The Persuaders: The Top 5 Most Famous Uses of Propaganda

From wartime posters to cinematic persuasion – and what marketers can learn from history

Propaganda might feel like a dirty word in marketing – but many view it simply as; persuasion at scale. The line between propaganda and marketing has always been thin, as explored in our earlier article, An Introduction to PR: What Marketers Need to Know and in PR vs Propaganda: The Fine Line Between Persuasion and Manipulation.

The most successful propaganda campaigns in history didn’t just sell an idea – they shaped identity, behaviour, and belief. In this article, we’ll count down the Top 5 most famous or impactful examples of propaganda, explain what made them effective, and draw lessons marketers can ethically apply today.

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5. The Motherland Calls (Soviet Union, 1941)

When Nazi Germany invaded in 1941, the Soviet Union turned to artist Irakli Toidze, whose poster “The Motherland Calls” (see below) became one of the most powerful images of the war. Depicting an austere woman summoning her sons to defend the homeland, it channelled fear, pride, and duty into one defining image.

Why it worked:

• It personified the nation – Russia as a mother to be defended.

• The red colour palette and gesture (raised arm with oath) conveyed urgency and moral authority.

• It appealed to collective identity rather than individual benefit.

Marketing takeaway:

• Build campaigns around shared values – not just individual gain.

• Symbolic personification (mascots, ambassadors, or anthropomorphism) helps audiences emotionally connect with abstract ideas.

4. Triumph of the Will (Germany, 1935)

Directed by Leni Riefenstahl, Triumph of the Will documented the 1934 Nuremberg Rally and transformed political propaganda into cinematic spectacle. Aerial shots, mass choreography, and rousing music created a myth of unity and power.

Why it worked:

• It leveraged emerging media – film – for emotional impact.

• The production scale gave the illusion of invincibility.

• Visual storytelling over rhetoric: it showed, not told.

Marketing takeaway:

• Visual scale and production quality build perceived authority.

• Storytelling through visuals often persuades more than logic ever can.

Ethical note:

While very good technically, this film also demonstrates propaganda’s moral danger – proof that emotional resonance can be misused.

As marketers, truth and transparency must always guide persuasion.

We have to be able to appreciate the effectiveness and impact of propaganda whilst understanding the contribution to the devastation that is made.

3. I Want You for U.S. Army (United States, 1917)

Designed by James Montgomery Flagg, this recruitment poster remains one of the most iconic propaganda images in history. Uncle Sam’s pointed finger and direct eye contact created an irresistible sense of personal responsibility.

Why it worked:

• The message was personal: you, not “someone else”.

• It created guilt avoidance and social expectation – “If I don’t act, I’m letting my country down.”

• Simple typography and symbolism made it unforgettable.

Marketing takeaway:

• Personalisation matters: audiences respond to direct address.

• Design simplicity amplifies recall.

• Sometimes, the call to action is the campaign.

2. Rosie the Riveter / We Can Do It! (United States, 1943)

Created by J. Howard Miller for Westinghouse Electric, this poster was meant to motivate factory workers during WWII. Ironically, it was little seen during the war but revived decades later as a feminist symbol of resilience.

Why it worked:

• Clean composition, bold type, relatable protagonist.

• It reframed strength – showing femininity as patriotic contribution.

• It offered empowerment through inclusion, not instruction.

Marketing takeaway:

• Campaigns can take on new meanings over time; leave room for reinterpretation.

• Strong imagery often outlives its context – aim for cultural longevity, not just short-term conversion.

Honourable Mentions: Five More That Changed Minds

Before we get to number one, let’s take a look at some honourable mentions.

1. The Bayeux Tapestry (11th Century)

A 70-metre embroidered epic chronicling the Norman conquest of England, the Bayeux Tapestry legitimised William the Conqueror’s claim by portraying Harold Godwinson as an oath-breaker.

This is really important because it legitimises William’s claim to the English crown.

Combining text, imagery and symbolism, it’s arguably history’s first multimedia campaign – propaganda stitched into legend.

2. Stele of Hammurabi (c. 1790 BC)

The 7 foot tall Stele of Hammurabi, carved into black basalt, is an ancient Babylonian artifact from around 1754 BCE, depicting the king receiving divine authority from the sun god Shamash.

The artifact is inscribed with the Code of Hammurabi, one of the earliest and best-preserved legal codes.

This elevated his new laws from royal decree to sacred truth. A timeless exercise in authority by association, proving even early leaders understood the power of brand endorsement.

3. Lord Kitchener Wants You (1914)

Featuring Britain’s Secretary of State for War pointing directly at the viewer, Lord Kitchener’s recruitment poster became a defining image of the First World War.

Its stark typography and confrontational tone were later copied globally, including by the United States’ “Uncle Sam.” A classic in personalised persuasion.

Given that it predates the “Uncle Sam.” propaganda – perhaps the two examples should swap places? Let me know your thoughts!

4. Loose Lips Might Sink Ships (1942)

The US Office of War Information turned gossip into a national threat with this chilling slogan. Instead of glorifying soldiers, it targeted civilians, warning that careless talk could cost lives.

A masterclass in behavioural control through fear, linking silence to patriotism.

5. Keep Calm and Carry On (1939)

Created by Britain’s Ministry of Information during WWII, the now-ubiquitous “Keep Calm and Carry On” poster was designed to steady morale in the event of invasion.

Rarely seen at the time but rediscovered decades later, it has since been endlessly parodied.

A powerful case of message minimalism turned cultural phenomenon.

1. Women of Britain Say “Go!” (United Kingdom, 1915)

Created by E. J. Kealey for the Parliamentary Recruiting Committee, this poster depicted two women and a child watching soldiers march off to war. The tagline, “Women of Britain say ‘Go!’”, cleverly reframed the recruitment message: it wasn’t the government demanding enlistment – it was your family.

Why it worked:

• It redirected persuasion through emotional intermediaries (women and children).

• It leveraged shame and duty subtly, rather than overt patriotism.

• It reflected the shift in recruitment tactics once initial enthusiasm waned.

Marketing takeaway:

• Sometimes the most effective message comes from the secondary audience – those who influence the buyer.

• Emotional triangulation (guilt, pride, expectation) drives powerful action.

• The best campaigns reflect the social moment, not just the brand message.

Final Thoughts: Propaganda and the Modern Marketer

While propaganda and marketing share common DNA, the difference lies in intent and transparency. As we discussed in PR vs Propaganda, propaganda seeks control; ethical marketing seeks connection.

The lessons from these campaigns remain relevant:

• Simplify your message.

• Anchor your visuals in emotion.

• Understand your audience’s social context.

• But above all, respect truth – because credibility outlasts manipulation.

As Orwell might remind us, language can liberate or deceive. It’s our job as marketers to make sure it does the former.

TL;DR – Propaganda in Five Key Lessons