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emphasize the same conclusion. The leading slogan must of course be illustrated in many ways and from several angles, but in the end one must always return to the assertion of the same formula. In this way alone can propaganda be consistent and dynamic in its effects.

Only by following these general lines and sticking to them steadfastly, with uniform and concise emphasis, can final success be reached. Then one will be rewarded by the surprising and almost incredible results that such a persistent policy secures.

The success of any advertisement, whether of a business or political nature, depends on the consistency and perseverance with which it is employed.

In this respect also the propaganda organized by our enemies set us an excellent example. It confined itself to a few themes, which were meant exclusively for mass consumption, and it repeated these themes with untiring perseverance. Once these fundamental themes and the manner of placing them before the world were recognized as effective, they adhered to them without the slightest alteration for the whole duration of the War. At first all of it appeared to be idiotic in its impudent assertiveness. Later on it was looked upon as disturbing, but finally it was believed.

But in England they came to understand something further: namely, that the possibility of success in the use of this spiritual weapon consists in the mass employment of it, and that when employed in this way it brings full returns for the large expenses incurred.

In England propaganda was regarded as a weapon of the first order, whereas with us it represented the last hope of a livelihood for our unemployed politicians and a snug job for shirkers of the modest hero type.

Taken all in all, its results were negative.