The function of propaganda does not lie in the scientific training of the individual, but in calling the masses’ attention to certain facts, whose significance is placed within their field of vision.
All propaganda must be popular and its intellectual level must be adjusted to the most limited intelligence among those it is addressed to. Consequently, the greater the mass it is intended to reach, the lower its purely intellectual level it needs to be.In calling upon a population to remain at war, the aim is to influence a whole people.Excessive intellectual demands on the public must be avoided.
The more modest its intellectual ballast and the more it takes into consideration the emotions of the masses, the more effective it will be. This is the best proof of the soundness of a propaganda campaign, and not success pleasing a few scholars or young aesthetes.
The art of propaganda lies in understanding the emotional ideas of the great masses and finding, through a psychologically correct form, the way to the attention and to the heart of the broad masses. The fact that the scholars do not understand this merely shows how mentally lazy and conceited they are.
The receptivity of the great masses is very limited, their intelligence is small, but their power of forgetting cannot be overestimated.If a mistake is made,the public will soon overlook it. In consequence of this, all effective propaganda must be limited to a very few points and must harp on these in slogans.
Exactly the same applies to political advertising.
The function of propaganda is, not to weigh and ponder the rights of different people, but exclusively to emphasize the one right which it has set out to argue for. Its task is not to make an objective study of the truth; its task is to serve its own right, always and unflinchingly.