Core

Nazi electoral strategy involved winning over as many Germans as possible.

open to all Germans regardless of their social class, religion, or home region.

creating an ethnically united German “national community”in which the collective interests of the “people”took precedence over individual interests.

denounce Germany’s other political parties as special interest groups that did not represent all Germans.  

Racist and antisemitic, considered Germany’s Jews to be a “foreign” race

forms

Swastika as Core Symbol

In 1920, he designed the Nazi flag with the colors of the former German monarchy: black, white, and red. The vibrant red also drew on the popularity of the red flag used by the leftist Social Democrats and Communists.

Slogan

The Nazis used phrases such as work and bread in slogans as a symbol of the party’s claims that, if elected, it would create jobs and provide Germans with food. The slogans, however, did not spell out how the Nazis aimed to accomplish those tasks.

Public Image and Public Speech

represented himself as a “common soldier”, similar to other German veterans -> strong appeal

Different style for different audience: - radical language and dramatic gesture+uniform for Nazi assemblies - calm language and mild gesture+dark suit for political/economic elites

“Modern” Technology and Strategy

advertising using Radio, Film, Posters, electric loudspeaker(first time use) adjusting party message according to audience response “Hitler Over Germany” 1932: travel and speak from city to city Niche Marketing: worker/women/youth

Posters

why posters effective?

First, the party had a recognizable leader (Hitler) and logo (the swastika) that could be featured prominently. Second, Nazi posters used strong visual language. Last, the Nazis had a grassroots organization that was able to widely distribute posters, along with other propaganda materials.