[ΒΟΟΚ] Propaganda

8/13/2019 [] Propaganda

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Propagandaby Edward Bernays

[The] American business community was also very impressed with the propaganda effort.

They had a problem at that time. The country was becoming formally more democratic. A lot

more people were able to vote and that sort of thing. The country was becoming wealthier and

more people could participate and a lot of new immigrants were coming in, and so on.

So what do you do? Its going to be harder to run things as a private club. Therefore,

obviously, you have to control what people thin!. There had been public relation specialists but

there was never a public relations industry. There was a guy hired to ma!e "oc!efellers imageloo! prettier and that sort of thing. #ut this huge public relations industry, which is a $.S.

invention and a monstrous industry, came out of the first %orld %ar. The leading figures were

people in the &reel &ommission. In fact, the main one, 'dward #ernays, comes right out of the

&reel &ommission. (e has a boo! that came out right afterwards called )ropaganda. The term

*propaganda,* incidentally, did not have negative connotations in those days. It was during

the second %orld %ar that the term became taboo because it was connected with +ermany,

and all those bad things. #ut in this period, the term propaganda ust meant information or

something li!e that. So he wrote a boo! called )ropaganda around -/0, and it starts off by

saying he is applying the lessons of the first %orld %ar. The propaganda system of the first

%orld %ar and this commission that he was part of showed, he says, it is possible to

*regiment the public mind every bit as much as an army regiments their bodies.* These new

techni1ues of regimentation of minds, he said, had to be used by the intelligent minorities in

order to ma!e sure that the slobs stay on the right course. %e can do it now because we have

these new techni1ues.

This is the main manual of the public relations industry. #ernays is !ind of the guru. (e

was an authentic "oosevelt23ennedy liberal. (e also engineered the public relations effort

behind the $.S.4bac!ed coup which overthrew the democratic government of +uatemala.

(is maor coup, the one that really propelled him into fame in the late -/5s, was getting

women to smo!e. %omen didnt smo!e in those days and he ran huge campaigns for

&hesterfield. 6ou !now all the techni1ues7models and movie stars with cigarettes coming out

of their mouths and that !ind of thing. (e got enormous praise for that. So he became a

leading figure of the industry, and his boo! was the real manual.

Noam Chomsky

(From Chomsky's "What Makes Mainstream Media

Mainstream": a tak at ! Media nstit#te$ %#ne &)


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Contents

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standardied 8ode o9 so8ia 8ond#8t to whi8h we 8on9orm most o9 the time*

n theory$ e;erybody b#ys the best and 8heapest 8ommodities o99ered him on the market*

n pra8ti8e$ i9 e;ery one went aro#nd pri8ing$ and 8hemi8ay testing be9ore p#r8hasing$ the

doens o9 soaps or 9abri8s or brands o9 bread whi8h are 9or sae$ e8onomi8 i9e wo#d be8ome

hopeessy @ammed* 1o a;oid s#8h 8on9#sion$ so8iety 8onsents to ha;e its 8hoi8e narrowed to

ideas and ob@e8ts bro#ght to its attention thro#gh propaganda o9 a kinds* 1here is

8onseday$ be8a#se ideas 8an be


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instantaneo#sy transmitted to any distan8e and to any n#mber o9 peope$ this geographi8a

integration has been s#ppemented by many other kinds o9 gro#ping$ so that persons ha;ing

the same ideas and interests may be asso8iated and regimented 9or 8ommon a8tion e;en

tho#gh they i;e tho#sands o9 mies apart*

t is e=tremey di99i8#t to reaie how many and di;erse are these 8ea;ages in o#r so8iety*

1hey may be so8ia$ poiti8a$ e8onomi8$ ra8ia$ reigio#s or ethi8a$ with h#ndreds o9

s#bdi;isions o9 ea8h* n the Word .mana8$ 9or e=ampe$ the 9oowing gro#ps are isted #nder

the .'s:

1he 5eag#e to .boish Capita P#nishment? .sso8iation to .boish War? .meri8an nstit#te o9

.88o#ntants? .8tors' ECigarette 5eag#e? .nti>Pro9anity 5eag#e?

.r8heoogi8a .sso8iation o9 .meri8a? Nationa .r8hery .sso8iation? .rion 0inging 0o8iety?

.meri8an .stronomi8a .sso8iation? .yrshire Breeders' .sso8iation? .te8 C#b o9 &A* 1here

are many more #nder the "." se8tion o9 this ;ery imited ist*

1he .meri8an Newspaper .nn#a and 2ire8tory 9or &A ists $&A periodi8a

p#bi8ations in .meri8a* ha;e see8ted at random the N's p#bished in Chi8ago* 1hey are:

Narod (Bohemian daiy newspaper)? Narod>Poski (Poish monthy)? N*.*,*2* (pharma8e#ti8a)?

Nationa Corporation ,eporter? Nationa C#inary Progress (9or hote 8he9s)? Nationa 2og

%o#rna? Nationa 2r#g Cerk? Nationa Engineer? Nationa -ro8er? Nationa /ote ,eporter?

Nationa n8ome 1a= Magaine? Nationa %eweer? Nationa %o#rna o9 Chiropra8ti8? Nationa

5i;e 0to8k Prod#8er? Nationa Mier? Nationa N#t News? Nationa Po#try$ B#tter and Egg

B#etin? Nationa Pro;isioner (9or meat pa8kers)? Nationa ,ea Estate %o#rna? Nationa ,etai

Cothier? Nationa ,etai 5#mber 2eaer? Nationa 0a9ety News? Nationa 0pirit#aist? Nationa

6nderwriter? 1he Nation's /eath? Na#@ienos (5ith#anian daiy newspaper)? New Comer

(,ep#bi8an weeky 9or taians)? 2aiy News? 1he New Word (Cathoi8 weeky)? North

.meri8an Banker? North .meri8an 3eterinarian*

1he 8ir8#ation o9 some o9 these p#bi8ations is astonishing* 1he Nationa 5i;e 0to8kProd#8er has a sworn 8ir8#ation o9 &DD$A? 1he Nationa Engineer$ o9 $A? 1he New

Word$ an estimated 8ir8#ation o9 G$* 1he greater n#mber o9 the periodi8as isted

8hosen at random 9rom among $&Aha;e a 8ir8#ation in e=8ess o9 &$*

1he di;ersity o9 these p#bi8ations is e;ident at a gan8e* 4et they 8an ony 9ainty s#ggest

the m#tit#de o9 8ea;ages whi8h e=ist in o#r so8iety$ and aong whi8h 9ow in9ormation and

opinion 8arrying a#thority to the indi;id#a gro#ps*

/ere are the 8on;entions s8hed#ed 9or Ce;eand$ +hio$ re8orded in a singe re8ent iss#e

o9 "Word Con;ention 2ates"a 9ra8tion o9 the D$D 8on;entions and raies s8hed#ed*

1he Empoying Photo>Engra;ers' .sso8iation o9 .meri8a? 1he +#tdoor Writers' .sso8iation?

the Hnights o9 0t* %ohn? the Wather 5eag#e? 1he Nationa Hnitted +#terwear .sso8iation? 1he


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Hnights o9 0t* %oseph? 1he ,oya +rder o9 0phin=? 1he Mortgage Bankers' .sso8iation? 1he

nternationa .sso8iation o9 P#bi8 Empoyment +99i8ias? 1he Hiwanis C#bs o9 +hio? 1he

.meri8an Photo>Engra;ers' .sso8iation? 1he Ce;eand .#to Man#9a8t#rers 0how? 1he

.meri8an 0o8iety o9 /eating and 3entiating Engineers*

+ther 8on;entions to be hed in &A were those o9:

1he .sso8iation o9 5imb Man#9a8t#rers' .sso8iations? 1he Nationa Cir8#s Fans' .sso8iation o9

.meri8a? 1he .meri8an Nat#ropathi8 .sso8iation? 1he .meri8an 1rap 0hooting .sso8iation?

1he 1e=as Fokore .sso8iation? 1he /ote -reeters? 1he Fo= Breeders' .sso8iation? 1he

nse8ti8ide and 2isin9e8tant .sso8iation? 1he Nationa .sso8iation o9 Egg Case and Egg Case

Fier Man#9a8t#rers? 1he .meri8an Botters o9 Carbonated Be;erages? and 1he Nationa Pi8ke

Pa8kers' .sso8iation$ not to mention the 1errapin 2erbymost o9 them with ban


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p#bi8 mind$ and to te how it is manip#ated by the spe8ia peader who seeks to 8reate p#bi8

a88eptan8e 9or a parti8#ar idea or 8ommodity* t wi attempt at the same time to 9ind the d#e

pa8e in the modern demo8rati8 s8heme 9or this new propaganda and to s#ggest its grad#ay

e;o;ing 8ode o9 ethi8s and pra8ti8e*


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N the days when kings were kings$ 5o#is 73 made his modest remark$ "5'Etat 8'est moi*"

/e was neary right*

B#t times ha;e 8hanged* 1he steam engine$ the m#tipe press$ and the p#bi8 s8hoo$ that

trio o9 the ind#stria re;o#tion$ ha;e taken the power away 9rom kings and gi;en it to the

peope* 1he peope a8t#ay gained power whi8h the king ost For e8onomi8 power tends to

draw a9ter it poiti8a power? and the history o9 the ind#stria re;o#tion shows how that power

passed 9rom the king and the aristo8ra8y to the bo#rgeoisie* 6ni;ersa s#99rage and #ni;ersa

s8hooing rein9or8ed this tenden8y$ and at ast e;en the bo#rgeoisie stood in 9ear o9 the

8ommon peope* For the masses promised to be8ome king*

1o>day$ howe;er$ a rea8tion has set in* 1he minority has dis8o;ered a power9# hep inin9#en8ing ma@orities* t has been 9o#nd possibe so to mod the mind o9 the masses that they

wi throw their newy gained strength in the desired dire8tion* n the present str#8t#re o9

so8iety$ this pra8ti8e is ine;itabe* Whate;er o9 so8ia importan8e is done to>day$ whether in

poiti8s$ 9inan8e$ man#9a8t#re$ agri8#t#re$ 8harity$ ed#8ation$ or other 9ieds$ m#st be done

with the hep o9 propaganda* Propaganda is the e=e8#ti;e arm o9 the in;isibe go;ernment

6ni;ersa itera8y was s#pposed to ed#8ate the 8ommon man to 8ontro his en;ironment*

+n8e he 8o#d read and write he wo#d ha;e a mind 9it to r#e* 0o ran the demo8rati8 do8trine*

B#t instead o9 a mind$ #ni;ersa itera8y has gi;en him r#bber stamps$ r#bber stamps inked

with ad;ertising sogans$ with editorias$ with p#bished s8ienti9i8 data$ with the tri;iaities o9

the taboids and the patit#des o9 history$ b#t


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* "E99ort dire8ted systemati8ay toward the gaining o9 p#bi8 s#pport 9or an opinion or a

8o#rse o9 a8tion*

* "1he prin8ipes ad;an8ed by a propaganda*"

1he 08ienti9i8 .meri8an$ in a re8ent iss#e$ peads 9or the restoration to respe8tabe #sage

o9 that "9ine od word 'propaganda*'"

"1here is no word in the Engish ang#age$" it says$ "whose meaning has been so sady

distorted as the word 'propaganda*' 1he 8hange took pa8e mainy d#ring the ate war when

the term took on a de8idedy sinister 8ompe=ion*

"9 yo# t#rn to the 0tandard 2i8tionary$ yo# wi 9ind that the word was appied to a

8ongregation or so8iety o9 8ardinas 9or the 8are and o;ersight o9 9oreign missions whi8h was

instit#ted at ,ome in the year &G* t was appied aso to the Coege o9 the Propaganda at

,ome that was 9o#nded by Pope 6rban 3$ 9or the ed#8ation o9 the missionary priests*

/en8e$ in ater years the word 8ame to be appied to any instit#tion or s8heme 9or propagating

a do8trine or system*

"%#dged by this de9inition$ we 8an see that in its tr#e sense propaganda is a per9e8ty

egitimate 9orm o9 h#man a8ti;ity* .ny so8iety$ whether it be so8ia$ reigio#s or poiti8a$ whi8h

is possessed o9 8ertain beie9s$ and sets o#t to make them known$ either by the spoken or

written words$ is pra8ti8ing propaganda*

"1r#th is mighty and m#st pre;ai$ and i9 any body o9 men beie;e that they ha;e

dis8o;ered a ;a#abe tr#th$ it is not merey their pri;iege b#t their d#ty to disseminate that

tr#th* 9 they reaie$ as they ha9$ are propaganda* 1he 8as#a reader a88epts them as a88o#nts o9


