eople to buy specific 1 Gary James Jason, "Film and Propaganda: The Lessons of the Nazi Film Industry," Reason Papers 35, no. 1 (July 2013), pp. 203-19. Reason Papers Vol. 38, no. 1 128 products from your brand's product line. The Nazis did both by using cinema to promote their general "brand" and their specific policies and actions. As an example of advertising, consider Leni Riefenstahl's famous (or notorious) 1935 documentary, Triumph of the Will. 2 That film clearly was designed to promote Hitler and the Nazi Party generally to the German people. (As I have commented at length on the film elsewhere, 3 I will touch on it briefly here.) Triumph of the Will is a documentary, and labeled as such, of the huge 1934 Nazi rally in Nuremberg. That event was a major propaganda opportunity, since Hitler had been appointed Germany's Chancellor just the year before and he was still not well known among much of the public. The film was powerfully effective in achieving its goals. It opens with footage of Hitler in his plane, which (in Messiah-like symbolism) descends from the heavens through the clouds and over masses of his worshippers in formation below. In another scene, we see a large Hitler Youth camp, with handsome, wholesome young men washing and shaving, and then having fun gathering wood as the cooks prepare a common breakfast. In yet another scene, we see members of the German Labor Front identify where they are from, each naming a different region in Germany. What purpose did these scenes serve in promoting the Nazi Party? The first served to convey the larger-than-life quality of the Fuhrer. The second equates the Nazi brand with wholesome youthfulness, not the "depravity" that supposedly characterized the Weimar Republic which Hitler just swept away. The third stresses the theme of the Party as the workers' protector- "Nazi" comes from the abbreviation for its full name, the National Socialist German Workers Party-as well as a force for national unity. It was the sales aspect of Nazi film upon which I focused 