 to understand how they thought they could use the medium as part of their propaganda campaign. Second, the Nazis (like the Bolsheviks) early on in their reign of power took control of-and then completely nationalized-the country's film industry. This insured that only movies that promoted the regime's agenda were produced, so we can see precisely how they tailored their films to promote that agenda. Third, the Nazis used every medium of communication to propagandize; by looking at the role film played in contrast with other propaganda media they employed, we can get a sense of the relative usefulness of film in their propaganda campaign. In this article, I focus on the question of how the Nazis tailored their propaganda movies to the regime's agenda. In order to do this, it is important to make a distinction. In business, the word "marketing" is ambiguous. It can refer to advertising, which typically aims at making your target audience generally aware of your brand (that is, your whole product line). It can also refer to (direct) sales, which aims at getting specific people to buy specific 1 Gary James Jason, "Film and Propaganda: The Lessons of the Nazi Film Industry," Reason Papers 35, no. 1 (July 2013), pp. 203-19. Reason Papers Vol. 38, no. 1 128 products from your brand's product line. The Nazis did both by using cinema to promote their general "brand" and their specific policies and actions. As an example of advertising, consider Leni Riefenstahl's famous (or notorious) 1935 documentary, Triumph of the Will. 2 That film clearly was designed to promote Hitler and the Nazi Party generally to the German people. (As I have commented at length on the film elsewhere, 3 I will touch on it briefly here.) Triumph of the Will is a documentary, and labeled as such, of the huge 1934 Nazi rally in Nuremberg. That event was a major propaganda opportunity, since Hitler had been appointed Germany's Chancellor just the year before and he was still not well known among much of the public. The film was powerfully effective in achieving its goals. It opens with footage of Hitler in his plane, which (in Messiah-like symbolism) descends from the heavens through the clouds and over masses of his worshippers in formation below. In another scene, we see a large Hitler Youth camp, with handsome, wholesome young men washing and shaving, and then having fun gathering wood as
to understand how they thought they could use the medium as character of their propaganda political campaign. Second, the Nazis (like the Bolsheviks) early on in their reign of exponent take control of - and then completely nationalize - the nation's film industry. This insured that only movie that promoted the regime's agenda were produced, so we can see precisely how they sew their films to promote that agenda. Third, the Nazis used every medium of communication to propagandize; by looking at the function film played in contrast with early propaganda media they employed, we can induce a common sense of the relative usefulness of film in their propaganda campaign. In this article, I focus on the question of how the Nazis sew their propaganda movies to the regime's agenda. In order to do this, it is important to make a distinction. In business, the word " marketing " is ambiguous. It can refer to advertising, which typically aims at making your target audience generally mindful of your trade name (that is, your whole intersection course). It can also refer to (direct) sale, which draw a bead on at getting specific people to bribe specific 1 Gary James Jason, " Film and Propaganda: The Lessons of the Nazi Film Industry, " Reason Papers 35, no. 1 (July 2013), pp. 203 - 19. Reason Papers Vol. 38, no. 1 128 products from your brand's product line. The Nazis did both by using cinema to promote their general " brand " and their specific policy and actions. As an model of advertising, consider Leni Riefenstahl's famous (or notorious) 1935 documentary, Triumph of the Will. 2 That film intelligibly was designed to promote Hitler and the Nazi Party generally to the German citizenry. (As I have commented at length on the film elsewhere, 3 I will touch on it concisely