“All propaganda has to be popular and has to adapt its spiritual level to the perception of the least intelligent of those towards whom it intends to direct itself. Therefore its spiritual level has to be screwed the lower, the greater the mass of people which one wants to attract. But if the problem involved, like the propaganda for carrying on a war, is to include an entire people in its field of action, the caution in avoiding too high spiritual assumptions cannot be too great.
The more modest, then, its scientific ballast is, and the more it exclusively considers the feelings of the masses, the more striking will be its success. This, however, is the best proof whether a particular piece of propaganda is right or wrong, and not the successful satisfaction of a few scholars or 'aesthetic' languishing monkeys.
This is just the art of propaganda that it, understanding the great masses' world of ideas and feelings, finds, by a correct psychological form, the way to the attention, and further to the heart, of the great masses. That our super-clever heads never understand this proves only their mental inertia or their conceit.”