If a window was broken or a drain was blocked up, someone was certain to say that Snowball had come in the night and done it, and when the key of the store-shed was lost, the whole farm was convinced that Snowball had thrown it down the well. Curiously enough, they went on believing this even after the mislaid key was found under a sack of meal. The cows declared unanimously that Snowball crept into their stalls and milked them in their sleep. The rats, which had been troublesome that winter, were also said to be in league with Snowball.

It's interesting to note that other animals considered problems, such as the rats, are made guilty by association with Snowball's name.

Snowball's name is again repeatedly evoked during the show trials in which the dogs slaughter a number of animals who confess to crimes they all say were incited by Snowball. Four young pigs confess, as well as the three hens who had led the protest against giving up more eggs; a goose admits to theft and three sheep to two different crimes: one to urinating in the drinking pool and two to murdering an old ram. Though the animals are "shaken and miserable" over the carnage, the idea of Snowball's treachery diverts them from the barbarity of the animal slaughter they have just witnessed.

On the other side of the propaganda spectrum, while Snowball's name is demonized, Napoleon's is ever more exalted. He comes to be called not just Napoleon, but "our Leader, Comrade Napoleon" and "Father of All Animals, Terror of Mankind, Protector of the Sheep-fold, Ducklings' Friend, and the like." These names add a godlike aura that increases his stature and further distances him from the other animals.

Name calling is a technique used by propagandists in order to discredit someone, as well as to incite fear and prejudice against an adversary, thus bringing about conclusions and actions against the target of the name calling.

In George Orwell's Animal Farm, in Chapter 1,  Old Major tells the animals,

"Man is the only real enemy we have. Remove Man from the scene, and the root cause of hunger and overwork is abolished for ever."

Later, in Chapter 3,the pigs refer to human beings as "worthless parasitical human beings."

Then, in Chapter 6 after Napoleon has usurped power and made the animals work harder and discontinued the Sunday meetings, his propagandist, Squealer, addresses the animals and places blame upon Snowball, whom Napoleon has run off from the farm. He blames the animals’ confusion in the matter of the new policies on lies circulated by Snowball. And, addressing the animals, Squealer uses name-calling,

..."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...."

Of course, as Napoleon becomes more despotic, as in Chapter 8, he justifies his actions of some of the animals who dissent murdered as "killing the traitors."

It's often the case that people will buy a particular product they've seen advertised on TV because it's endorsed by a celebrity. And in Animal Farm, certain ideas are accepted by the animals simply because Boxer endorses them. A good example of this comes when the heroic, but not very bright, work-horse adopts the slogan "Napoleon is always right."

Among other things, this means that Napoleon can successfully evade responsibility for all the things that go wrong on the farm. If there's a chronic shortage of food, or a windmill collapses, then no one can blame Napoleon. He can pretty much get away with anything. Why? Because he's always right. But there has to be an explanation for such setbacks, and this allows Napoleon and Squealer to pin the blame for everything that goes wrong on Snowball, whose reputation they proceed to trash.

Boxer's unthinking adoption of the notorious slogan makes it easier to keep the other animals in line. On the whole, the animals tend to look up to Boxer, seeing him as a living embodiment of the Animalist revolution and its values. So they have no good reason to doubt the veracity of his claim that Napoleon is indeed always right.

Napoleon utilizes the technique of testimonial propaganda to mislead the other animals into believing that Snowball was responsible for the destruction of the windmill. Testimonial propaganda is a technique used when a famous or celebrated individual endorses an idea. This is exactly what Napoleon does so that he can shift the blame and create an enemy when the windmill collapses. Napoleon realizes that his construction plans were flawed and that the windmill could not withstand the harsh weather because it was incorrectly built. However, Napoleon knows the strength of his position and uses it to his advantage. As the animals are standing around the scattered remnants of the windmill, Napoleon says,

"Comrades...do you know who is responsible for this? Do you know the enemy who has come in the night and overthrown our windmill? SNOWBALL!" (Orwell 30).

Napoleon shifts the blame to Snowball by claiming that he maliciously planned and executed the attack on the windmill. Upon learning that Snowball was responsible for such an act, the animals become furious and begin to plan ways to catch Snowball. Napoleon's clever use of testimonial propaganda shifts the blame from him as he accuses Snowball of malicious activity. 

In Old Major's speech to the animals he uses propaganda by uniting all the animals against one common enemy: the humans. He tells them their lives would be better if they would but listen to him and overthrow the farmers.  He also teaches them the song "Beasts of England" which serves to teach the animals easy to remember tenets of his ideas. The song is also sung at the end of the pig's secret meetings to unite and empower them. Snowball and Napoleon also use the song to help spread their message throughout the farm.

Slogans like "Four legs good, two legs bad" are also types of propaganda.  Though the animals do not always understand what it means, they repeat the short and easy to remember shibboleth.  When Napoleon and Snowball run for election, they each also develop easy to remember slogans -"Vote for Snowball and the three-day week" and "Vote for Napoleon and the full manger"- to garner support.

