the most brilliant propagandist technique will yield no success unless one fundamental principle is borne in mind constantly and with unfiagging attention. It must confine itself to a few points and repeat them over and over. Here, as so often in this world, persistence is the first and most important requirement for success.
Particularly in the field of propaganda, we must never let ourselves be led by aesthetes or people who have grown blase: not by the former, because the form and expression of our propaganda would soon, instead of being suitable for the masses, have drawing power only for literary teas; and of the second we must beware, because, lacking in any fresh emotion of their own, they are always on the lookout for new stimulation. These people are quick to weary of everything; they want variety, and they are never able to feel or understand the needs of their fellow men who are not yet so callous. They are always the first to criticize a propaganda campaign, or rather its content, which seems to them too old-fashioned, too hackneyed, too out-of-date, etc. They are always after novelty, in search of a change, and this makes them mortal enemies of any effective political propaganda. For as soon as the organization and the content of propaganda begin to suit their tastes, it loses all cohesion and evaporates completely.
The purpose of propaganda is not to provide interesting distraction for blase young gentlemen, but to convince, and what I mean is to convince the masses. But the masses are slowmoving, and they always require a certain time before they are ready even to notice a thing, and only after the simplest ideas are repeated thousands of times will the masses finally remember them.
When there is a change, it must not alter the content of what the propaganda is driving at, but in the end must always say the same thing. For instance, a slogan must be presented from different angles, but the end of all remarks must always and immutably be the slogan itself. Only in this way can the propaganda have a unified and complete effect.