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spontaneo#s happenings* B#t are theyI /ere are the headines whi8h anno#n8e them:

*T%'89' :ATI;:S %A": &(I:A "'A8 "'I;:IS= %I88 day" with the p#rpose o9 presenting to the .meri8an p#bi8 a pi8t#re o9 the

0tate 2epartment's position* ts so#r8e gi;es it a#thority$ and the .meri8an p#bi8 tends to

a88ept and s#pport the 0tate 2epartment ;iew*

1he report o9 2r* Prit8hett$ a tr#stee o9 the Carnegie Fo#ndation 9or nternationa Pea8e$ is

an attempt to 9ind the 9a8ts abo#t this %ewish 8oony in the midst o9 a restess .rab word*

When 2r* Prit8hett's s#r;ey 8on;in8ed him that in the ong r#n !ionism wo#d "bring more

bitterness and more #nhappiness both 9or the %ew and 9or the .rab$" this point o9 ;iew was

broad8ast with a the a#thority o9 the Carnegie Fo#ndation$ so that the p#bi8 wo#d hear and

beie;e* 1he statement by the president o9 the ,ea Estate Board o9 New 4ork$ and 0e8retary

/oo;er's report$ are simiar attempts to in9#en8e the p#bi8 toward an opinion*

1hese e=ampes are not gi;en to 8reate the impression that there is anything sinister

abo#t propaganda* 1hey are set down rather to i#strate how 8ons8io#s dire8tion is gi;en to

e;ents$ and how the men behind these e;ents in9#en8e p#bi8 opinion* .s s#8h they are

e=ampes o9 modern propaganda* .t this point we may attempt to de9ine propaganda*

Modern propaganda is a 8onsistent$ end#ring e99ort to 8reate or shape e;ents to in9#en8e

the reations o9 the p#bi8 to an enterprise$ idea or gro#p*

1his pra8ti8e o9 8reating 8ir8#mstan8es and o9 8reating pi8t#res in the minds o9 miions o9

persons is ;ery 8ommon* 3irt#ay no important #ndertaking is now 8arried on witho#t it$

whether that enterprise be b#iding a 8athedra$ endowing a #ni;ersity$ marketing a mo;ing

pi8t#re$ 9oating a arge bond iss#e$ or ee8ting a president* 0ometimes the e99e8t on the p#bi8

is 8reated by a pro9essiona propagandist$ sometimes by an amate#r dep#ted 9or the @ob* 1he

important thing is that it is #ni;ersa and 8ontin#o#s? and in its s#m tota it is regimenting the

p#bi8 mind e;ery bit as m#8h as an army regiments the bodies o9 its sodiers*0o ;ast are the n#mbers o9 minds whi8h 8an be regimented$ and so tena8io#s are they

when regimented$ that a gro#p at times o99ers an irresistibe press#re be9ore whi8h egisators$

editors$ and tea8hers are hepess* 1he gro#p wi 8ing to its stereotype$ as Water 5ippmann

8as it$ making o9 those s#pposedy power9# beings$ the eaders o9 p#bi8 opinion$ mere bits o9

dri9twood in the s#r9* When an mperia Wiard$ sensing what is perhaps h#nger 9or an idea$

o99ers a pi8t#re o9 a nation a Nordi8 and nationaisti8$ the 8ommon man o9 the oder .meri8an

sto8k$ 9eeing himse9 ebowed o#t o9 his right9# position and prosperity by the newer

immigrant sto8ks$ grasps the pi8t#re whi8h 9its in so neaty with his pre@#di8es$ and makes it

his own* /e b#ys the sheet and piow>8ase 8ost#me$ and bands with his 9eows by the

tho#sand into a h#ge gro#p power9# eno#gh to swing state ee8tions and to throw a


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so8ia #nit* 1o#8h a ner;e at a sensiti;e spot and yo# get an a#tomati8 response 9rom 8ertain

spe8i9i8 members o9 the organism*

B#siness o99ers graphi8 e=ampes o9 the e99e8t that may be prod#8ed #pon the p#bi8 by

interested gro#ps$ s#8h as te=tie man#9a8t#rers osing their markets* 1his probem arose$ not

ong ago$ when the ;e;et man#9a8t#rers were 9a8ing r#in be8a#se their prod#8t had ong been

o#t o9 9ashion* .naysis showed that it was impossibe to re;i;e a ;e;et 9ashion within

.meri8a* .natomi8a h#nt 9or the ;ita spotJ ParisJ +b;io#syJ B#t yes and no* Paris is the

home o9 9ashion* 5yons is the home o9 sik* 1he atta8k had to be made at the so#r8e* t was

determined to s#bstit#te p#rpose 9or 8han8e and to #tiie the reg#ar so#r8es 9or 9ashion

distrib#tion and to in9#en8e the p#bi8 9rom these so#r8es* . ;e;et 9ashion ser;i8e$ openy

s#pported by the man#9a8t#rers$ was organied* ts 9irst 9#n8tion was to estabish 8onta8t with

the 5yons man#9a8tories and the Paris 8o#t#riers to dis8o;er what they were doing$ to

en8o#rage them to a8t on beha9 o9 ;e;et$ and to hep in the proper e=poitation o9 their

wares* .n inteigent Parisian was enisted in the work* /e ;isited 5an;in and Worth$ .gnes and

Pato#$ and others and ind#8ed them to #se ;e;et in their gowns and hats* t was he who

arranged 9or the disting#ished Co#ntess 1his or 2#8hess 1hat to wear the hat or the gown*

.nd as 9or the presentation o9 the idea to the p#bi8$ the .meri8an b#yer or the .meri8an

woman o9 9ashion was simpy shown the ;e;et 8reations in the ateier o9 the dressmaker or

the miiner* 0he bo#ght the ;e;et be8a#se she iked it and be8a#se it was in 9ashion*

1he editors o9 the .meri8an magaines and 9ashion reporters o9 the .meri8an newspapers$

ikewise s#b@e8ted to the a8t#a (atho#gh 8reated) 8ir8#mstan8e$ re9e8ted it in their news$

whi8h$ in t#rn$ s#b@e8ted the b#yer and the 8ons#mer here to the same in9#en8es* 1he res#t

was that what was at 9irst a tri8ke o9 ;e;et be8ame a 9ood* . demand was sowy$ b#t

deiberatey$ 8reated in Paris and .meri8a* . big department store$ aiming to be a stye eader$

ad;ertised ;e;et gowns and hats on the a#thority o9 the Fren8h 8o#t#riers$ and


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e99e8t#ate their demand*

B#t 8eary it is the inteigent minorities whi8h need to make #se o9 propaganda

8ontin#o#sy and systemati8ay* n the a8ti;e proseytiing minorities in whom se9ish interests

and p#bi8 interests 8oin8ide ie the progress and de;eopment o9 .meri8a* +ny thro#gh the

a8ti;e energy o9 the inteigent 9ew 8an the p#bi8 at arge be8ome aware o9 and a8t #pon new

ideas*

0ma gro#ps o9 persons 8an$ and do$ make the rest o9 #s think what they pease abo#t a

gi;en s#b@e8t* B#t there are #s#ay proponents and opponents o9 e;ery propaganda$ both o9

whom are e


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W/+ are the men who$ witho#t o#r reaiing it$ gi;e #s o#r ideas$ te #s whom to admire

and whom to despise$ what to beie;e abo#t the ownership o9 p#bi8 #tiities$ abo#t the tari99$

abo#t the pri8e o9 r#bber$ abo#t the 2awes Pan$ abo#t immigration? who te #s how o#r

ho#ses sho#d be designed$ what 9#rnit#re we sho#d p#t into them$ what men#s we sho#d

ser;e on o#r tabe$ what kind o9 shirts we m#st wear$ what sports we sho#d ind#ge in$ what

pays we sho#d see$ what 8harities we sho#d s#pport$ what pi8t#res we sho#d admire$ what

sang we sho#d a99e8t$ what @okes we sho#d a#gh atI

9 we set o#t to make a ist o9 the men and women who$ be8a#se o9 their position in p#bi8

i9e$ might 9airy be 8aed the moders o9 p#bi8 opinion$ we 8o#d


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0#8h persons typi9y in the p#bi8 mind the type o9 r#er asso8iated with the phrase in;isibe

go;ernment* B#t we do not o9ten stop to think that there are di8tators in other 9ieds whose

in9#en8e is @#st as de8isi;e as that o9 the poiti8ians ha;e mentioned* .n rene Caste 8an

estabish the 9ashion o9 short hair whi8h dominates nine>tenths o9 the women who make any

pretense to being 9ashionabe* Paris 9ashion eaders set the mode o9 the short skirt$ 9or wearing

whi8h$ twenty years ago$ any woman wo#d simpy ha;e been arrested and thrown into @ai by

the New 4ork poi8e$ and the entire women's 8othing ind#stry$ 8apitaied at h#ndreds o9

miions o9 doars$ m#st be reorganied to 8on9orm to their di8t#m*

1here are in;isibe r#ers who 8ontro the destinies o9 miions* t is not generay reaied

to what e=tent the words and a8tions o9 o#r most in9#entia p#bi8 men are di8tated by shrewd

persons operating behind the s8enes*

Nor$ what is sti more important$ the e=tent to whi8h o#r tho#ghts and habits are modi9ied

by a#thorities*

n some departments o9 o#r daiy i9e$ in whi8h we imagine o#rse;es 9ree agents$ we are

r#ed by di8tators e=er8ising great power* . man b#ying a s#it o9 8othes imagines that he is

8hoosing$ a88ording to his taste and his personaity$ the kind o9 garment whi8h he pre9ers* n

reaity$ he may be obeying the orders o9 an anonymo#s genteman taior in 5ondon* 1his

personage is the sient partner in a modest taioring estabishment$ whi8h is patronied by

gentemen o9 9ashion and prin8es o9 the bood* /e s#ggests to British nobemen and others a

b#e 8oth instead o9 gray$ two b#ttons instead o9 three$ or see;es a


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wo#d work thro#gh 8ertain gro#p eaders on 1#esday 9or one p#rpose$ and thro#gh an entirey

di99erent set on Wednesday 9or another* 1he idea o9 in;isibe go;ernment is reati;e* 1here

may be a hand9# o9 men who 8ontro the ed#8ationa methods o9 the great ma@ority o9 o#r

s8hoos* 4et 9rom another standpoint$ e;ery parent is a gro#p eader with a#thority o;er his or

her 8hidren*

1he in;isibe go;ernment tends to be 8on8entrated in the hands o9 the 9ew be8a#se o9 the

e=pense o9 manip#ating the so8ia ma8hinery whi8h 8ontros the opinions and habits o9 the

masses* 1o ad;ertise on a s8ae whi8h wi rea8h 9i9ty miion persons is e=pensi;e* 1o rea8h

and pers#ade the gro#p eaders who di8tate the p#bi8's tho#ghts and a8tions is ikewise

e=pensi;e*

For this reason there is an in8reasing tenden8y to 8on8entrate the 9#n8tions o9 propaganda

in the hands o9 the propaganda spe8iaist* 1his spe8iaist is more and more ass#ming a distin8t

pa8e and 9#n8tion in o#r nationa i9e*

New a8ti;ities 8a 9or new nomen8at#re* 1he propagandist who spe8iaies in interpreting

enterprises and ideas to the p#bi8$ and in interpreting the p#bi8 to prom#gators o9 new

enterprises and ideas$ has 8ome to be known by the name o9 "p#bi8 reations 8o#nse*"

1he new pro9ession o9 p#bi8 reations has grown #p be8a#se o9 the in8reasing 8ompe=ity

o9 modern i9e and the 8onse


17/69

1he 8o#nse on p#bi8 reations$ a9ter he has e=amined a these and other 9a8tors$

endea;ors to shape the a8tions o9 his 8ient so that they wi gain the interest$ the appro;a and

the a88eptan8e o9 the p#bi8*

1he means by whi8h the p#bi8 is apprised o9 the a8tions o9 his 8ient are as ;aried as the

means o9 8omm#ni8ation themse;es$ s#8h as 8on;ersation$ etters$ the stage$ the motion

pi8t#re$ the radio$ the e8t#re pat9orm$ the magaine$ the daiy newspaper* 1he 8o#nse on

p#bi8 reations is not an ad;ertising man b#t he ad;o8ates ad;ertising where that is indi8ated*

