In the states which are ideologically self-conscious and anxious to promote a fixed mentality, the process of education is combined with agitation and regulation, so that the entire population lives under conditions approximating the psychological side of war. Heretics are put to death or are otherwise silenced. Historical materialism and the Marxian "objectivity," or the _Volk_, or _Fascismo_, or _Yamato-damashii_, or "new democracy" is set up as the touchstone of all good and evil, even in unrelated fields of activity. Education and propaganda merge into everlasting indoctrination. And when such states go to war against states which do not have propaganda machinery, the more liberal states are at a disadvantage for sheer lack of practice in the administrative and mechanical aspects of propaganda. Education is to psychological warfare what a glacier is to an avalanche. The mind is to be in both cases captured, but the speed and techniques differ. =Salesmanship.= Salesmanship is related to psychological warfare. Propaganda is often compared to another art of our time--industrialized salesmanship through mass printing and telecommunications. This bad parallel was responsible for much of the inept American propaganda overseas in the early part of the war; some of our propagandists had a fundamental misconception of the nature of wartime propaganda. Allegiance in war is a matter of ideology, not of opinion. A man cannot want his own side to lose while remaining a good citizen in all other respects. The desire for defeat--even the acceptance of defeat--is of tragic importance to any responsible, sane person. A German who wanted the Reich to be overthrown was a traitor to Germany, just as any American who wished us to pull out of the war and exterminate American Jews would have been a traitor to his own country. These decisions cannot be compared with the choice of a toothpaste, a deodorant, or a cigarette. Advertising succeeds in peacetime precisely because it does not matter; the choice which the consumer makes is of slight importance to himself, even though it is of importance to the seller of the product. A Dromedary cigarette and an Old Coin cigarette are both cigarettes; the man is going to smoke one anyhow. It does not matter so much to him. If Dromedaries are associated in his mind with mere tobacco, while Old Coins call up unaccountable but persistent memories of actresses' legs, he may buy Old Coins. The physical implements of propaganda were at hand in 1941-1942, but we Americans had become so accustomed to their use for trivial purposes that much of our wartime propaganda was conducted in terms of salesmanship.