Testimonial Propaganda Examples
PR Firm Pays Celebrities for Foreign Propaganda Junkets
Foreign government (Ecuador) pays US PR firm to hire celebrities (Danny glover and Mia Farrow) who traveled to the country to bemoan environmental damage.
Ecuadorian lawsuit filed against oil company Chevron over alleged environmental contamination.
“Ecuador hired the firm specifically to go after Chevron, which has resisted paying a $9 billion judgment the company claims was obtained by fraud and corruption on the part of American plaintiffs’ attorneys.”
Danny Glover and Mia Farrow lend their “star” power to reinforce the idea that legitimate environmental damages were sustained by Ecuador and that the US company, Chevron should pay up.
Wonder how much Danny Glover and Mia Farrow are paid for their Cuba junkets?
MCSquared, the PR firm, listed disbursements as
- $188,391.12 to Greater Talent Network, which represents Mia Farrow, and
- $330,000 to the American Program Bureau, which represents Danny Glover.
Payment for endorsement is of course common in the advertising industry, but it does introduce an element of doubt as to whether the spokesperson really believes what he is promoting or just doing it for the money. This is an example of testimonial propaganda and just one of many propaganda techniques, or is it something else?
Testimonial Propaganda Definition
Using a spokesperson, to support or reject a given policy, action, program, personality or a product. The reputation or the role (expert, respected public figure, etc.) of the individual giving the statement is exploited. Testimonial propaganda hijacks the trusted authority of the expert to gain widespread acceptance of the message being delivered.
Testimonial Propaganda CommercialsCover Girl Macy’s
Testimonial Propaganda in Animal Farm
#1 Boxer, whom the animals love, admire, and respect due to his hard work and devotion to Animalism, adopts a new slogan, “Napoleon is always right”.
#2 Soon after the animals take over the farm, the animals notice that all the apples and milk are missing and are being consumed by the pigs. Squealer emerges as the chief propagandist, using “testimonial” arguments and telling the other animals the pigs need this “brain food” to help them lead the farm.