3ery o9ten he is 8aed in by an ad;ertising agen8y to s#ppement its work on beha9 o9 a 8ient*

/is work and that o9 the ad;ertising agen8y do not 8on9i8t with or d#pi8ate ea8h other*

/is 9irst e99orts are$ nat#ray$ de;oted to anaying his 8ient's probems and making s#re

that what he has to o99er the p#bi8 is something whi8h the p#bi8 a88epts or 8an be bro#ght to

a88ept* t is 9#tie to attempt to se an idea or to prepare the gro#nd 9or a prod#8t that is

basi8ay #nso#nd*

For e=ampe$ an orphan asy#m is worried by a 9aing o99 in 8ontrib#tions and a p#ing

attit#de o9 indi99eren8e or hostiity on the part o9 the p#bi8* 1he 8o#nse on p#bi8 reations

may dis8o;er #pon anaysis that the p#bi8$ ai;e to modern so8ioogi8a trends$ s#b8ons8io#sy

8riti8ies the instit#tion be8a#se it is not organied on the new "8ottage pan*" /e wi ad;ise

modi9i8ation o9 the 8ient in this respe8t* +r a rairoad may be #rged to p#t on a 9ast train 9or

the sake o9 the prestige whi8h it wi end to the road's name$ and hen8e to its sto8ks and

bonds*

9 the 8orset makers$ 9or instan8e$ wished to bring their prod#8t into 9ashion again$ he

wo#d #nstye 8orset* 4et his 9ashion ad;isers might report that

women might be pers#aded to adopt a 8ertain type o9 girde whi8h eiminated the #nheath9#

9eat#res o9 the 8orset*

/is ne=t e99ort is to anaye his p#bi8* /e st#dies the gro#ps whi8h m#st be rea8hed$ and

the eaders thro#gh whom he may approa8h these gro#ps* 0o8ia gro#ps$ e8onomi8 gro#ps$

geographi8a gro#ps$ age gro#ps$ do8trina gro#ps$ ang#age gro#ps$ 8#t#ra gro#ps$ a these

represent the di;isions thro#gh whi8h$ on beha9 o9 his 8ient$ he may tak to the p#bi8*

+ny a9ter this do#be anaysis has been made and the res#ts 8oated$ has the time 8ome9or the ne=t step$ the 9orm#ation o9 poi8ies go;erning the genera pra8ti8e$ pro8ed#re and

habits o9 the 8ient in a those aspe8ts in whi8h he 8omes in 8onta8t with the p#bi8* .nd ony

when these poi8ies ha;e been agreed #pon is it time 9or the 9o#rth step*

1he 9irst re8ognition o9 the distin8t 9#n8tions o9 the p#bi8 reations 8o#nse arose$ perhaps$

in the eary years o9 the present 8ent#ry as a res#t o9 the ins#ran8e s8andas 8oin8ident with

the m#8k>raking o9 8orporate 9inan8e in the pop#ar magaines* 1he interests th#s atta8ked

s#ddeny reaied that they were 8ompetey o#t o9 to#8h with the p#bi8 they were pro9essing

to ser;e$ and re


18/69

interest$ initiated a 8ons8io#s$ dire8ted e99ort to 8hange the attit#de o9 the p#bi8 toward

ins#ran8e 8ompanies in genera$ and toward itse9 in parti8#ar$ to its pro9it and the p#bi8's

bene9it*

t tried to make a ma@ority mo;ement o9 itse9 by getting the p#bi8 to b#y its poi8ies* t

rea8hed the p#bi8 at e;ery point o9 its 8orporate and separate e=isten8es* 1o 8omm#nities it

ga;e heath s#r;eys and e=pert 8o#nse* 1o indi;id#as it ga;e heath 8reeds and ad;i8e* E;en

the b#iding in whi8h the 8orporation was o8ated was made a pi8t#respresident or dire8tor* 0ometimes he is known as 8abinet o99i8er or

8ommissioner* By whate;er tite he may be 8aed$ his 9#n8tion is we de9ined and his ad;i8e

has de9inite bearing on the 8ond#8t o9 the gro#p or indi;id#a with whom he is working*

Many persons sti beie;e that the p#bi8 reations 8o#nse is a propagandist and nothing

ese* B#t$ on the 8ontrary$ the stage at whi8h many s#ppose he starts his a8ti;ities may

a8t#ay be the stage at whi8h he ends them* .9ter the p#bi8 and the 8ient are thoro#ghy

anayed and poi8ies ha;e been 9orm#ated$ his work may be 9inished* n other 8ases the work

o9 the p#bi8 reations 8o#nse m#st be 8ontin#o#s to be e99e8ti;e* For in many instan8es ony

by a 8are9# system o9 8onstant$ thoro#gh and 9rank in9ormation wi the p#bi8 #nderstand and

appre8iate the ;a#e o9 what a mer8hant$ ed#8ator or statesman is doing* 1he 8o#nse onp#bi8 reations m#st maintain 8onstant ;igian8e$ be8a#se inade


19/69

/is 9#n8tion may in8#de the dis8o;ery o9 new markets$ the e=isten8e o9 whi8h had been

#ns#spe8ted*

9 we a88ept p#bi8 reations as a pro9ession$ we m#st aso e=pe8t it to ha;e both ideas

and ethi8s* 1he idea o9 the pro9ession is a pragmati8 one* t is to make the prod#8er$ whether

that prod#8er be a egisat#re making aws or a man#9a8t#rer making a 8ommer8ia prod#8t$

#nderstand what the p#bi8 wants and to make the p#bi8 #nderstand the ob@e8ti;es o9 the

prod#8er* n reation to ind#stry$ the idea o9 the pro9ession is to eiminate the waste and the

9ri8tion that res#t when ind#stry does things or makes things whi8h its p#bi8 does not want$

or when the p#bi8 does not #nderstand what is being o99ered it* For e=ampe$ the teephone

8ompanies maintain e=tensi;e p#bi8 reations departments to e=pain what they are doing$ so

that energy may not be b#rned #p in the 9ri8tion o9 mis#nderstanding* . detaied des8ription$

9or e=ampe$ o9 the immense and s8ienti9i8 8are whi8h the 8ompany takes to 8hoose 8eary

#nderstandabe and disting#ishabe e=8hange names$ heps the p#bi8 to appre8iate the e99ort

that is being made to gi;e good ser;i8e$ and stim#ates it to 8ooperate by en#n8iating 8eary*

t aims to bring abo#t an #nderstanding between ed#8ators and ed#8ated$ between

go;ernment and peope$ between 8haritabe instit#tions and 8ontrib#tors$ between nation and

nation*

1he pro9ession o9 p#bi8 reations 8o#nse is de;eoping 9or itse9 an ethi8a 8ode whi8h

8ompares 9a;oraby with that go;erning the ega and medi8a pro9essions* n part$ this 8ode is

9or8ed #pon the p#bi8 reations 8o#nse by the ;ery 8onditions o9 his work* Whie re8ogniing$

@#st as the awyer does$ that e;ery one has the right to present his 8ase in its best ight$ he

ne;ertheess re9#ses a 8ient whom he beie;es to be dishonest$ a prod#8t whi8h he beie;es to

be 9ra#d#ent$ or a 8a#se whi8h he beie;es to be antiso8ia* +ne reason 9or this is that$ e;en

tho#gh a spe8ia peader$ he is not disso8iated 9rom the 8ient in the p#bi8's mind* .nother

reason is that whie he is peading be9ore the 8o#rtthe 8o#rt o9 p#bi8 opinionhe is at the

same time trying to a99e8t that 8o#rt's @#dgments and a8tions* n aw$ the @#dge and @#ry hod

the de8iding baan8e o9 power* n p#bi8 opinion$ the p#bi8 reations 8o#nse is @#dge and @#ry$

be8a#se thro#gh his peading o9 a 8ase the p#bi8 may a88ede to his opinion and @#dgment*

/e does not a88ept a 8ient whose interests 8on9i8t with those o9 another 8ient* /e does

not a88ept a 8ient whose 8ase he beie;es to be hopeess or whose prod#8t he beie;es to be#nmarketabe*

/e sho#d be 8andid in his deaings* t m#st be repeated that his b#siness is not to 9oo or

hoodwink the p#bi8* 9 he were to get s#8h a rep#tation$ his #se9#ness in his pro9ession wo#d

be at an end* When he is sending o#t propaganda materia$ it is 8eary abeed as to so#r8e*

1he editor knows 9rom whom it 8omes and what its p#rpose is$ and a88epts or re@e8ts it on its

merits as news*

C/.P1E, 3

1/E P04C/+5+-4 +F P6B5C ,E5.1+N0


20/69

1he systemati8 st#dy o9 mass psy8hoogy re;eaed to st#dents the potentiaities o9 in;isibe

go;ernment o9 so8iety by manip#ation o9 the moti;es whi8h a8t#ate man in the gro#p* 1rotter

and 5e Bon$ who approa8hed the s#b@e8t in a s8ienti9i8 manner$ and -raham Waas$ Water

5ippmann and others who 8ontin#ed with sear8hing st#dies o9 the gro#p mind$ estabished that

the gro#p has menta 8hara8teristi8s distin8t 9rom those o9 the indi;id#a$ and is moti;ated by

imp#ses and emotions whi8h 8annot be e=pained on the basis o9 what we know o9 indi;id#a

psy8hoogy* 0o the wide saes 8ampaign$

he st#dies the 9ied by means o9 a 8ipping ser;i8e$ or o9 a 8orps o9 s8o#ts$ or by persona st#dy

at a 8r#8ia spot /e determines$ 9or e=ampe$ whi8h 9eat#res o9 a prod#8t are osing their p#bi8

appea$ and in what new dire8tion the p#bi8 taste is ;eering* /e wi not 9ai to in;estigate to

what e=tent it is the wi9e who has the 9ina word in the 8hoi8e o9 her h#sband's 8ar$ or o9 his

s#its and shirts*

08ienti9i8 a88#ra8y o9 res#ts is not to be e=pe8ted$ be8a#se many o9 the eements o9 the

sit#ation m#st aways be beyond his 8ontro* /e may know with a 9air degree o9 8ertainty that#nder 9a;orabe 8ir8#mstan8es an internationa 9ight wi prod#8e a spirit o9 good wi$ making

possibe e;en the 8ons#mmation o9 poiti8a programs* B#t he 8annot be s#re that some

#ne=pe8ted e;ent wi not o;ershadow this 9ight in the p#bi8 interest$ or that some other

a;iator may not do something more spe8ta8#ar the day be9ore* E;en in his restri8ted 9ied o9

p#bi8 psy8hoogy there m#st aways be a wide margin o9 error* Propaganda$ ike e8onomi8s

and so8ioogy$ 8an ne;er be an e=a8t s8ien8e 9or the reason that its s#b@e8t>matter$ ike theirs$

deas with h#man beings*

9 yo# 8an in9#en8e the eaders$ either with or witho#t their 8ons8io#s 8ooperation$ yo#

a#tomati8ay in9#en8e the gro#p whi8h they sway* B#t men do not need to be a8t#ay

gathered together in a p#bi8 meeting or in a street riot$ to be s#b@e8t to the in9#en8es o9


21/69

mass psy8hoogy* Be8a#se man is by nat#re gregario#s he 9ees himse9 to be member o9 a

herd$ e;en when he is aone in his room with the 8#rtains drawn* /is mind retains the patterns

whi8h ha;e been stamped on it by the gro#p in9#en8es* . man sits in his o99i8e de8iding what

sto8ks to b#y* /e imagines$ no do#bt$ that he is panning his p#r8hases a88ording to his own

@#dgment* n a8t#a 9a8t his @#dgment is a meange o9 impressions stamped on his mind by

o#tside in9#en8es whi8h #n8ons8io#sy 8ontro his tho#ght* /e b#ys a 8ertain rairoad sto8k

be8a#se it was in the headines yesterday and hen8e is the one whi8h 8omes most prominenty

to his mind? be8a#se he has a peasant re8oe8tion o9 a good dinner on one o9 its 9ast trains?

be8a#se it has a ibera abor poi8y$ a rep#tation 9or honesty? be8a#se he has been tod that %*

P* Morgan owns some o9 its shares*

1rotter and 5e Bon 8on8#ded that the gro#p mind does not think in the stri8t sense o9 the

word* n pa8e o9 tho#ghts it has imp#ses$ habits and emotions* n making #p its mind its 9irst

imp#se is #s#ay to 9oow the e=ampe o9 a tr#sted eader* 1his is one o9 the most 9irmy

estabished prin8ipes o9 mass psy8hoogy* t operates in estabishing the rising or diminishing

prestige o9 a s#mmer resort$ in 8a#sing a r#n on a bank$ or a pani8 on the sto8k e=8hange$ in