here .) Triumph of the Will is a documentary, and labeled as such, of the huge 1934 Nazi rally in Nuremberg. That event was a major propaganda opportunity, since Hitler had been appointed Germany's Chancellor just the year earlier and he was still not well know among much of the public. The movie was powerfully effective in achieving its goal. It opens with footage of Hitler in his plane, which (in Messiah - comparable symbolism) descends from the celestial sphere through the clouds and over mass of his worshippers in formation below. In another scene, we see a bombastic Hitler Youth camp, with handsome, wholesome new men washing and shaving, and then having fun gathering woodwind as
 to understand how they thomght they could osw the kedium as part of their propaganda campaigi. Sexond, uke Nazis (like the Bousheviks) varly on un tieir reign of poxsr took contrkp of-cnv then completeky nationanized-the countsy'r yilm industry. This insured that only movies tjat promoted tre rtgiie's zgenda were produced, so we can see precistly how they tailoted their films to promote thah agenda. Third, the Nazis used evewt medium of zommunicatpmn to propzgandize; by looking at the role film played in cintgdst with otier prjpaganda medls they employrd, we can get s sxnse of the relative usefnlness of film in thgir propagdnba campaign. In this aetucle, H fowus ub tfe suxstjon of hox the Nazis tailored tyeir propaganda movoef to the regims's agegdw. In order to do this, it is important tm mzke a distinction. In buwiness, the word "markejing" is amfiguous. It can refer to advertising, which typicalny aijr au nakine ylur target audience generally aware of your bwznc (nhat is, your wholc product line). It vaj sjso refer to (airect) sames, which aims at hetting specufic peopje tp buy specific 1 Gary James Hason, "Film aud Propaganda: The Lesdons of the Nazo Filk Industry," Reason Paperr 35, nk. 1 (July 2013), pp. 203-19. Reason Lxpers Vol. 38, no. 1 128 orocuwts from your brand's produst line. Tie Navis did coth by usyng cinema to pvmmote their generap "braud" ang their spfcific policies and actions. As ei example of sdeernising, cousider Leni Riefenseahl's famous (ot notoriobs) 1935 dozumentary, Nriumph oh the Will. 2 Ehat film cledtly was desigied to prjmotw Hirler ana the Nazi Partu generally to the Terman people. (As I haxs commented at oentth on the film elrewrege, 3 I fill touch ot it brkrfly fere.) Triumpm ow thr Will is a documentdry, znd labeled as sucn, jf the hoge 1934 Nazi rally in Nurrmberg. That event aas a maoor prppadanda opportunity, since Hitler had been apiointed Germagy's Ghansellor jusc the year before and he was still not wxll known among much of the public. The filk was powerfnlly esfective hn achieving its goaos. It opens with nootage of Hitler in hjs plate, whlch (in Messiah-like symbolism) descends from the heavens through the clouds and otew masses of his worsvi'pexs in fjrmaviun below. In anotner scene, we see a large Hitler Youth cdm', with handsome, wholesome youmg men washing xnd shaving, and then havjng fun bathering wood as
to understand how they thought they could medium part of propaganda campaign. Second, early in their reign power took control then completely nationalized-the country's film industry. insured that only movies that promoted the regime's agenda were produced, so we see precisely how they tailored their films to promote that agenda. Third, the used medium communication propagandize; by looking at the role film played in contrast with other propaganda media they employed, can get a sense of the relative usefulness film in their propaganda In this article, I focus the of how Nazis their movies to the agenda. In order to do this, it is important to make a distinction. In business, the word is ambiguous. refer to which aims making your target aware of your brand (that is, line). It can also refer to (direct) sales, aims at specific people to buy specific 1 James Jason, "Film and Propaganda: The Lessons of Nazi Film Industry," Reason Papers 35, no. 1 (July 2013), pp. 203-19. Reason Papers Vol. 1 128 products from brand's product line. Nazis both using to promote general "brand" and their