Squealer uses fear as a type of propaganda.  He warns the animals if they make one false step Jones' will return. This fear helps keep the animals in line. He is also able to convince the animals that even though they know Snowball fought bravely at the Battle of the Cowshed, he really didn't. By doing this, he is able to convince them that Snowball is a traitor.

As was mentioned in the previous post, transfer propaganda is defined as a technique that projects the positive or negative qualities of an individual to something in order to make the second seem more or less acceptable. Squealer continually uses transfer propaganda to oppress and manipulate the other animals on the farm into accepting the pigs' decisions. After Napoleon chases Snowball off of the farm, the ruling pigs use transfer propaganda to blame all of their failures on Snowball. Transfer propaganda is employed to blame Snowball for the destruction of the windmill, as well as all of the other unfortunate occurrences on the farm. Orwell writes,

"Whenever anything went wrong it became usual to attribute it to Snowball" (30).

When Squealer declares that Snowball was in league with Jones and plotted against Animal Farm at the Battle of Cowshed, many of the animals find this hard to believe. When Boxer questions Squealer and comments that Snowball fought bravely, Squealer uses transfer propaganda by appealing to Napoleon's authority. Squealer says,

"Our Leader, Comrade Napoleon...has stated categorically — categorically, comrade — that Snowball was Jones’s agent from the very beginning — yes, and from long before the Rebellion was ever thought of" (Orwell 32).

Upon learning that Napoleon stated that Snowball was allied with Jones during the Battle of Cowshed, Boxer accepts Squealer's testimony. Napoleon is viewed as an infallible, honest leader which means that all of his comments must be true.

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. 

I would select Old Major's speech to the animals, at the very start of the story, as a perfect example. Orwell, of course, uses the terminology of real-life socialism by having Old Major address the others as "comrade." The aging pig also uses the fact that he has not much time left on earth as an element of persuasion. He has seen more of life than the other animals and has concluded that Man is the source of all evil. "Man," he says, "is the only creature that consumes without producing." This is Major's key point, although (as with much propaganda in the real world) it is a falsehood, in spite of the element of truth in it from the animals' perspective.

The most interesting thing about the speech, in my opinion, is that it is capped off with a song, "Beasts of England," which, we are told, has a tune somewhere between "Clementine" and "La Cucaracha." This is the Animal Farm equivalent, one presumes, of the "Internationale," the anthem of world Socialism. Any persuasive message in the real world is enhanced by music. (The actual tune of the "Internationale" was even praised by Ayn Rand: the most ardent anti-socialist/anti-Communist the world has ever seen.) At the same time, there is a pathetic quality to Major's speech. The irony is that the good intentions with which the animal revolution begins all come to nothing in the end.

In George Orwell’s novel Animal Farm, various speakers present themselves as “just plain folks” in an effort to make their propaganda more widely appealing and more potently effective. One of the first propagandists to speak in this way is Old Major himself – the elderly pig (modeled on Karl Marx) who first encourages the animals to rebel. Old Major’s presentation of himself as a simple creature – a creature with whom other creatures can readily identify and who has the interests of those other creatures at heart – appears in a variety of ways, including the following:

• He speaks to the other creatures as his equals – as his “comrades.”
• He calls attention to his own mortality and indeed to his own impending death.
• He says that he considers himself obligated to share his insights:

I feel it my duty to pass on to you such wisdom as I have acquired. I have had a long life, I have had much time for thought as I lay alone in my stall, and I think I may say that I understand the nature of life on this earth as well as any animal now living.

• As the preceding quotation, suggests he speaks modestly, as when he mentions “such [that is, whatever] wisdom as I have acquired,” implying that he does not possess total wisdom.
• As the preceding quotation shows, he emphasizes his loneliness.
• As the preceding quotation also shows, he suggests that any wisdom he possesses is rooted in long thought and painful experience – experience of the sort the other animals have also endured.
• He speaks not of his life alone but of “our lives.”
• He emphasizes that he has been subject to just as much mistreatment as all the other animals.
• He speaks as a kind of English patriot who is proud of the land into which he and all the other animals have been born.
• He focuses on problems – and solutions – that are very easy to understand.
• He directly addresses different segments of his audience, as if he is speaking particularly to them.
• He singles out specific individual (and popular) animals for special attention, implying that he admires and sympathizes with them as much as the other animals do.
• He speaks frankly and without equivocation; he takes on the roles of plain talker and truth teller.
• He asks questions of his audience, as if he respects their opinions and wants them to think for themselves.
• As he concludes the main portion of his speech, he once again presents himself as a spokesman who strongly identifies with his audience and sees himself as one of them:

And among us animals let there be perfect unity, perfect comradeship in the struggle. All men are enemies. All animals are comrades.

In all these ways, Old Major presents himself as just one of the folks.