Nicholas J. O'Shaughnessy

Hitler was one of the few politicians who understood that persuasion was everything, deployed to anchor an entire regime in the confections of imagery, rhetoric and dramaturgy. The Nazis pursued propaganda not just as a tool, an instrument of government, but also as the totality, the raison d'être, the medium through which power itself was exercised. Moreover, Nicholas O'Shaughnessy argues, Hitler, not Goebbels, was the prime mover in the propaganda regime of the Third Reich - its editor and first author. Under the Reich everything was a propaganda medium, a building-block of public consciousness, from typography to communiqués, to architecture, to weapons design. There were groups to initiate rumours and groups to spread graffiti. Everything could be interrogated for its propaganda potential, every surface inscribed with polemical meaning, whether an enemy city's name, an historical epic or the poster on a neighbourhood wall. But Hitler was in no sense an innovator - his ideas were always second-hand. Rather his expertise was as a packager, fashioning from the accumulated mass of icons and ideas, the historic debris, the labyrinths and byways of the German mind, a modern and brilliant political show articulated through deftly managed symbols and rituals. The Reich would have been unthinkable without propaganda - it would not have been the Reich.

Propaganda and the Nazi Brand

Selling Hitler

Charlotte Henry

Nicholas O. O'Shaughnessy

Stephan C. M. Henneberg

Stephan Henneberg

Examines how the theory and practice of marketing has been and can be applied to politics.

The Idea of Political Marketing

John O'Shaughnessy

Nicholas Jackson O'Shaughnessy

A practical and in-depth guide to the art of advertising persuasion, this book explains how advertising works and sets out strategies for advertisers to adopt, drawing on research, concepts and case examples from the US and Europe.

Persuasion in Advertising

This book provides a full and detailed analysis of the phenomenon of propaganda, its meaning, content and urgent significance, from the taunting videos of Osama Bin Laden to the scalding polemics of American campaign advertising.

Weapons of Mass Seduction

Politics and Propaganda

Robert P. Ormrod

Stephan C M Henneberg

Electronic inspection copies are available for instructors Political Marketing: Theories and Concepts provides students with a valuable and critical understanding of how political parties use marketing to attain their aims. Unlike other textbooks, this text explicitly focuses on the theoretical underpinnings and cutting edge concepts used by political parties, allowing students to gain key insights into how they win elections and remain in power. With an engaging and thought provoking topic selection, these field-leading authors have ensured that this often complex and theoretically advanced topic is clearly accessible for a student audience and novice researchers. Key features of each chapter include: - Short chapter introduction and learning summaries - Discussion questions to share in the classroom - Annotated suggestions for further reading - Lists of key terms to consider This text is essential reading for advanced undergraduate and postgraduate students on political marketing courses. Dr Robert P. Ormrod, University of Aarhus, Denmark Dr Stephan C. Henneberg, University of Manchester Professor Nicholas J. O'Shaughnessy, Queen Mary, University of London

Nicholas J. O'Shaughnessy

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