8reating a best seer$ or a bo=>o99i8e s#88ess*

B#t when the e=ampe o9 the eader is not at hand and the herd m#st think 9or itse9$ it

does so by means o9 8i8hes$ pat words or images whi8h stand 9or a whoe gro#p o9 ideas or

e=perien8es* Not many years ago$ it was ony ne8essary to tag a poiti8a 8andidate with the

word interests to stampede miions o9 peope into ;oting against him$ be8a#se anything

asso8iated with "the interests" seemed ne8essariy 8orr#pt* ,e8enty the word Boshe;ik has

per9ormed a simiar ser;i8e 9or persons who wished to 9righten the p#bi8 away 9rom a ine o9

a8tion*

By paying #pon an od 8i8he$ or manip#ating a new one$ the propagandist 8an sometimes

swing a whoe mass o9 gro#p emotions* n -reat Britain$ d#ring the war$ the e;a8#ation

hospitas 8ame in 9or a 8onsiderabe amo#nt o9 8riti8ism be8a#se o9 the s#mmary way in whi8h

they handed their wo#nded* t was ass#med by the p#bi8 that a hospita gi;es proonged and

8ons8ientio#s attention to its patients* When the name was 8hanged to e;a8#ation posts the

8riti8a rea8tion ;anished* No one e=pe8ted more than an ade


22/69

t is 8hie9y the psy8hoogists o9 the s8hoo o9 Fre#d who ha;e pointed o#t that many o9

man's tho#ghts and a8tions are 8ompensatory s#bstit#tes 9or desires whi8h he has been

obiged to s#ppress* . thing may be desired not 9or its intrinsi8 worth or #se9#ness$ b#t

be8a#se he has #n8ons8io#sy 8ome to see in it a symbo o9 something ese$ the desire 9or

whi8h he is ashamed to admit to himse9* . man b#ying a 8ar may think he wants it 9or

p#rposes o9 o8omotion$ whereas the 9a8t may be that he wo#d reay pre9er not to be

b#rdened with it$ and wo#d rather wak 9or the sake o9 his heath* /e may reay want it

be8a#se it is a symbo o9 so8ia position$ an e;iden8e o9 his s#88ess in b#siness$ or a means o9

peasing his wi9e*

1his genera prin8ipe$ that men are ;ery argey a8t#ated b; moti;es whi8h they 8on8ea

9rom themse;es$ is as tr#e o9 mass as o9 indi;id#a psy8hoogy* t is e;ident that the

s#88ess9# propagandist m#st #nderstand the tr#e moti;es and not be 8ontent to a88ept the

reasons whi8h men gi;e 9or what they do*

t is not s#99i8ient to #nderstand ony the me8hani8a str#8t#re o9 so8iety$ the gro#pings

and 8ea;ages and oyaties* .n engineer may know a abo#t the 8yinders and pistons o9 a

o8omoti;e$ b#t #ness he knows how steam beha;es #nder press#re he 8annot make his

engine r#n* /#man desires are the steam whi8h makes the so8ia ma8hine work* +ny by

#nderstanding them 8an the propagandist 8ontro that ;ast$ oose>@ointed me8hanism whi8h is

modern so8iety*

1he od propagandist based his work on the me8hanisti8 rea8tion psy8hoogy then in ;og#e

in o#r 8oeges* 1his ass#med that the h#man mind was merey an indi;id#a ma8hine$ a

system o9 ner;es and ner;e 8enters$ rea8ting with me8hani8a reg#arity to stim#i$ ike a

hepess$ wi>ess a#tomaton* t was the spe8ia peader's 9#n8tion to pro;ide the stim##s

whi8h wo#d 8a#se the desired rea8tion in the indi;id#a p#r8haser*

t was one o9 the do8trines o9 the rea8tion psy8hoogy that a 8ertain stim##s o9ten

repeated wo#d 8reate a habit$ or that the mere reiteration o9 an idea wo#d 8reate a

8on;i8tion* 0#ppose the od type o9 saesmanship$ a8ting 9or a meat pa8ker$ was seeking to

in8rease the sae o9 ba8on* t wo#d reiterate inn#merabe times in 9#>page ad;ertisements:

"Eat more ba8on* Eat ba8on be8a#se it is 8heap$ be8a#se it is good$ be8a#se it gi;es yo#

reser;e energy*"1he newer saesmanship$ #nderstanding the gro#p str#8t#re o9 so8iety and the prin8ipes

o9 mass psy8hoogy$ wo#d 9irst ask: "Who is it that in9#en8es the eating habits o9 the p#bi8I"

1he answer$ ob;io#sy$ is: "1he physi8ians*" 1he new saesman wi then s#ggest to physi8ians

to say p#bi8y that it is whoesome to eat ba8on* /e knows as a mathemati8a 8ertainty$ that

arge n#mbers o9 persons wi 9oow the ad;i8e o9 their do8tors$ be8a#se he #nderstands the

psy8hoogi8a reation o9 dependen8e o9 men #pon their physi8ians*

1he od>9ashioned propagandist$ #sing amost e=8#si;ey the appea o9 the printed word$

tried to pers#ade the indi;id#a reader to b#y a de9inite arti8e$ immediatey* 1his approa8h is

e=empi9ied in a type o9 ad;ertisement whi8h #sed to be 8onsidered idea 9rom the point o9

;iew o9 dire8tness and e99e8ti;eness:


23/69

"4+6 (perhaps with a 9inger pointing at the reader) b#y +'5eary's r#bber heesN+W*"

1he ad;ertiser so#ght by means o9 reiteration and emphasis dire8ted #pon the indi;id#a$

to break down or penetrate saes resistan8e* .tho#gh the appea was aimed at 9i9ty miion

persons$ it was aimed at ea8h as an indi;id#a*

1he new saesmanship has 9o#nd it possibe$ by deaing with men in the mass thro#gh

their gro#p 9ormations$ to set #p psy8hoogi8a and emotiona 8#rrents whi8h wi work 9or him*

nstead o9 assa#ting saes resistan8e by dire8t atta8k$ he is interested in remo;ing saes

resistan8e* /e 8reates 8ir8#mstan8es whi8h wi swing emotiona 8#rrents so as to make 9or

p#r8haser demand*

9$ 9or instan8e$ want to se pianos$ it is not s#99i8ient to banket the 8o#ntry with a dire8t

appea$ s#8h as:

"4+6 b#y a Moart piano now* t is 8heap* 1he best artists #se it* t wi ast 9or years*"

1he 8aims may a be tr#e$ b#t they are in dire8t 8on9i8t with the 8aims o9 other piano

man#9a8t#rers$ and in indire8t 8ompetition with the 8aims o9 a radio or a motor 8ar$ ea8h

8ompeting 9or the 8ons#mer's doar*

What are the tr#e reasons why the p#r8haser is panning to spend his money on a new 8ar

instead o9 on a new pianoI Be8a#se he has de8ided that he wants the 8ommodity 8aed

o8omotion more than he wants the 8ommodity 8aed m#si8I Not atogether* /e b#ys a 8ar$

be8a#se it is at the moment the gro#p 8#stom to b#y 8ars*

1he modern propagandist there9ore sets to work to 8reate 8ir8#mstan8es whi8h wi modi9y

that 8#stom* /e appeas perhaps to the home instin8t whi8h is 9#ndamenta* /e wi endea;or

to de;eop p#bi8 a88eptan8e o9 the idea o9 a m#si8 room in the home* 1his he may do$ 9or

e=ampe$ by organiing an e=hibition o9 period m#si8 rooms designed by we known de8orators

who themse;es e=ert an in9#en8e on the b#ying gro#ps* /e enhan8es the e99e8ti;eness and

prestige o9 these rooms by p#tting in them rare and ;a#abe tapestries* 1hen$ in order to

8reate dramati8 interest in the e=hibit$ he stages an e;ent or 8eremony* 1o this 8eremony key

peope$ persons known to in9#en8e the b#ying habits o9 the p#bi8$ s#8h as a 9amo#s ;ioinist$

a pop#ar artist$ and a so8iety eader$ are in;ited* 1hese key persons a99e8t other gro#ps$

i9ting the idea o9 the m#si8 room to a pa8e in the p#bi8 8ons8io#sness whi8h it did not ha;e

be9ore* 1he @#=taposition o9 these eaders$ and the idea whi8h they are dramatiing$ are thenpro@e8ted to the wider p#bi8 thro#gh ;ario#s p#bi8ity 8hannes* Meanwhie$ in9#entia

ar8hite8ts ha;e been pers#aded to make the m#si8 room an integra ar8hite8t#ra part o9 their

pans with perhaps a spe8iay 8harming ni8he in one 8orner 9or the piano* 5ess in9#entia

ar8hite8ts wi as a matter o9 8o#rse imitate what is done by the men whom they 8onsider

masters o9 their pro9ession* 1hey in t#rn wi impant the idea o9 the m#si8 room in the mind o9

the genera p#bi8*

1he m#si8 room wi be a88epted be8a#se it has been made the thing* .nd the man or

woman who has a m#si8 room$ or has arranged a 8orner o9 the paror as a m#si8a 8orner$ wi

nat#ray think o9 b#ying a piano* t wi 8ome to him as his own idea*

6nder the od saesmanship the man#9a8t#rer said to the prospe8ti;e p#r8haser$ "Pease


24/69

b#y a piano*" 1he new saesmanship has re;ersed the pro8ess and 8a#sed the prospe8ti;e

p#r8haser to say to the man#9a8t#rer$ "Pease se me a piano*"

1he ;a#e o9 the asso8iati;e pro8esses in propaganda is shown in 8onne8tion with a arge

rea estate de;eopment* 1o emphasie that %a8kson /eights was so8iay desirabe e;ery

attempt was made to prod#8e this asso8iati;e pro8ess* . bene9it per9orman8e o9 the %itney

Payers was staged 9or the bene9it o9 earth


25/69

. n#mber o9 9amiiar psy8hoogi8a moti;es were set in motion in the 8arrying o#t o9 this

8ampaign* 1he estheti8$ the 8ompetiti;e$ the gregario#s (m#8h o9 the s8#pt#ring was done in

s8hoo gro#ps)$ the snobbish (the imp#se to 9oow the e=ampe o9 a re8ognied eader)$ the

e=hibitionist$ andast b#t by no means eastthe materna*

. these moti;es and gro#p habits were p#t in 8on8erted motion by the simpe ma8hinery

o9 gro#p eadership and a#thority* .s i9 a8t#ated by the press#re o9 a b#tton$ peope began

working 9or the 8ient 9or the sake o9 the grati9i8ation obtained in the s8#pt#re work itse9*

1his point is most important in s#88ess9# propaganda work* 1he eaders who end their

a#thority to any propaganda 8ampaign wi do so ony i9 it 8an be made to to#8h their own

interests* 1here m#st be a disinterested aspe8t o9 the propagandist's a8ti;ities* n other words$

it is one o9 the 9#n8tions o9 the p#bi8 reations 8o#nse to dis8o;er at what points his 8ient's

interests 8oin8ide with those o9 other indi;id#as or gro#ps*

n the 8ase o9 the soap s8#pt#re 8ompetition$ the disting#ished artists and ed#8ators who

sponsored the idea were gad to end their ser;i8es and their names be8a#se the 8ompetitions

reay promoted an interest whi8h they had at heartthe 8#ti;ation o9 the estheti8 imp#se

among the yo#nger generation*

0#8h 8oin8iden8e and o;erapping o9 interests is as in9inite as the intera8ing o9 gro#p

9ormations themse;es* For e=ampe$ a raiway wishes to de;eop its b#siness* 1he 8o#nse on

p#bi8 reations makes a s#r;ey to dis8o;er at what points its interests 8oin8ide with those o9

its prospe8ti;e 8#stomers* 1he 8ompany then estabishes reations with 8hambers o9 8ommer8e

aong its right o9 way and assists them in de;eoping their 8omm#nities* t heps them to

se8#re new pants and ind#stries 9or the town* t 9a8iitates b#siness thro#gh the dissemination

o9 te8hni8a in9ormation* t is not merey a 8ase o9 bestowing 9a;ors in the hope o9 re8ei;ing

