was hoping that the viewer would feel a duty to obey God's will and buy the product. Similarly, a political candidate's staff might approach local pastors in an area to have them publicly support the candidate. The staff is hoping that the parishioners will obey the recommendations of their pastors and vote for the candidate. 34 The "Daisy ad" can be viewed on the Internet at: https://www.youtube.com/watch?v=dDTBnsqxZ3k. Reason Papers Vol. 38, no. 1 141 These mechanisms can be utilized in combination. For example, both social proof and authority can be used together powerfully in advertising. The producer of a pain medication might show actors in white coats simulating doctors and speaking about how effective the medication is. Similarly, a candidate's campaign team might run an ad with professors of (say) philosophy speaking about what an outstanding candidate he or she is. In both cases, the appeal is to the social proof of many people, all appearing to be some kind of relevant authority. 4. Robert and Bertram Armed with an overview of psychological mechanisms that have been exploited in illogical but persuasive marketing and propaganda campaigns, let us now review two of the major Nazi anti-Semitic movies. As David Welch notes, 35 anti-Semitism was common in Nazi cinema from the first. He gives as examples the Kampfzeit 36 films, such as Hans Westmar (in which Jews are portrayed as dividing workers from the government), Homecoming (which portrayed Jews as inciting the Poles to attack the ethnic Germans), and Bismark (about a Jewish man who attempted to assassinate the Iron Chancellor). However, feature films that clearly intended to advance the anti-Semitic core of Nazism were rather late in coming. The first such feature film was produced right after Kristallnacht (1938) and released in 1939. It was a musical comedy called Robert and Bertram, set in 1839, and written and directed by Hans H. Zerlett. Zerlett specialized in musicals and comedies, and was one of Joseph Goebbels's preferred directors. The movie o