We should start with definitions. The idea behind transfer in propaganda or even advertising is the idea of projecting either positive or negative qualities of a person to another in order to make the second more acceptable or less acceptable.
We see this technique used many times in Animal Farm. When the Windmill is destroyed, the blame is shifted to Snowball. According to Napoleon, he has been a traitor all along. He conspired with humans to bring havoc on Animal Farm. Here is what Napoleon says:
"Do you know the enemy who has come in the night and overthrown our windmill? SNOWBALL! ...in malignity, thinking to set back our plans and avenge himself for his ignominious expulsion, this traitor has himself crept her under cover of night and destroyed our work of nearly a year...."
The greater subtly is this. The windmill is actually a good idea, but the problem is that Snowball thought of it. So, what Napoleon does is discredit Snowball and simultaneously take credit for the Windmill. So, the building of the windmill is now transferred to Napoleon. He become synonymous with it.
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