9a;ors? these a8ti;ities o9 the rairoad$ besides 8reating good wi$ a8t#ay promote growth on

its right o9 way* 1he interests o9 the rairoad and the 8omm#nities thro#gh whi8h it passes

m#t#ay intera8t and 9eed one another*

n the same way$ a bank instit#tes an in;estment ser;i8e 9or the bene9it o9 its 8#stomers

in order that the atter may ha;e more money to deposit with the bank* +r a @ewery 8on8ern

de;eops an ins#ran8e department to ins#re the @ewes it ses$ in order to make the p#r8haser

9ee greater se8#rity in b#ying @ewes* +r a baking 8ompany estabishes an in9ormation ser;i8es#ggesting re8ipes 9or bread to en8o#rage new #ses 9or bread in the home* 1he ideas o9 the

new propaganda are predi8ated on so#nd psy8hoogy based on enightened se9interest*

ha;e tried$ in these 8hapters$ to e=pain the pa8e o9 propaganda in modern .meri8an i9e

and something o9 the methods by whi8h it operatesto te the why$ the what$ the who and

the how o9 the in;isibe go;ernment whi8h di8tates o#r tho#ghts$ dire8ts o#r 9eeings and

8ontros o#r a8tions* n the 9oowing 8hapters sha try to show how propaganda 9#n8tions in

spe8i9i8 departments o9 gro#p a8ti;ity$ to s#ggest some o9 the 9#rther ways in whi8h it may

operate*


26/69


27/69

C/.P1E, 3

B60NE00 .N2 1/E P6B5C

1/E reationship between b#siness and the p#bi8 has be8ome 8oser in the past 9ew

de8ades* B#siness to>day is taking the p#bi8 into partnership* . n#mber o9 8a#ses$ some

e8onomi8$ others d#e to the growing p#bi8 #nderstanding o9 b#siness and the p#bi8 interest

in b#siness$ ha;e prod#8ed this sit#ation* B#siness reaies that its reationship to the p#bi8 is

not 8on9ined to the man#9a8t#re and sae o9 a gi;en prod#8t$ b#t in8#des at the same time the

seing o9 itse9 and o9 a those things 9or whi8h it stands in the p#bi8 mind*

1wenty or twenty>9i;e years ago$ b#siness so#ght to r#n its own a99airs regardess o9 the

p#bi8* 1he rea8tion was the m#8k>raking period$ in whi8h a m#tit#de o9 sins were$ @#sty and

#n@#sty$ aid to the 8harge o9 the interests* n the 9a8e o9 an aro#sed p#bi8 8ons8ien8e the

arge 8orporations were obiged to reno#n8e their 8ontention that their a99airs were nobody'sb#siness* 9 to>day big b#siness were to seek to throtte the p#bi8$ a new rea8tion simiar to

that o9 twenty years ago wo#d take pa8e and the p#bi8 wo#d rise and try to throtte big

b#siness with restri8ti;e aws* B#siness is 8ons8io#s o9 the p#bi8's 8ons8ien8e* 1his

8ons8io#sness has ed to a heathy 8ooperation*

.nother 8a#se 9or the in8reasing reationship is #ndo#btedy to be 9o#nd in the ;ario#s

phenomena growing o#t o9 mass prod#8tion* Mass prod#8tion is ony pro9itabe i9 its rhythm

8an be maintained that is$ i9 it 8an 8ontin#e to se its prod#8t in steady or in8reasing

#nit system o9 prod#8tion that

was typi8a a 8ent#ry ago$ demand 8reated the s#ppy$ to>day s#ppy m#st a8ti;ey seek to

8reate its 8orresponding demand* . singe 9a8tory$ potentiay 8apabe o9 s#ppying a whoe

8ontinent with its parti8#ar prod#8t$ 8annot a99ord to wait #nti the p#bi8 asks 9or its prod#8t?

it m#st maintain 8onstant to#8h$ thro#gh ad;ertising and propaganda$ with the ;ast p#bi8 in

order to ass#re itse9 the 8ontin#o#s demand whi8h aone wi make its 8osty pant pro9itabe*

1his entais a ;asty more 8ompe= system o9 distrib#tion than 9ormery* 1o make 8#stomers is

the new probem* +ne m#st #nderstand not ony his own b#sinessthe man#9a8t#re o9 a

parti8#ar prod#8tb#t aso the str#8t#re$ the personaity$ the pre@#di8es$ o9 a potentiay

#ni;ersa p#bi8*

0ti another reason is to be 9o#nd in the impro;ements in the te8hni


28/69

o9 the 8ons#mer's doar* When$ 9or e=ampe$ a soap man#9a8t#rer 8aims that his prod#8t wi

preser;e yo#th$ he is ob;io#sy attempting to 8hange the p#bi8's mode o9 thinking abo#t soap

in generaa thing o9 gra;e importan8e to the whoe ind#stry* +r when the meta 9#rnit#re

ind#stry seeks to 8on;in8e the p#bi8 that it is more desirabe to spend its money 9or meta

9#rnit#re than 9or wood 9#rnit#re$ it is 8eary seeking to ater the taste and standards o9 a

whoe generation* n either 8ase$ b#siness is seeking to in@e8t itse9 into the i;es and 8#stoms

o9 miions o9 persons*

E;en in a basi8 sense$ b#siness is be8oming dependent on p#bi8 opinion* With the

in8reasing ;o#me and wider di99#sion o9 weath in .meri8a$ tho#sands o9 persons now in;est in

ind#stria sto8ks* New sto8k or bond 9otations$ #pon whi8h an e=panding b#siness m#st

depend 9or its s#88ess$ 8an be e99e8ted ony i9 the 8on8ern has #nderstood how to gain the

8on9iden8e and good wi o9 the genera p#bi8* B#siness m#st e=press itse9 and its entire

8orporate e=isten8e so that the p#bi8 wi #nderstand and a88ept it* t m#st dramatie its

personaity and interpret its ob@e8ti;es in e;ery parti8#ar in whi8h it 8omes into 8onta8t with

the 8omm#nity (or the nation) o9 whi8h it is a part*

.n oi 8orporation whi8h tr#y #nderstands its many>sided reation to the p#bi8$ wi o99er

that p#bi8 not ony good oi b#t a so#nd abor poi8y* . bank wi seek to show not ony that its

management is so#nd and 8onser;ati;e$ b#t aso that its o99i8ers are honorabe both in their

p#bi8 and in their pri;ate i9e* . store spe8iaiing in 9ashionabe men's 8othing wi e=press in

its ar8hite8t#re the a#thenti8ity o9 the goods it o99ers* . bakery wi seek to impress the p#bi8

with the hygieni8 8are obser;ed in its man#9a8t#ring pro8ess$ not ony by wrapping its oa;es

in d#st>proo9 paper and throwing its 9a8tory open to p#bi8 inspe8tion$ b#t aso by the

8eaniness and attra8ti;eness o9 its dei;ery wagons* . 8onstr#8tion 9irm wi take 8are that the

p#bi8 knows not ony that its b#idings are d#rabe and sa9e$ b#t aso that its empoyees$ when

in@#red at work$ are 8ompensated* .t whate;er point a b#siness enterprise impinges on the

p#bi8 8ons8io#sness$ it m#st seek to gi;e its p#bi8 reations the parti8#ar 8hara8ter whi8h wi

8on9orm to the ob@e8ti;es whi8h it is p#rs#ing*

%#st as the prod#8tion manager m#st be 9amiiar with e;ery eement and detai 8on8erning

the materias with whi8h he is working$ so the man in 8harge o9 a 9irm's p#bi8 reations m#st

be 9amiiar with the str#8t#re$ the pre@#di8es$ and the whims o9 the genera p#bi8$ and m#sthande his probems with the #tmost 8are* 1he p#bi8 has its own standards and demands and

habits* 4o# may modi9y them$ b#t yo# dare not r#n 8o#nter to them* 4o# 8annot pers#ade a

whoe generation o9 women to wear ong skirts$ b#t yo# may$ by working thro#gh eaders o9

9ashion$ pers#ade them to wear e;ening dresses whi8h are ong in ba8k* 1he p#bi8 is not an

amorpho#s mass whi8h 8an be moded at wi$ or di8tated to* Both b#siness and the p#bi8

ha;e their own personaities whi8h m#st somehow be bro#ght into 9riendy agreement* Con9i8t

and s#spi8ion are in@#rio#s to both* Modern b#siness m#st st#dy on what terms the

partnership 8an be made ami8abe and m#t#ay bene9i8ia* t m#st e=pain itse9$ its aims$ its

ob@e8ti;es$ to the p#bi8 in terms whi8h the p#bi8 8an #nderstand and is wiing to a88ept*

B#siness does not wiingy a88ept di8tation 9rom the p#bi8* t sho#d not e=pe8t that it 8an


29/69

di8tate to the p#bi8* Whie the p#bi8 sho#d appre8iate the great e8onomi8 bene9its whi8h

b#siness o99ers$ thanks to mass prod#8tion and s8ienti9i8 marketing$ b#siness sho#d aso

appre8iate that the p#bi8 is be8oming in8reasingy dis8riminati;e in its standards and sho#d

seek to #nderstand its demands and meet them* 1he reationship between b#siness and the

p#bi8 8an be heathy ony i9 it is the reationship o9 gi;e and take*

t is this 8ondition and ne8essity whi8h has 8reated the need 9or a spe8iaied 9ied o9 p#bi8

reations* B#siness now 8as in the p#bi8 reations 8o#nse to ad;ise it$ to interpret its p#rpose

to the p#bi8$ and to s#ggest those modi9i8ations whi8h may make it 8on9orm to the p#bi8

demand*

1he modi9i8ations then re8ommended to make the b#siness 8on9orm to its ob@e8ti;es and

to the p#bi8 demand$ may 8on8ern the broadest matters o9 poi8y or the apparenty most

tri;ia detais o9 e=e8#tion* t might in one 8ase be ne8essary to trans9orm entirey the ines o9

goods sod to 8on9orm to 8hanging p#bi8 demands* n another 8ase the tro#be may be 9o#nd

to ie in s#8h sma matters as the dress o9 the 8erks* . @ewery store may 8ompain that its

patronage is shrinking #pwards be8a#se o9 its rep#tation 9or 8arrying high>pri8ed goods? in this

8ase the p#bi8 reations 8o#nse might s#ggest the 9eat#ring o9 medi#m>pri8ed goods$ e;en at

a oss$ not be8a#se the 9irm desires a arge medi#m>pri8e trade as s#8h$ b#t be8a#se o#t o9 a

h#ndred medi#m>pri8e 8#stomers a8day a 8ertain per8entage wi be we>todo ten

years 9rom now* . department store whi8h is seeking to gather in the high>8ass trade may be

#rged to empoy 8oege grad#ates as 8erks or to engage we known modern artists to design

show>windows or spe8ia e=hibits* . bank may be #rged to open a Fi9th .;en#e bran8h$ not

be8a#se the a8t#a b#siness done on Fi9th .;en#e warrants the e=pense$ b#t be8a#se a

bea#ti9# Fi9th .;en#e o99i8e 8orre8ty e=presses the kind o9 appea whi8h it wishes to make to

9#t#re depositors? and$ ;iewed in this way$ it may be as important that the doorman be poite$

or that the 9oors be kept 8ean$ as that the bran8h manager be an abe 9inan8ier* 4et the

bene9i8ia e99e8t o9 this bran8h may be 8an8eed$ i9 the wi9e o9 the president is in;o;ed in a

s8anda*

Big b#siness st#dies e;ery mo;e whi8h may e=press its tr#e personaity* t seeks to te

the p#bi8$ in a appropriate ways$by the dire8t ad;ertising message and by the s#btest

estheti8 s#ggestionthe


30/69

e;ery a;en#e that eads to p#bi8 opinion* 1he New 4ork Centra ,airoad has 9or de8ades

so#ght to appea to the p#bi8 not ony on the basis o9 the speed and sa9ety o9 its trains$ b#t

aso on the basis o9 their eegan8e and 8om9ort* t is appropriate that the 8orporation sho#d

ha;e been personi9ied to the genera p#bi8 in the person o9 so s#a;e and ingratiating a

genteman as Cha#n8ey M* 2epewan idea window dressing 9or s#8h an enterprise*

Whie the 8on8rete re8ommendations o9 the p#bi8 reations 8o#nse may ;ary in9initey

a88ording to indi;id#a 8ir8#mstan8es$ his genera pan o9 work may be red#8ed to two types$

whi8h might term 8ontin#o#s interpretation and dramatiation by highspotting* 1he two may

be aternati;e or may be p#rs#ed 8on8#rrenty*

Contin#o#s interpretation is a8hie;ed by trying to 8ontro e;ery approa8h to the p#bi8

mind in s#8h a manner that the p#bi8 re8ei;es the desired impression$ o9ten witho#t being

