rather to attract public attention to certain things, the importance of which can be brought home to the masses only by this means.

Here the art of propaganda consists in putting a matter so clearly and forcibly before the minds of the people as to create a general conviction regarding the reality of a certain fact, the necessity of certain things and the just character of something that is essential. But as this art is not an end in itself and because its purpose must be exactly that of the advertisement poster, to attract the attention of the masses and not by any means to dispense individual instructions to those who already have an educated opinion on things or who wish to form such an opinion on grounds of objective study--because that is not the purpose of propaganda, it must appeal to the feelings of the public rather than to their reasoning powers.

All propaganda must be presented in a popular form and must fix its intellectual level so as not to be above the heads of the least intellectual of those to whom it is directed. Thus its purely intellectual level will have to be that of the lowest mental common denominator among the public it is desired to reach. When there is question of bringing a whole nation within the circle of its influence, as happens in the case of war propaganda, then too much attention cannot be paid to the necessity of avoiding a high level, which presupposes a relatively high degree of intelligence among the public.

The more modest the scientific tenor of this propaganda and the more it is addressed exclusively to public sentiment, the more decisive will be its success. This is the best test of the value of a propaganda, and not the approbation of a small group of intellectuals or artistic people.

The art of propaganda consists precisely in being able to awaken the imagination of the public through an appeal to their feelings, in finding the appropriate psychological form that will arrest the attention and appeal to the hearts of the national masses. That this is not understood by those among us whose wits are supposed to have been sharpened to the highest pitch is only another proof of their vanity or mental inertia.

Once we have understood how necessary it is to concentrate the persuasive forces of propaganda on the broad masses of the people, the following lessons result therefrom:

That it is a mistake to organize the direct propaganda as if it were a manifold system of scientific instruction.

The receptive powers of the masses are very restricted, and their understanding is feeble. On the other hand, they quickly forget. Such being the case, all effective propaganda must be confined to a few bare essentials and those must be expressed as far as possible in stereotyped formulas. These slogans should be persistently repeated until the very last individual has come to grasp the idea that has been put forward. If this principle be forgotten and if an attempt be made to be abstract and general, the propaganda will turn out ineffective; for the public will not be able to digest or retain what is offered to them in this way. Therefore, the greater the scope of the message that has to be presented, the more necessary it is for the propaganda to discover that plan of action which is psychologically the most efficient.

It was, for example, a fundamental mistake to ridicule the worth of the enemy as the Austrian and German comic papers made a chief point of doing in their propaganda. The very principle here is a mistaken one; for, when they came face to face with the enemy, our soldiers had quite a different impression. Therefore, the mistake had disastrous results. Once the German soldier realised what a tough enemy he had to fight he felt that he had been deceived by the manufacturers of the information which had been given him. Therefore, instead of strengthening and stimulating his fighting spirit, this information had quite the contrary effect. Finally he lost heart.

On the other hand, British and American war propaganda was psychologically efficient. By picturing the Germans to their own people as Barbarians and Huns, they were preparing their soldiers for the horrors of war and safeguarding them against illusions. The most terrific weapons which those soldiers encountered in