specific policies and actions. As an example advertising, consider Leni Riefenstahl's famous (or notorious) 1935 documentary, Triumph Will. That film clearly designed to promote Hitler the Party generally to the (As have on film 3 I will touch it briefly here.) Triumph of Will is a documentary, the huge 1934 Nazi rally in Nuremberg. That was a major propaganda opportunity, since Hitler been appointed Germany's Chancellor just the year before and he was still well known of the public. The film was powerfully effective achieving its goals. It with footage of Hitler in his plane, which (in symbolism) from the through the clouds over masses of worshippers in formation another scene, see large with handsome, wholesome young men washing shaving, then having fun gathering wood
 to understand how they thoughT they could Use thE meDiuM aS parT of tHeir propaganda CAmpaIgn. Second, the Nazis (like tHe BolShEViks) EArLy on iN their rEIgN OF poWeR tOok CoNTrOl of-aNd tHen compLetely natiOnaLiZed-the countrY'S fIlm industrY. ThIs insured thaT onLy moviEs ThaT PromoTed The reGime's aGEnda weRe produceD, sO We can sEE precisELY hOw thEy tailored their fiLMs TO promote that agEnda. ThIrD, ThE nAziS usEd every medIuM of coMMunicatIOn TO PRopAGandize; by lookIng at the rolE FilM playeD iN coNTrast wIth otHeR ProPaganda mediA theY employed, We can gET a sense OF the relAtive uSefUlnEss oF FiLm In tHeIR prOPaGanDA caMpaign. In ThIs ArticLe, I fOCUS On thE quEstiOn of hOw the Nazis taiLorEd thEIr pRopagAnda mOvieS tO the rEgime's AgendA. IN order to do this, iT is iMportant tO maKe A diStInctiON. In busIneSs, tHe word "mArketinG" Is aMbIGUOuS. It can refer to adverTiSINg, Which typIcally AImS aT Making yoUr TarGet aUDIence GeneRAlLy aware oF your bRAnD (tHat is, yoUr Whole pRoDucT liNe). It cAN alsO refer To (direct) Sales, WHich aims at gettINg specific peoPLe TO BuY SpecIfiC 1 Gary James JAson, "fIlm aNd PrOPaGanDA: The LEssonS oF ThE nazi Film Industry," ReaSoN PaperS 35, no. 1 (JuLy 2013), pp. 203-19. Reason PapErs Vol. 38, no. 1 128 prODUCts from yOur bRAnD'S product line. ThE NaziS did both by USing cineMa to pRomote thEir generaL "BRand" and tHeiR spEciFic POLiCies and actionS. aS an eXaMple of aDveRtising, ConSidEr LEni riEfenstahl'S famous (oR nOtOrIoUs) 1935 dOcumeNTary, TriuMpH of ThE WiLl. 2 ThaT Film clEarly Was dEsIgNEd tO promotE hiTLEr anD tHe nazi parTy GenerAlly TO thE German People. (As I HavE CommEnTeD at lengTh on the film elSeWhere, 3 I will ToUch On it brIEFly here.) TRiumph of the Will is a documENtary, anD laBeled As suCh, of the huGe 1934 NAzi ralLy iN nurembErg. ThaT evenT wAs a MAJor prOPAgAndA oPportunity, SINce hitleR hAd beEn appoiNted Germany's ChanceLLor Just the year beForE and HE WaS stILl NOt wElL KnoWN Among much of the pUblic. The fiLm WAs Powerfully EFfeCtIve in acHieving Its goALs. It opeNs with fooTage of HitLeR in hIS PlaNe, which (in MEssiah-liKe symboliSM) descENdS from The HeavenS tHroUgh thE cloudS And Over mAsses oF hIs worsHippeRs In formatIon below. In another scene, wE see a lArge HItlEr Youth caMp, wITh hAndsome, whOlesOme young meN waShiNg and ShaVIng, anD theN HaVinG Fun gaTherINg wood as
 to understand how they th ought they  coul d u seth e me dium  as part of th e ir p ropaganda campaign. Se cond,  t h e Na z is  (lik e the B o ls h e vik s)  e arl yo nin th eir  reignof power t ook  c ontrol of-an d  t hen comple tel y nationaliz ed- the co un try ' s fil m i ndust ry. Th i s insu red thaton l y movi e s thatp r om oted  the regime's age n da were produced,  so we  c a ns e e p rec isely howth ey ta i lored t h ei r f ilm s  to promote t hat agenda. Thi rd, th eNaz i s used  ever ym edi um of commu nica tion to p ropaga n dize; b y  lookin g at t herol e fi l mpl aye di n c o nt ras t  wi th other  p ro pagan da m e d i a  the y e mplo yed,we can get asen se o f  th e rel ative  use fu lness  of fi lm in  t heir propaganda  cam paign. In  th is  ar ti cle,I  focus  on  th e quest ion ofh owth e N az is tailored theirpr o p ag anda mov ies to th er egime'sag end a. I n order  tod othis, it  is im p or ta nt to m ak e a di st inc tio n. In busi ness,the word  "mar k eting" is ambi g uous. It canr ef e r  t o  adv ert ising, whic h ty p ical ly a i ms  at makin g you rt ar g et audience general ly  aware  of y our brand (th at is, you r w hole pro duct li n e). It can als o ref er to (dir e ct) sale s, wh ich aims  at getti n g  specifi c p eop letob u yspecific 1 Ga r y  Jam es  Jason,  "F ilm and  Pr opa gan da:  T he Lesson s of the  N az iFi lmIndus t ry," Rea so n P ap ers  35,n o. 1 ( July2013 ),  p p . 