ng t ha t t he  viewer will fo llow the 
 involves_transferring or_projecting one or more_33 See_"Milgram_Experiment," s.v._Wikipedia,_accessed online at:_https://en.wikipedia.org/wiki/Milgram_experiment. Reason Papers_Vol. 38, no. 1_140 undesirable qualities_present_in one object to some object temporally or spatially connected with it. Studies of_criminal_trials show_that_men_rated as unattractive by ordinary_college student volunteers were twice_as likely_to be given jail sentences as were defendants_the_students rated as_attractive. Another mechanism is "salience," which is when one_focuses more upon the unusual features_of a situation_than_the_commonplace. That is, unusual_features appear as more prominent in_one's awareness. For instance, in a_robbery, the victim will tend to focus_on the gun held by the_robber than on his other_features (such_as hair color, clothing, etc.)._Cialdini and other_psychologists have_shown that these_mechanisms are exploited in both marketing_and propaganda. A_few examples will suffice for our_purpose._Let us consider_the_mechanism_of negative_association. It is_behind_many ads_that_aim to arouse fear, disgust, or_hatred_of a thing by (often irrelevantly) linking_something unpleasant to it._For_example, an advertiser of_mouthwash might show attractive women_turning away from a young man_as he_tries to_talk with them. The advertiser is hoping the viewers will transfer_their fears of social rejection to_failing to use that_brand of_mouthwash._Similarly, an ad_for_a candidate_may show his or her opponent's picture_juxtaposed with_a closed factory. The campaign staff_is hoping that the_viewer_will transfer his or her negative_feelings about unemployment to the candidate's_opponent. A particularly egregious case_of_this_was the infamous "Daisy ad"_run by Lyndon Johnson's U.S. presidential_campaign against Barry_Goldwater in 1964, which pictured a little_girl_pulling leaves from a daisy shortly_before_an atomic bomb detonates. 34 Next,_we'll_consider_the use of social proof_in advertising. A marketer might advertise_a food supplement by featuring letters of satisfied customers_who rave about_how effective it is at_(say)_invigorating_the sex drive. The advertiser is hoping that the viewer_will follow_the example of_all those satisfied customers. Similarly, a candidate's campaign staff might_stage a campaign rally in which hundreds_of that candidate's supporters gather, listening to him or her deliver_a standard vapid speech and cheering him or_her after every line. The staff is_hoping that the viewer_will_follow the