8ons8io#s o9 it* /igh>spotting$ on the other hand$ ;i;idy seies the attention o9 the p#bi8 and

9i=es it #pon some detai or aspe8t whi8h is typi8a o9 the entire enterprise* When a rea estate

8orporation whi8h is ere8ting a ta o99i8e b#iding makes it ten 9eet taer than the highest sky>

s8raper in e=isten8e$ that is dramatiation*

Whi8h method is indi8ated$ or whether both be indi8ated 8on8#rrenty$ 8an be determined

ony a9ter a 9# st#dy o9 ob@e8ti;es and spe8i9i8 possibiities*

.nother interesting 8ase o9 9o8#sing p#bi8 attention on the ;irt#es o9 a prod#8t was shown

in the 8ase o9 geatine* ts ad;antages in in8reasing the digestibiity and n#tritiona ;a#e o9

mik were pro;en in the Meon nstit#te o9 nd#stria ,esear8h* 1he s#ggestion was made and

8arried o#t that to 9#rther this knowedge$ geatine be #sed by 8ertain hospitas and s8hoo

systems$ to be tested o#t there* 1he 9a;orabe res#ts o9 s#8h tests were then pro@e8ted to

other eaders in the 9ied with the res#t that they 9oowed that gro#p eadership and #tiied

geatine 9or the s8ienti9i8 p#rposes whi8h had been pro;en to be so#nd at the resear8h

instit#tion* 1he idea 8arried moment#m*

1he tenden8y o9 big b#siness is to get bigger* 1hro#gh mergers and monopoies it is

8onstanty in8reasing the n#mber o9 persons with whom it is in dire8t 8onta8t* . this has

intensi9ied and m#tipied the p#bi8 reationships o9 b#siness*

1he responsibiities are o9 many kinds* 1here is a responsibiity to the sto8khoders

n#mbering perhaps 9i;e persons or 9i;e h#ndred tho#sandwho ha;e entr#sted their money tothe 8on8ern and ha;e the right to know how the money is being #sed* . 8on8ern whi8h is 9#y

aware o9 its responsibiity toward its sto8khoders$ wi 9#rnish them with 9re


31/69

knows o9 that 8on8ern's 9inan8ia deaings$ its abor poi8y$ e;en by the i;abeness o9 the

ho#ses in whi8h its empoyees dwe* 1here is no detai too tri;ia to in9#en8e the p#bi8 in a

9a;orabe or #n9a;orabe sense* 1he personaity o9 the president may be a matter o9

importan8e$ 9or he perhaps dramaties the whoe 8on8ern to the p#bi8 mind* t may be ;ery

important to what 8harities he 8ontrib#tes$ in what 8i;i8 so8ieties he hods o99i8e* 9 he is a

eader in his ind#stry$ the p#bi8 may demand that he be a eader in his 8omm#nity* 1he

b#siness man has be8ome a responsibe member o9 the so8ia gro#p* t is not a


32/69

own probem whi8h the so8iay 8onstr#8ti;e 8a#se wo#d 9#rther* .nd by doing so he is

a8t#ay 9#9iing a so8ia p#rpose in the broadest sense*

1he so#ndness o9 a p#bi8 reations poi8y was ikewise shown in the 8ase o9 a shoe

man#9a8t#rer who made ser;i8e shoes 9or patromen$ 9iremen$ etter 8arriers$ and men in

simiar o88#pations* /e reaied that i9 he 8o#d make a88eptabe the idea that men in s#8h

work o#ght to be we>shod$ he wo#d se more shoes and at the same time 9#rther the

e99i8ien8y o9 the men*

/e organied$ as part o9 his b#siness$ a 9oot prote8tion b#rea#* 1his b#rea# disseminated

s8ienti9i8ay a88#rate in9ormation on the proper 8are o9 the 9eet$ prin8ipes whi8h the

man#9a8t#rer had in8orporated in the 8onstr#8tion o9 the shoes* 1he res#t was that 8i;i8

bodies$ poi8e 8hie9s$ 9ire 8hie9s$ and others interested in the we9are and 8om9ort o9 their men$

9#rthered the ideas his prod#8t stood 9or and the prod#8t itse9$ with the 8onsetr#st aws where it thinks they hinder e8onomi8 de;eopment* t ba8ks great tr#sts and

mergers whi8h it e=8oriated a de8ade ago* 1he go;ernment now permits arge aggregations o9

prod#8ing and distrib#ting #nits$ as e;iden8ed by mergers among rairoads and other p#bi8

#tiities$ be8a#se representati;e go;ernment re9e8ts p#bi8 opinion* P#bi8 opinion itse9 9osters

the growth o9 mammoth ind#stria enterprises* n the opinion o9 miions o9 sma in;estors$

mergers and tr#sts are 9riendy giants and not ogres$ be8a#se o9 the e8onomies$ mainy d#e to


33/69

organiation and pra8ti8e$ e=posed 8ertain aspe8ts o9 big b#siness whi8h tended to #ndermine

p#bi8 8on9iden8e in arge 8orporations* /e pointed o#t that the sto8khoders' s#pposed ;oting

power is o9ten i#sory? that ann#a 9inan8ia statements are sometimes so brie9 and s#mmary

that to the man in the street they are downright miseading? that the e=tension o9 the system

o9 non>;oting shares o9ten pa8es the e99e8ti;e 8ontro o9 8orporations and their 9inan8es in the

hands o9 a sma 8ip#bi8

8hara8ter wi aways ha;e to 9a8e a demand 9or go;ernment or m#ni8ipa ownership i9 s#8h

atta8ks as those o9 Pro9essor ,ipey are 8ontin#ed and are$ in the p#bi8's opinion$ @#sti9ied$

#ness 8onditions are 8hanged and 8are is taken to maintain the 8onta8t with the p#bi8 at a

points o9 their 8orporate e=isten8e*

1he p#bi8 reations 8o#nse sho#d anti8ipate s#8h trends o9 p#bi8 opinion and ad;ise on

how to a;ert them$ either by 8on;in8ing the p#bi8 that its 9ears or pre@#di8es are #n@#sti9ied$

or in 8ertain 8ases by modi9ying the a8tion o9 the 8ient to the e=tent ne8essary to remo;e the

8a#se o9 8ompaint* n s#8h a 8ase p#bi8 opinion might be s#r;eyed and the points o9

irred#8ibe opposition dis8o;ered* 1he aspe8ts o9 the sit#ation whi8h are s#s8eptibe o9 ogi8a

e=panation? to what e=tent the 8riti8ism or pre@#di8e is a habit#a emotiona rea8tion and what

9a8tors are dominated by a88epted 8i8hes$ might be dis8osed* n ea8h instan8e he wo#d

ad;ise some a8tion or modi9i8ation o9 poi8y 8a8#ated to make the read@#stment*

Whie go;ernment ownership is in most instan8es ony ;aryingy a remote possibiity$

p#bi8 ownership o9 big b#siness thro#gh the in8reasing pop#ar in;estment in sto8ks and

bonds$ is be8oming more and more a 9a8t* 1he importan8e o9 p#bi8 reations 9rom this

standpoint is to be @#dged by the 9a8t that pra8ti8ay a prospero#s 8orporations e=pe8t at

some time to enarge operations$ and wi need to 9oat new sto8k or bond iss#es* 1he s#88ess

o9 s#8h iss#es depends #pon the genera re8ord o9 the 8on8ern in the b#siness word$ and aso

#pon the good wi whi8h it has been abe to 8reate in the genera p#bi8* When the 3i8tor

1aking Ma8hine Company was re8enty o99ered to the p#bi8$ miions o9 doars' worth o9 sto8kwere sod o;ernight* +n the other hand$ there are 8ertain 8ompanies whi8h$ atho#gh they are

9inan8iay so#nd and 8ommer8iay prospero#s$ wo#d be #nabe to 9oat a arge sto8k iss#e$

be8a#se p#bi8 opinion is not 8ons8io#s o9 them$ or has some #nanayed pre@#di8e against

them*

1o s#8h an e=tent is the s#88ess9# 9oating o9 sto8ks and bonds dependent #pon the p#bi8

9a;or that the s#88ess o9 a new merger may stand or 9a #pon the p#bi8 a88eptan8e whi8h is

8reated 9or it* . merger may bring into e=isten8e h#ge new reso#r8es$ and these reso#r8es$

perhaps amo#nting to miions o9 doars in a singe operation$ 8an o9ten 9airy be said to ha;e

been 8reated by the e=pert manip#ation o9 p#bi8 opinion* t m#st be repeated that am not

speaking o9 arti9i8ia ;a#e gi;en to a sto8k by dishonest propaganda or sto8k manip#ation$ b#t


34/69

o9 the rea e8onomi8 ;a#es whi8h are 8reated when gen#ine p#bi8 a88eptan8e is gained 9or an

ind#stria enterprise and be8omes a rea partner in it*

1he growth o9 big b#siness is so rapid that in some ines ownership is more internationa

than nationa* t is ne8essary to rea8h e;er arger gro#ps o9 peope i9 modern ind#stry and

8ommer8e are to be 9inan8ed* .meri8ans ha;e p#r8hased biions o9 doars o9 9oreign ind#stria

se8#rities sin8e the war$ and E#ropeans own$ it is estimated$ between one and two biion

doars' worth o9 o#rs* n ea8h 8ase p#bi8 a88eptan8e m#st be obtained 9or the iss#e and the

enterprise behind it*

P#bi8 oans$ state or m#ni8ipa$ to 9oreign 8o#ntries depend #pon the good wi whi8h

those 8o#ntries ha;e been abe to 8reate 9or themse;es here* .n attempted iss#e by an east

E#ropean 8o#ntry is now 9aring bady argey be8a#se o9 #n9a;orabe p#bi8 rea8tion to the

beha;ior o9 members o9 its r#ing 9amiy* B#t other 8o#ntries ha;e no di99i8#ty in pa8ing any

iss#e be8a#se the p#bi8 is aready 8on;in8ed o9 the prosperity o9 these nations and the

stabiity o9 their go;ernments*

1he new te8hni


35/69

reati;ey ine=pensi;e means o9 making known the spe8ia ;irt#es o9 its prod#8t$ whie arger

ind#stries ha;e so#ght to o;er8ome the di99i8#ty by 8ooperati;e ad;ertising$ in whi8h

asso8iations o9 ind#stries 8ompete with other asso8iations*

Mass ad;ertising has prod#8ed new kinds o9 8ompetition* Competition between ri;a

prod#8ts in the same ine is$ o9 8o#rse$ as od as e8onomi8 i9e itse9* n re8ent years m#8h has

been said o9 the new 8ompetition$ we ha;e dis8#ssed it in a pre;io#s 8hapter$ between one

gro#p o9 prod#8ts and another* 0tone 8ompetes against wood 9or b#iding? inoe#m against

8arpets? oranges against appes? tin against asbestos 9or roo9ing*

1his type o9 8ompetition has been h#moro#sy i#strated by Mr* +* /* Cheney$ 3i8e>

President o9 the .meri8an E=8hange and r;ing 1r#st Company o9 New 4ork$ in a spee8h be9ore

the Chi8ago B#siness 0e8retaries For#m*

"2o yo# represent the miinery tradesI" said Mr* Cheney* "1he man at yo#r side may

ser;e the 9#r ind#stry$ and by promoting the stye o9 big 9#r 8oars on women's 8oats he is

r#ining the hat b#siness by 9or8ing women to wear sma and ine=pensi;e hats* 4o# may be

interested in the ankes o9 the 9air se= mean$ yo# may represent the sik hosiery ind#stry*

4o# ha;e two bra;e ri;as who are ready to 9ight to the deathto spend miions in the 9ight

9or the gory o9 those ankesthe eather ind#stry$ whi8h has s#99ered 9rom the ow>shoe

;og#e$ and the 9abri8s man#9a8t#rers$ who yearn 9or the good od days when skirts were

skirts*

"9 yo# represent the p#mbing and heating b#siness$ yo# are the morta enemy o9 the

te=tie ind#stry$ be8a#se warmer homes mean ighter 8othes* 9 yo# represent the printers$

how 8an yo# shake hands with the radio e8ommodity 8ompetition is$ o9 8o#rse$ the most spe8ta8#ar o9 a* t is the one whi8hseems most o9 a to ha;e 8a#ght the b#siness imagination o9 the 8o#ntry* More and more

b#siness men are beginning to appre8iate what inter>8ommodity 8ompetition means to them*

