The Testimonial Device
We are advertis'd by our loving friends. SHAKESPEARE, Henry VI
Fifty million Frenchmen can't be wrong. Attr. to TEXAS GUINAN
IN the Testimonial Device the persuader employs the voice of experience, of wisdom, of authority to cause us to approve and accept or to disapprove and reject persons, things, and ideas. He uses the testimonials of well-known public figures and of representatives of respected institutions to give sanction and prestige to the poison words or virtue words calculated to make us be for or against what he wants approved or disapproved. Sometimes he utilizes the testimonials of just plain ordinary folks like you and me.
The Testimonial Device frequently merges with the "Poison" Device and the "Virtue" Device to increase their effectiveness. It can tap the driving power of any or all of our needs and desires. Especially does it appeal to our faculties of imitation and emulation