Testimonial:
The testimonial is another example of the seven propaganda techniques as identified by the Institute for Propaganda Institute. The testimony can be implied by linking the image of a famous or respected celebrity with the item, or an endorsement or a quotation by a famous or respected celebrity which links the item to the celebrity in the mind of the viewer.
Testimonials are closely linked with the transfer propaganda technique, in that an attempt is made to connect an admirable person to an object. This propaganda technique is frequently used in advertising and political campaigns.
One way to combat this form of propaganda is to – once again – consider the merits of the idea or item independent of the person or organization endorsing it.
Examples of this type of propaganda:
Michael Jordan’s endorsement of Nike sports shoes. The viewer unconsciously links Michael Jordan’s prowess on the basketball court with being knowledgeable about sports shoes.
Wheaties, the breakfast cereal, always has an Olympic star or athletic star on its box which links the ability or star power of the athlete with eating Wheaties. Eating of Wheaties probably has nothing to do with Venus William’s success at Wembledon but seeing her endorsements link her with Wheaties in the mind of the viewers.
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