How The Bible is More Than a Prop

Propaganda analysis calls it “transfer.” It is using a symbol or image that has a predefined understanding or sentiment with the message you want to sell. The theory is that the sentiment from the first symbol or image is “transferred” to the new image or message. It’s used in advertising campaigns often, such as showing people at parties having fun with an advertised beer. It’s used to reinforce loyalty for a brand or introduce a sentiment towards a new brand. It relies on an audience’s identification with an established object of reverence.