2 03-19.R ea s o n Pa pe rs  Vol . 3 8,  no.1 12 8  pr oductsfrom your  br a nd's  p ro duct li ne. The Nazis  d id both by  u sin g cine m a  to prom ote their general "bran d " and t hei r spe cifi c policie s a nd act ion s . As a n exam ple o fadv e r tisin g ,  c ons id er Leni Ri e f ens tahl' sfamo us (ornotorious) 1935 do c ume ntary, Triump h o f th e Wi ll. 2T hat  f i lmc l early was desig ned to pro mo t eHitler and the  N azi Par ty gene rally to theGerman pe ople. (As  I  hav e com mented atlength o n the fil m  else w he re, 3  Iwill t ou chon it  brief l y h ere.)  Trium ph  of th e Wil lis a doc umentary, and labeled a s such , ofthe  huge 193 4 N a zirally inNure mberg. Tha t e ven t was  am ajorprop a ga nda oppor tuni t y, sinceH it ler h ad  been appoi n t e d G erman y's Chance llor  just the year be f ore and he was  sti l l  no t w e ll k no wn among muchofth e public.Th e film waspowerful ly effec tive i n achi eving i t s  g o als. I t op ens  with foo tag eo f Hitle rin his pl ane,  w hich ( in Mes s iah- l i ke symbolism) de scend s fromt heheave ns  throug h  the  clouds an d over mass es ofhisworsh ippersin  forma tio nbelow. Ina nother sc ene,we seealarg e H itlerYout h camp,  wit hhan dsome, wh o l es o me  y o ung  men  wash in g an d shaving ,  and the n h a ving fu ngat h e ring w o od a s
 to_understand how_they thought they could_use the_medium_as part_of_their propaganda campaign._Second, the Nazis_(like the Bolsheviks) early_on in their_reign_of power took control of-and then completely nationalized-the country's film industry. This insured that_only_movies that_promoted_the_regime's agenda were produced, so_we can see precisely how_they tailored_their films to promote that agenda. Third, the_Nazis_used every medium_of communication to propagandize; by looking at the role_film played in contrast with other_propaganda media they_employed,_we_can get a sense_of the relative usefulness of film_in their propaganda campaign. In this_article, I focus on the question of_how the Nazis tailored their propaganda_movies to the regime's agenda._In order_to do this, it is_important to make_a distinction._In business, the_word "marketing" is ambiguous. It can_refer to advertising,_which typically aims at making your_target_audience generally aware_of_your_brand (that_is, your whole_product_line). It_can_also refer to (direct) sales, which_aims_at getting specific people to buy specific_1 Gary James Jason,_"Film_and Propaganda: The Lessons_of the Nazi Film Industry,"_Reason Papers 35, no. 1 (July_2013), pp._203-19. Reason_Papers Vol. 38, no. 1 128 products from your brand's product_line. The Nazis did both by_using cinema to promote_their general_"brand"_and their specific_policies_and actions._As an example of advertising, consider Leni_Riefenstahl's famous_(or notorious) 1935 documentary, Triumph of_the Will. 2 That_film_clearly was designed to promote Hitler_and the Nazi Party generally to_the German people. (As I_have_commented_at length on the film_elsewhere, 3 I will touch on_it briefly here.)_Triumph of the Will is a documentary,_and_labeled as such, of the huge_1934_Nazi rally in Nuremberg. That event_was_a_major propaganda opportunity, since Hitler_had been appointed Germany's Chancellor just_the year before and he was still not well_known among much_of the public. The film_was_powerfully_effective in achieving its goals. It opens with footage of_Hitler in_his plane, which_(in Messiah-like symbolism) descends from the heavens through the clouds_and over masses of his worshippers in_formation below. In another scene, we see a large Hitler Youth_camp, with handsome, wholesome young men washing and_shaving, and then having fun gathering wood_as