More and more they are 8aing #pon their trade asso8iations to hep them be8a#se inter>

8ommodity 8ompetition 8annot be 9o#ght singe>handed*

"1ake the great war on the dining>room tabe$ 9or instan8e* 1hree times a day pra8ti8ay

e;ery diningroom tabe in the 8o#ntry is the s8ene o9 a 9ier8e batte in the new 8ompetition*

0ha we ha;e pr#nes 9or break9astI No$ 8ry the embatted orange>growers and the massed

egions o9 pineappe 8anners* 0ha we eat sa#erkra#tI Why not eat green oi;esI is the answer

o9 the 0paniards* Eat ma8aroni as a 8hange 9rom potatoes$ says one ad;ertiserand wi the

potato growers take this 8haenge ying downI


36/69

"1he do8tors and dietitians te #s that a norma hard>working man needs ony abo#t two

or three tho#sand 8aories o9 9ood a day* . banker$ s#ppose$ needs a itte ess* B#t what am

to doI 1he 9r#it growers$ the wheat raisers$ the meat pa8kers$ the mik prod#8ers$ the

9ishermena want me to eat more o9 their prod#8tsand are spending miions o9 doars a

year to 8on;in8e me* .m to eat to the point o9 e=ha#stion$ or am to obey the do8tor and et

the 9armer and the 9ood pa8ker and the retaier go brokeJ .m to baan8e my diet in

proportion to the ad;ertising appropriations o9 the ;ario#s prod#8ersI +r am to baan8e my

diet s8ienti9i8ay and et those who o;erprod#8e go bankr#ptI 1he new 8ompetition is probaby

keenest in the 9ood ind#stries be8a#se there we ha;e a ;ery rea imitation on what we 8an

8ons#mein spite o9 higher in8omes and higher i;ing standards$ we 8annot eat more than we

8an eat*"

beie;e that 8ompetition in the 9#t#re wi not be ony an ad;ertising 8ompetition between

indi;id#a prod#8ts or between big asso8iations$ b#t that it wi in addition be a 8ompetition o9

propaganda* 1he b#siness man and ad;ertising man is reaiing that he m#st not dis8ard

entirey the methods o9 Barn#m in rea8hing the p#bi8* .n e=ampe in the annas o9 -eorge

/arrison Pheps$ o9 the s#88ess9# #tiiation o9 this type o9 appea was the nation>wide hook>#p

whi8h anno#n8ed the a#n8hing o9 the 2odge 3i8tory 0i= 8ar*

Miions o9 peope$ it is estimated$ istened in to this program broad8ast o;er stations*

1he e=pense was more than KG$* 1he arrangements in;o;ed an additiona teephoni8

hook>#p o9 $ mies o9 wire$ and in8#ded transmission 9rom 5os .ngees$ Chi8ago$ 2etroit$

New +reans$ and New 4ork* . %oson did his bit 9rom New +reans$ Wi ,ogers 9rom Be;ery

/is$ Fred and 2orothy 0tone 9rom Chi8ago$ and Pa# Whiteman 9rom New 4ork$ at an

aggregate artists' 9ee o9 KD$* .nd there was in8#ded a 9o#r>min#te address by the

president o9 2odge Brothers anno#n8ing the new 8ar$ whi8h ga;e him a88ess in 9o#r min#tes to

an estimated a#dien8e o9 thirty miion .meri8ans$ the argest n#mber$ #n

8oated saes message*

Modern saes te8hni8ians wi ob@e8t: "What yo# say o9 this method o9 appea is tr#e* B#t it

in8reases the 8ost o9 getting the man#9a8t#rer's message a8ross* 1he modern tenden8y has

been to red#8e this 8ost (9or e=ampe$ the eimination o9 premi#ms) and 8on8entrate ongetting 9# e99i8ien8y 9rom the ad;ertising e=pendit#re* 9 yo# hire a -ai>C#r8i to sing 9or

ba8on yo# in8rease the 8ost o9 the ba8on by the amo#nt o9 her ;ery arge 9ee* /er ;oi8e adds

nothing to the prod#8t b#t it adds to its 8ost*"

6ndo#btedy* B#t a modes o9 saes appea re


37/69

8ompetition whi8h 8an end ony by taking a the pro9it and in8enti;e o#t o9 the ind#stry*

1he ogi8a way o#t o9 this diemma is 9or the man#9a8t#rer to de;eop some saes appea

other than mere 8heapness$ to gi;e the prod#8t$ in the p#bi8 mind$ some other attra8tion$

some idea that wi modi9y the prod#8t sighty$ some eement o9 originaity that wi disting#ish

it 9rom prod#8ts in the same ine* 1h#s$ a man#9a8t#rer o9 typewriters paints his ma8hines in

8heer9# h#es* 1hese spe8ia types o9 appea 8an be pop#aried by the manip#ation o9 the

prin8ipes 9amiiar to the propagandist the prin8ipes o9 gregario#sness$ obedien8e to

a#thority$ em#ation$ and the ike* . minor eement 8an be made to ass#me e8onomi8

importan8e by being estabished in the p#bi8 mind as a matter o9 stye* Mass prod#8tion 8an

be spit #p* Big b#siness wi sti ea;e room 9or sma b#siness* Ne=t to a h#ge department

store there may be o8ated a tiny spe8iaty shop whi8h makes a ;ery good i;ing*

1he probem o9 bringing arge hats ba8k into 9ashion was #ndertaken by a propagandist*

1he miinery ind#stry two years ago was mena8ed by the pre;aen8e o9 the simpe 9et hat

whi8h was 8rowding o#t the man#9a8t#re o9 a other kinds o9 hats and hat ornaments* t was

9o#nd that hats 8o#d ro#ghy be 8assi9ied in si= types* t was 9o#nd too that 9o#r gro#ps might

hep to 8hange hat 9ashions: the so8iety eader$ the stye e=pert$ the 9ashion editor and writer$

the artist who might gi;e artisti8 appro;a to the styes$ and bea#ti9# manneboard be9ore an a#dien8e o9 the entire trade*

1he news o9 the e;ent a99e8ted the b#ying habits not ony o9 the onookers$ b#t aso o9 the

women thro#gho#t the 8o#ntry* 1he story o9 the e;ent was 9ashed to the 8ons#mer by her

newspaper as we as by the ad;ertisements o9 her 9a;orite store* Broadsides went to the

miinery b#yer 9rom the man#9a8t#rer* +ne man#9a8t#rer stated that whereas be9ore the showhe had not sod any arge trimmed hats$ a9ter it he had sod tho#sands*

+9ten the p#bi8 reations 8o#nse is 8aed in to hande an emergen8y sit#ation* . 9ase

r#mor$ 9or instan8e$ may o88asion an enormo#s oss in prestige and money i9 not handed

prompty and e99e8ti;ey* .n in8ident s#8h as the one des8ribed in the New 4ork .meri8an o9

Friday$ May &$ &G$ shows what the a8k o9 proper te8hni8a handing o9 p#bi8 reations

might res#t in*

-,555,555 8;ST #6


38/69

9ase news regarding di;idend a8tion*

1he dire8tors met in 2etroit at &:$ New 4ork time$ to a8t on a di;idend* .most

immediatey a 9ase report that ony the reg#ar di;idend had been de8ared was 8ir8#ated*

.t &:G the 2ow$ %ones Co* ti8ker ser;i8e re8ei;ed the report 9rom the 0to8k E=8hange

9irm and its p#bi8ation res#ted in 9#rther drop in the sto8k*

0horty a9ter & o'8o8k the ti8ker ser;i8es re8ei;ed o99i8ia news that the di;idend had been

in8reased and a per 8ent sto8k distrib#tion a#thoried* 1hey r#shed the 8orre8t news o#t on

their ti8kers and /#dson sto8k immediatey @#mped more than G points*

. 8ipping 9rom the %o#rna o9 Commer8e o9 .pri $ &D$ is reprod#8ed here as an

interesting e=ampe o9 a method to 8o#ntera8t a 9ase r#mor:

#''&(4:$T ('A (;=' T;%: +$'ST

Bartett .rke 0ignay /onored by

Comm#nities o9 Mohawk 3aey

0pe8ia to 1he %o#rna o9 Commer8e)

C.N.%+/.,E$ N* 4*$ .pri *1o>day was 'Bee8h>N#t 2ay' in this town? in 9a8t$ 9or the

whoe Mohawk 3aey* B#siness men and pra8ti8ay the whoe 8omm#nity o9 this region @oined

in a persona testimonia to Bartett .rke o9 New 4ork City$ president o9 the Bee8h>N#t

Pa8king Company o9 this 8ity$ in honor o9 his 9irm re9#sa to 8onsider seing his 8ompany to

other 9inan8ia interests to mo;e esewhere*

When Mr* .rke p#bi8y denied re8ent r#mors that he was to se his 8ompany to the

Post#m Cerea Company 9or K&$$$ whi8h wo#d ha;e res#ted in taking the ind#stry

9rom its birthpa8e$ he did so in terms 8onspi8#o#sy oya to his boyhood home$ whi8h he has

b#it #p into a prospero#s ind#stria 8omm#nity thro#gh thirty years' management o9 his

Bee8h>N#t Company*

/e abso#tey 8ontros the b#siness and 9aty$ stated that he wo#d ne;er se it d#ring his

i9etime 'to any one at any pri8e$' sin8e it wo#d be disoya to his 9riends and 9eow workers*

.nd the whoe Mohawk 3aey spontaneo#sy de8ided that s#8h spirit deser;ed p#bi8

re8ognition* /en8e$ to>day's 9esti;ities*

More than $ peope parti8ipated$ headed by a 8ommittee 8omprising W* %* ,oser$

8hairman? B* F* 0praker$ /* 3* B#sh$ B* F* 2ie9endor9 and %* /* Cook* 1hey were ba8ked by theCana@oharie and the Mohawk 3aey Chambers o9 B#siness Men's .sso8iations*

+9 8o#rse$ e;ery one reaied a9ter this that there was no tr#th in the r#mor that the

Bee8h>N#t Company was in the market* . denia wo#d not ha;e 8arried as m#8h 8on;i8tion*

.m#sement$ too$ is a b#sinessone o9 the argest in .meri8a* t was the am#sement

b#siness9irst the 8ir8#s and the medi8ine show$ then the theater whi8h ta#ght the

r#diments o9 ad;ertising to ind#stry and 8ommer8e* 1he atter adopted the bayhoo o9 the

show b#siness* B#t #nder the stress o9 pra8ti8a e=perien8e it adapted and re9ined these 8r#de

ad;ertising methods to the pre8ise ends it so#ght to obtain* 1he theater has$ in its t#rn$

earned 9rom b#siness$ and has re9ined its p#bi8ity methods to the point where the od

stentorian methods are in the dis8ard*


39/69

1he modern p#bi8ity dire8tor o9 a theater syndi8ate or a motion pi8t#re tr#st is a b#siness

man$ responsibe 9or the se8#rity o9 tens or h#ndreds o9 miions o9 doars o9 in;ested 8apita*

/e 8annot a99ord to be a st#nt artist or a 9ree>an8e ad;ent#rer in p#bi8ity* /e m#st know his

p#bi8 a88#ratey and modi9y its tho#ghts and a8tions by means o9 the methods whi8h the

am#sement word has earned 9rom its od p#pi$ big b#siness* .s p#bi8 knowedge in8reases

and p#bi8 taste impro;es$ b#siness m#st be ready to meet them ha9way*

Modern b#siness m#st ha;e its 9inger 8ontin#o#sy on the p#bi8 p#se* t m#st #nderstand

the 8hanges in the p#bi8 mind and be prepared to interpret itse9 9airy and eo


40/69

C/.P1E, 3

P,+P.-.N2. .N2 P+51C.5 5E.2E,0/P

1/E great poiti8a probem in o#r modern demo8ra8y is how to ind#8e o#r eaders to ead*

1he dogma that the ;oi8e o9 the peope is the ;oi8e o9 -od tends to make ee8ted persons the

wi>ess ser;ants o9 their 8onstit#ents* 1his is #ndo#btedy part 8a#se o9 the poiti8a steriity o9

whi8h 8ertain .meri8an 8riti8s 8onstanty 8ompain*

No serio#s so8ioogist any onger beie;es that the ;oi8e o9 the peope e=presses any di;ine

or spe8iay wise and o9ty idea* 1he ;oi8e o9 the peope e=presses the mind o9 the peope$ and

that mind is made #p 9or it by the gro#p eaders in whom it beie;es and by those persons who

