by Dr. Margaret Lowenfeld

Deliberate well designed propaganda can have three objectives:

1. To bring about a change in ideas.
2. To produce action.
3. To stimulate a new and definite type of feeling.

We are dealing here with the second type.

In order that propaganda may produce action its content must act as a stimulus to definite motives for action, these motives therefore must be known and their mode of action clearly envisaged before the form of propaganda is designed and such knowledge must guide the design and content of the propaganda.

Most defined actions (i.e. actions with a limited objective, such as darkening windows or throwing sand on a fire bomb) have definite motivation. A good example of appeal to such motivation is given in Mr. Morison’s appeal for fire fighters of Jan 19. 1941

If propaganda, therefore, is designed to produce immediate short term action it must be designed to appeal to motives which are near enough to the surface to respond to immediate stimulus and wisely enough distributed to make a general response possible, or very careful plans must be laid to call gradually into evidence motives not usually in play. Examples of the first type of motive (or feeling) are the Englishman’s feeling of independence or love of his home.