It is a mistake to make propaganda many-sided, like scientific instruction, for instance... As soon as you sacrifice this slogan and try to be many-sided, the effect will piddle away, for the crowd can neither digest nor retain the material offered.

As soon as one point is removed from the sphere of dogmatic certainty, the discussion may not simply result in a new and better formulation, but may easily lead to endless debates and general confusion.

In political matters feeling often decides more correctly than reason.

[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.

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.

When there is change, it must not alter the content of what propaganda is driving at, but in the end must always say the same thing. For instance, a slogan must be presented from different angles, but the end of all remarks must always and immutably be the slogan itself. Only in this way can the propaganda have a unified and complete effect.

The purpose of propaganda is not to provide interesting distraction for blasé young gentlemen, but to convince... the masses. But the masses are slow moving, and they always require a certain time before they are ready even to notice a thing, and only after the simplest ideas are repeated thousands of times will the masses finally remember them.

[Propaganda] does not have multiple shadings; it has a positive and a negative; love or hate, right or wrong, truth or lie, never half this way and half that way.