The success of any advertisement, whether in business or politics, is due to the continuity and con¬ sistency with which it is employed.
The example of enemy propaganda was typical of this also. It confined itself to few points of view, was addressed solely to the masses, and was pursued with untiring perseverance. Throughout the whole War use was made of the basic ideas and forms of expression found to be right at the beginning, and even the slightest alteration was never considered. At first it appeared lunatic from the impudence of its assertions —later on it became unpleasant and was finally believed. At the end of four and a half years revolu¬ tion broke out in Germany, and its war-cries were inspired by the enemy’s war propaganda.
The British understood yet another thing—that this intellectual weapon can only be used successfully with the masses, but that, if successful, it richly repays what it costs.
Propaganda counted with them as a weapon of the first class, whereas with us it was the last way for officeless politicians to make a living and a tiny berth for modest heroes.
Taken all in all, its success was just nil.