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Inversion is a good word to describe that. The Situationists in Paris '68 used a similar tack called détournement, turning corporate iconography back in on itself. As I said in the first post of this thread, this is the tactic Ad Busters employs.
Projection, however, is more like what Bill O'Reilly does when he accuses Al Franken and others of his critics of being incivil. It is related to inversion in the sense that it denies the truth of what the propagandist represents, stealing the shell of its opponent's virtues and putting its own vices onto the head of its opponent.
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