• Entry
  • Reader's guide
  • Entries A-Z
  • Subject index

Testimonials, Political

A testimonial, also referred to as an endorsement, is a statement for or against a product, service, candidate for office, or political idea. Such a statement is intended to influence others to follow the guidance of the individual(s) providing the testimonial. The use of testimonials is based on identification, association, and projection. Testimonials are often used as a persuasive technique in propaganda and political advertising.

Propagandists and advertisers often use testimonials because they believe that members of the audience will identify with, or want to be like, the individual(s) providing the statement(s) of support. Often, celebrities or well-known figures are used to provide testimonials. This is done to enhance the desire of audience members to accept the ideas being presented because they wish to be like, ...

    • Loading...
    locked icon

    Sign in to access this content

    Get a 30 day FREE TRIAL

    • Watch videos from a variety of sources bringing classroom topics to life
    • Read modern, diverse business cases
    • Explore hundreds of books and reference titles