Marketing the Third Reich_ Persuasion, Packaging and Propaganda-Routledge (2018).pdf

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‘Nicholas
O’Shaughnessy has come up with an incisive and intriguing way of
looking at the Third Reich through its
fiendishly
effective brand marketing. The
methods of Joseph Goebbels’ sinister genius at PR is laid bare superbly, and this
book is replete with fascinating and important lessons for the present day.’
Professor Andrew Roberts,
Author,
The Storm of War
‘“Only
first
class business and that in a
first
class way” was a motto of David Ogilvy.
But what if the product and clients were loathsome? Like a barrister’s advocacy the
power of brilliant marketing can serve a false and perverse master. Never has this
been truer than in the case of the Third Reich. Nicholas O’Shaughnessy’s extra-
ordinary book shows how it set out to be a well-managed brand and previewed
many of the techniques of modern marketing communications in a sedulously
first
class way.’
Miles Young,
Non-Executive Chairman, Ogilvy and Mather Worldwide
‘This
is an accomplished, rare, interdisciplinary text. It provides an historical over-
view of how one of the most heinous regimes in history used prototype marketing
and propaganda to gain and retain power. It’s a must-read both for those who
would wish to govern us and those who are governed alike.’
Professor Paul Baines,
Cranfield University, UK
‘Professor
O’Shaughnessy has found an innovative new way of examining the
Third Reich, by looking closely at how it was sold and marketed.’
Giles MacDonogh,
Writer and Historian
‘Nicholas
O’Shaughnessy’s elegant and detailed historical scholarship has previously
drawn our attention to unsettling traces of brand marketing strategy behind the cala-
mitous rise of Adolf Hitler and the Nazis. In
Marketing the Third Reich
O’Shaughnessy
emboldens his thesis to show that the Nazis were ineluctably masters of marketing. He
challenges conventional wisdom in both political history and in marketing scholarship
by arguing that both are swayed by the nebulous yet compelling techniques of mass
persuasion. In our propagandistic era of tumultuous political populism, this penetrating
work is alarmingly resonant.’
Professor Chris Hackley,
Royal Holloway University of London, UK
MARKETING THE THIRD REICH
In this fascinating volume, Nicholas O’Shaughnessy elucidates the phenomenon of
the Nazi propaganda machine via the perspective of consumer marketing, con-
ceptualising the Reich as a product campaign. Building on his acclaimed
Selling
Hitler
(2016), he uses marketing scholarship to show how propaganda and political
marketing existed not merely as an instrument of government in Nazi Germany,
but as the very medium of government itself.
Marketing the Third Reich
explores the insidious connection between a mass cul-
ture and a political movement, and how the cultures of consumption and politics
influence and infect each other
–
consumerised politics and politicised consump-
tion. Ultimately its concern is with the
‘engineering
of consent’
–
the troubling
matter of how public opinion can be manufactured, and governments elected, via
sophisticated methodologies of persuasion developed in the consumer economy.
Nazism functioned as a brand, packaging almost everything with persuasive
purpose.
Revealing obvious parallels between Adolf Hitler’s use of the living theatre of
politics, and our present public–political dramaturgy, between Nazi lies and our
post-truth, the book raises the chilling question: was Hitler ahead of his time? This
radical, original, in-depth study will be an invaluable resource for all scholars of
marketing history, political marketing, propaganda and history.
Nicholas O’Shaughnessy
is Professor of Communication at Queen Mary Uni-
versity of London, UK and latterly director of their Marketing and Communica-
tions Group; Visiting Professor in the Department of War Studies at King’s College
London, and a Quondam Fellow of Hughes Hall Cambridge. He has written and
edited numerous books on commercial and political persuasion, including
Politics
and Propaganda; Weapons of Mass Seduction
and most recently
Selling Hitler: Propaganda
and the Nazi Brand.
ROUTLEDGE STUDIES IN FASCISM AND THE FAR RIGHT
Series editors:
Nigel Copsey,
Teesside University,
and Graham Macklin,
Teesside University
This new book series focuses upon fascist, far right and right-wing politics primarily
within a historical context but also drawing on insights from other disciplinary
perspectives. Its scope also includes radical-right populism, cultural manifestations
of the far right and points of convergence and exchange with the mainstream and
traditional right.
Titles include:
Marketing the Third Reich
Persuasion, Packaging and Propaganda
Nicholas O’Shaughnessy
Russia and the Western Far Right
Tango Noir
Anton Shekhovtsov
Understanding Racist Activism
Theory, Methods and Research
Kathleen M. Blee
Corporatism and Fascism
The Corporatist Wave in Europe
Edited by António Costa Pinto
Anti-Fascism in Britain
(Second Edition)
Nigel Copsey
Right-Wing Terrorism in the 21st Century
The
‘National
Socialist Underground’ and the History of Terror from the
Far-Right in Germany
Daniel Koehler

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