characteristically attempted to win popular support and
consolidate their power by mobilizing the population in mass meetings, parades, and other gatherings. Exploiting principles borrowed from modern American advertising, which stressed the importance of appealing to the audience’s emotions rather than to its reason, fascists used such gatherings to create patriotic fervour and to encourage fanatic enthusiasm for the fascist cause. The Nazi rallies at
Nürnberg, for example, were organized with theatrical precision and featured large banners, paramilitary uniforms, martial music, torchlight parades, bonfires, and forests of fascist salutes accompanied by prompted shouts of “Sieg Heil!” Hitler believed it best to hold such gatherings at night, when audiences would be more susceptible than in the daytime to irrational appeals. Fascists also sought to regiment the population, especially young people, by infiltrating local social networks—tavern groups and veteran, sports, church, student, and other organizations—and providing soup kitchens, vacation outings, and nationalistic ceremonies for townspeople.