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A good deal depends on the quality of the lie. You must have intellectual lies for intellectual people and crude lies for popular consumption, but if your popular lies are too blatant and your more intellectual section are shocked and see through them, they may (and indeed they did) begin to be suspicious as to whether they were not being hoodwinked too. Nevertheless, the inmates of colleges are just as credulous as the inmates of the slums.

Arthur Ponsonby#21

PropagandaDeceptionWar propagandaAudienceCommunicationTrust

About this quote

What does it mean?
Lies must match their audience; intellectual lies for scholars, crude lies for the masses—if the latter are too obvious, both groups become skeptical.
In plain terms
Different audiences need different levels of deception.
What can you take from it?
Tailor messages to the audience, but avoid obvious falsehoods.

Where it applies

  • political campaigning
  • advertising
  • news media

Putting it to work

  • understand audience literacy
  • avoid blatant lies
  • maintain some credibility

Questions to consider

  • How does audience sophistication affect propaganda effectiveness?
  • Can credibility be sustained with any deception?

Another view

Some audiences may reject any manipulation regardless of subtlety.

More from Arthur Ponsonby

  1. Contempt for the enemy, if illustrated, can prove to be an unwise form of falsehood. There was a time when German soldiers were popularly represented cringing,…

    Permalink to quote #20
  2. The narrowest patriotism could be made to appear noble, the foulest accusations could be represented as an indignant outburst of humanitarianism, and the meane…

    Permalink to quote #22
  3. Atrocity lies were the most popular of all, especially in this country and America; no war can be without them. Slander of the enemy is esteemed a patriotic du…

    Permalink to quote #19

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