If you tell a big enough lie and tell it frequently enough, it will be believed.
The receptivity of the masses is very limited, their intelligence is small, but their power of forgetting is enormous. In consequence of these facts, all effective propaganda must be limited to a very few points and must harp on these in slogans until the last member of the public understands what you want him to understand by your slogan.
By the skillful and sustained use of propaganda, one can make a people see even heaven as hell or an extremely wretched life as paradise.
All propaganda must be popular and its intellectual level must be adjusted to the most limited intelligence among those it is addressed to.
I use emotion for the many and reserve reason for the few.
All propaganda has to be popular and has to accommodate itself to the comprehension of the least intelligent of those whom it seeks to reach.
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 thence to the heart of the broad masses.
All propaganda must be so popular and on such an intellectual level, that even the most stupid of those towards whom it is directed will understand it. Therefore, the intellectual level of the propaganda must be lower the larger the number of people who are to be influenced by it.
The truth is the best propaganda.
The great masses of the people will more easily fall victims to a big lie than to a small one.
Universal education is the most corroding and disintegrating poison that liberalism has ever invented for its own destruction.
It is not truth that matters, but victory.
The primitive simplicity of their minds renders them a more easy prey to a big lie than a small one.
The size of the lie is a definite factor in causing it to be believed, for the vast masses of the nation are in the depths of their hearts more easily deceived than they are consciously and intentionally bad. The primitive simplicity of their minds renders them a more easy prey to a big lie than a small one, for they themselves often tell little lies but would be ashamed to tell a big one.
All propaganda must be confined to a few bare necessities and then must be expressed in a few stereotyped formulas . . . Only constant repetition will finally succeed in imprinting an idea upon the memory of a crowd.
The victor will never be asked if he told the truth.
Through clever and constant application of propaganda, people can be made to see paradise as hell, and also the other way round, to consider the most wretched sort of life as paradise.
Words build bridges into unexplored regions.
Propaganda must not serve the truth, especially as it might bring out something favorable for the opponent.
In political matters feeling often decides more correctly than reason.
To whom should propaganda be addressed? To the scientifically trained intelligentsia or the less educated masses? It must be addressed always and exclusively to the masses.
Great liars are also great magicians.
[This is the] very first condition which has to be fulfilled in every kind of propaganda: a systematically one-sided attitude towards every problem that has to be dealt with.
The more modest its intellectual ballast, the more exclusively it takes into consideration the emotions of the masses, the more effective [propaganda] will be.
But the most brilliant propagandist technique will yield no success unless one fundamental principle is borne in mind constantly and with unflagging 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.
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