It has been set forth here that all appeals were based on arousing the emotions of the people. This was necessary because, had the offerings gone before the public solely on their practical value as investments, the results would have been considered abroad as another demonstration of our sordidness. Had the people of the United States been sordid, it is certain that they might have obtained better investment values. That they were not touched by selfish instincts is further proved by the fact that all through the drives the bonds of the previous issues had been quoted below par, due to the machinations of a group that never could be lifted above self-interest. The public, in full realization of this apparent depreciation, fought it out and showed their utter contempt for the manipulators by subscribing in greater force and for greater amounts to each subsequent issue.
It has been said before that the feeling of the public toward the war was made clear in the First Loan. It became the problem of the Second and the succeeding drives to organize enthusiasm so that through contagion the more resistant types might be affected. This compelled an organization of psychology. Back of each demonstration there were stage managers. These managers of psychology worked upon the public through the newspapers, through advertising, through "stunts," and generated a force of example which affected the whole community in which they were expressed.
For instance, a parade always has the effect of stirring people; feelings deep-hidden cannot be well concealed when, in war-time, marching men stride past. Unconsciously there comes to the mind of people the question: "What will become of these fine boys when they reach France?" There is the wish to help them, and the means to help them has been before their eyes for days in the Liberty Loan publicity. That is what is meant by stage management.
Through all the Loans it was necessary to manipulate the emotions first, to bring to the consciousness of the people in the news reports the facts and purposes of the loans; secondly, to carry the "urge" to them through the advertising; and thirdly to work upon their feelings through spectacles, meetings, aeroplane flights, sham battles, motion pictures of actual warfare, and like accelerants. It was necessary to infect them in the mass so that as individuals they might infect others with the fever to buy bonds.
All this work had to be carried through and was carried through with brilliant success in the four war-time loans. The Army, the Navy, the stage women's committees, police organizations, Boy Scouts, foreign language groups, all played a part. When the call came for the Fifth Loan, practically everything that had been done before had to be scrapped. It was all part of the war equipment and would help little in getting over another loan when people were striving with every fiber to get away from the thought and the sacrifices of the war.
"FINISH THE JOB"
We had to deal, then, with a people who were beginning to adjust themselves to peace, who were consoling themselves with the thought that they had done their part and should not be called upon again. It looked like a hopeless prospect from the vista presented at the close of the Fourth campaign to expect the same response for a peace campaign. The one optimistic fact that stood out was that the people had proved their patriotism, and such patriotism never dies. The Fifth Loan based its appeal solely upon patriotism's one expression in peace, duty.
Victory Way at Night