#nderstand the manip#ation o9 p#bi8 opinion* t is 8omposed o9 inherited pre@#di8es and

symbos and 8i8hes and ;erba 9orm#as s#ppied to them by the eaders*

Fort#natey$ the sin8ere and gi9ted poiti8ian is abe$ by the instr#ment o9 propaganda$ tomod and 9orm the wi o9 the peope*

2israei 8yni8ay e=pressed the diemma$ when he said: " m#st 9oow the peope* .m

not their eaderI" /e might ha;e added: " m#st ead the peope* .m not their ser;antI"

6n9ort#natey$ the methods o9 o#r 8ontemporary poiti8ians$ in deaing with the p#bi8$ are

as ar8hai8 and ine99e8ti;e as the ad;ertising methods o9 b#siness in & wo#d be to>day*

Whie poiti8s was the 9irst important department o9 .meri8an i9e to #se propaganda on a arge

s8ae$ it has been the sowest in modi9ying its propaganda methods to meet the 8hanged

8onditions o9 the p#bi8 mind* .meri8an b#siness 9irst earned 9rom poiti8s the methods o9

appeaing to the broad p#bi8* B#t it 8ontin#ay impro;ed those methods in the 8o#rse o9 its

8ompetiti;e str#gge$ whie poiti8s 8#ng to the od 9orm#as*

1he poiti8a apathy o9 the a;erage ;oter$ o9 whi8h we hear so m#8h$ is #ndo#btedy d#e to

the 9a8t that the poiti8ian does not know how to meet the 8onditions o9 the p#bi8 mind* /e

8annot dramatie himse9 and his pat9orm in terms whi8h ha;e rea meaning to the p#bi8*

.8ting on the 9aa8y that the eader m#st sa;ishy 9oow$ he depri;es his 8ampaign o9 a

dramati8 interest* .n a#tomaton 8annot aro#se the p#bi8 interest* . eader$ a 9ighter$ a

di8tator$ 8an* B#t$ gi;en o#r present poiti8a 8onditions #nder whi8h e;ery o99i8e seeker m#st

8ater to the ;ote o9 the masses$ the ony means by whi8h the born eader 8an ead is the

e=pert #se o9 propaganda*

Whether in the probem o9 getting ee8ted to o99i8e or in the probem o9 interpreting and

pop#ariing new iss#es$ or in the probem o9 making the day>to>day administration o9 p#bi8

a99airs a ;ita part o9 the 8omm#nity i9e$ the #se o9 propaganda$ 8are9#y ad@#sted to the

mentaity o9 the masses$ is an essentia ad@#n8t o9 poiti8a i9e*

1he s#88ess9# b#siness man to>day apes the poiti8ian* /e has adopted the gitter and the

bayhoo o9 the 8ampaign* /e has set #p a the side shows* /e has ann#a dinners that are a

8ompendi#m o9 spee8hes$ 9ags$ bombast$ stateiness$ pse#do>demo8ra8y sighty tinged with

paternaism* +n o88asion he does o#t honors to empoyees$ m#8h as the rep#bi8 o9 8assi8


41/69

times rewarded its worthy 8itiens*

B#t these are merey the side shows$ the dr#ms$ o9 big b#siness$ by whi8h it b#ids #p an

image o9 p#bi8 ser;i8e$ and o9 honorary ser;i8e* 1his is b#t one o9 the methods by whi8h

b#siness stim#ates oya enth#siasms on the part o9 dire8tors$ the workers$ the sto8khoders

and the 8ons#mer p#bi8* t is one o9 the methods by whi8h big b#siness per9orms its 9#n8tion

o9 making and seing prod#8ts to the p#bi8* 1he rea work and 8ampaign o9 b#siness 8onsists

o9 intensi;e st#dy o9 the p#bi8$ the man#9a8t#re o9 prod#8ts based on this st#dy$ and

e=ha#sti;e #se o9 e;ery means o9 rea8hing the p#bi8*

Poiti8a 8ampaigns to>day are a side shows$ a honors$ a bombast$ gitter$ and

spee8hes* 1hese are 9or the most part #nreated to the main b#siness o9 st#dying the p#bi8

s8ienti9i8ay$ o9 s#ppying the p#bi8 with party$ 8andidate$ pat9orm$ and per9orman8e$ and

seing the p#bi8 these ideas and prod#8ts*

Poiti8s was the 9irst big b#siness in .meri8a* 1here9ore there is a good dea o9 irony in the

9a8t that b#siness has earned e;erything that poiti8s has had to tea8h$ b#t that poiti8s has

9aied to earn ;ery m#8h 9rom b#siness methods o9 mass distrib#tion o9 ideas and prod#8ts*

Emiy Newe Bair has re8o#nted in the ndependent a typi8a instan8e o9 the waste o9

e99ort and money in a poiti8a 8ampaign$ a week's speaking to#r in whi8h she herse9 took

part* 0he estimates that on a 9i;e>day trip 8o;ering neary a tho#sand mies she and the

6nited 0tates 0enator with whom she was making poiti8a spee8hes addressed no more than

&$&D persons whose ;otes might 8on8ei;aby ha;e been 8hanged as a res#t o9 their e99orts*

1he 8ost o9 this appea to these ;oters she estimates (8a8#ating the ;a#e o9 the time spent

on a ;ery moderate basis) as K&D* 9or ea8h ;ote whi8h might ha;e been 8hanged as a res#t

o9 the 8ampaign*

1his$ she says$ was a "dri;e 9or ;otes$ @#st as an ;ory 0oap ad;ertising 8ampaign is a

dri;e 9or saes*" B#t$ she asks$ "what wo#d a 8ompany e=e8#ti;e say to a saes manager who

sent a high>pri8ed speaker to des8ribe his prod#8t to ess than &$ peope at a 8ost o9

K&D* 9or ea8h possibe b#yerI" 0he 9inds it "amaing that the ;ery men who make their

miions o#t o9 8e;ery de;ised dri;es 9or soap and bonds and 8ars wi t#rn aro#nd and gi;e

arge 8ontrib#tions to be e=pended 9or ;ote>getting in an #ttery ine99i8ient and anti


42/69

9a8tory dire8tors$ engineers$ saes managers and p#bi8 reations 8o#nse a roed into one*

Big b#siness is 8ond#8ted on the prin8ipe that it m#st prepare its poi8ies 8are9#y$ and

that in seing an idea to the arge b#ying p#bi8 o9 .meri8a$ it m#st pro8eed a88ording to broad

pans* 1he poiti8a strategist m#st do ikewise* 1he entire 8ampaign sho#d be worked o#t

a88ording to broad basi8 pans* Pat9orms$ panks$ pedges$ b#dgets$ a8ti;ities$ personaities$

m#st be as 8are9#y st#died$ apportioned and #sed as they are when big b#siness desires to

get what it wants 9rom the p#bi8*

1he 9irst step in a poiti8a 8ampaign is to determine on the ob@e8ti;es$ and to e=press

them e=8eedingy we in the 8#rrent 9ormthat is$ as a pat9orm* n de;ising the pat9orm the

eader sho#d be s#re that it is an honest pat9orm* Campaign pedges and promises sho#d not

be ighty 8onsidered by the p#bi8$ and they o#ght to 8arry something o9 the g#arantee

prin8ipe and money>ba8k poi8y that an honorabe b#siness instit#tion 8arries with the sae o9

its goods* 1he p#bi8 has ost 9aith in 8ampaign promotion work* t does not say that poiti8ians

are dishonorabe$ b#t it does say that 8ampaign pedges are written on the sand* /ere then is

one 9a8t o9 p#bi8 opinion o9 whi8h the party that wishes to be s#88ess9# might we take

8ognian8e*

1o aid in the preparation o9 the pat9orm there sho#d be made as neary s8ienti9i8 an

anaysis as possibe o9 the p#bi8 and o9 the needs o9 the p#bi8* . s#r;ey o9 p#bi8 desires and

demands wo#d 8ome to the aid o9 the poiti8a strategist whose b#siness it is to make a

proposed pan o9 the a8ti;ities o9 the parties and its ee8ted o99i8ias d#ring the 8oming terms o9

o99i8e*

. big b#siness that wants to se a prod#8t to the p#bi8 s#r;eys and anayes its market

be9ore it takes a singe step either to make or to se the prod#8t* 9 one se8tion o9 the

8omm#nity is abso#tey sod to the idea o9 this prod#8t$ no money is wasted in reseing it to

it* 9$ on the other hand$ another se8tion o9 the p#bi8 is irre;o8aby 8ommitted to another

prod#8t$ no money is wasted on a ost 8a#se* 3ery o9ten the anaysis is the 8a#se o9 basi8

8hanges and impro;ements in the prod#8t itse9$ as we as an inde= o9 how it is to be

presented* 0o 8are9#y is this anaysis o9 markets and saes made that when a 8ompany makes

o#t its saes b#dget 9or the year$ it s#bdi;ides the 8ir8#ations o9 the ;ario#s magaines and

newspapers it #ses in ad;ertising and 8a8#ates with a 9air degree o9 a88#ra8y how manytimes a se8tion o9 that pop#ation is s#b@e8ted to the appea o9 the 8ompany* t knows

appro=imatey to what e=tent a nationa 8ampaign d#pi8ates and repeats the emphasis o9 a

o8a 8ampaign o9 seing*

.s in the b#siness 9ied$ the e=penses o9 the poiti8a 8ampaign sho#d be b#dgeted* .

arge b#siness to>day knows e=a8ty how m#8h money it is going to spend on propaganda

d#ring the ne=t year or years* t knows that a 8ertain per8entage o9 its gross re8eipts wi be

gi;en o;er to ad;ertisingnewspaper$ magaine$ o#tdoor and poster? a 8ertain per8entage to

8ir8#ariation and saes promotions#8h as ho#se organs and deaer aids? and a 8ertain

per8entage m#st go to the s#per;ising saesmen who tra;e aro#nd the 8o#ntry to in9#se e=tra

stim##s in the o8a saes 8ampaign*


43/69

. poiti8a 8ampaign sho#d be simiary b#dgeted* 1he 9irst


44/69

imp#ses do not hep to se the idea that ho8key skates are am#sing$ hep9#$ or in8rease the

genera en@oyment o9 i9e 9or the b#yer*

Present>day poiti8s pa8es emphasis on personaity* .n entire party$ a pat9orm$ an

internationa poi8y is sod to the p#bi8$ or is not sod$ on the basis o9 the intangibe eement o9

personaity* . 8harming 8andidate is the a8hemist's se8ret that 8an transm#te a prosai8

pat9orm into the god o9 ;otes* /ep9# as is a 8andidate who 9or some reason has 8a#ght the

imagination o9 the 8o#ntry$ the party and its aims are 8ertainy more important than the

personaity o9 the 8andidate* Not personaity$ b#t the abiity o9 the 8andidate to 8arry o#t the

party's program adeday are argey

#ninterested in poiti8s and their interest in the iss#es o9 the 8ampaign m#st be se8#red by

8oordinating it with their persona interests* 1he p#bi8 is made #p o9 intero8king gro#ps

e8onomi8$ so8ia$ reigio#s$ ed#8ationa$ 8#t#ra$ ra8ia$ 8oegiate$ o8a$ sports$ and h#ndreds

o9 others*

When President Cooidge in;ited a8tors 9or break9ast$ he did so be8a#se he reaied not

ony that a8tors were a gro#p$ b#t that a#dien8es$ the arge gro#p o9 peope who ike

am#sements$ who ike peope who am#se them$ and who ike peope who 8an be am#sed$

o#ght to be aigned with him*

1he 0hepard>1owner Maternity Bi was passed be8a#se the peope who 9o#ght to se8#re

its passage reaied that mothers made #p a gro#p$ that ed#8ators made #p a gro#p$ that

physi8ians made #p a gro#p$ that a these gro#ps in t#rn in9#en8e other gro#ps$ and that

taken a together these gro#ps were s#99i8ienty strong and n#mero#s to impress Congress

with the 9a8t that the peope at arge wanted this bi to be made part o9 the nationa aw*

1he poiti8a 8ampaign ha;ing de9ined its broad ob@e8ts and its basi8 pans$ ha;ing de9ined

the gro#p appea whi8h it m#st #se$ m#st 8are9#y

[ΒΟΟΚ] Propaganda

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