Cover; Title; Copyright; Contents; Preface; Introduction; 1 Propaganda and persuasion; 2 Persuading for the Great War; 3 The organization of the persuasive apparatus; 4 Attracting attention; 4.1 Children as decoy; 4.2 Beauty as decoy; 5 Repeating the message; 6 The power of questions; 7 The persuasion of the source; 7.1 The authority of source; 7.2 The authority of quotations; 8 Unity is strength; 8.1 Silencing the critics; 8.2 Origins unite; 8.3 The call of the banner; 8.4 Other patriotic symbols of unity; 9 Target 1: the home front; 9.1 Out of duty and solidarity; 9.2 To educate, inform.

9.3 Persuading to invest9.4 Children and the principle of familiarity; 9.5 Women as weapons of persuasion; 9.6 Reciprocity. I am fi ghting for you!; 9.6.1 Reciprocity and the strategy of shame; 9.6.2 The veterans; 9.6.3 The intellectuals; 9.6.4 The Afro-Americans; 9.6.5 The immigrants; 10 Target 2: men to enlist; 10.1 Follow the example; 10.1.1 Follow the example of your ancestors; 10.1.2 Follow the example of your countrymen; 10.1.3 Follow the example of sportsmen; 10.1.4 Follow the example of your friends; 10.2 The propaganda of fear; 10.2.1 Denouncing the crimes of the enemy.

10.2.2 Demonizing the enemy10.3 The principle of scarcity. Illustrating threats; 10.3.1 Democracy; 10.3.2 Liberty; 10.3.3 Honour and justice; 10.3.4 The family; Conclusion; List of images; Subject and author index.