Nicholas O’Shaughnessy, “Marketing the Third Reich: Persuasion, Packaging, and Propaganda” (Routledge, 2017)

One of the defining characteristics of the Nazi regime that ruled Germany from 1933 until 1945 was its attention to presentation as a means of winning support. In Marketing the Third Reich: Persuasion, Packaging and Propaganda (Routledge, 2017), Nicholas O’Shaughnessy details the centrality of political marketing to how the Nazis governed Germany, showing how vital it was to its success. As he explains, for all of the fear generated by the Gestapo and other tools of the authoritarian state, the basis of their rule was the construction of a broad consensus through domination of the media. At the center of this effort was Adolf Hitler himself, both as an architect of it and as the main figure in its imagery. As O’Shaughnessy demonstrates, the Nazi leadership created a brand that they spent enormous effort developing and protecting. Through a pioneering use of both “new” (radio, cinema, television) and “old” (newspapers, posters, oratory) media, the Nazis crafted a message that both sold their ideology to their contemporaries and contributed to the endurance of its imagery decades after the regime itself collapsed in the onslaught of a world war.

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