Berto Jongman: Papal Propaganda in Support of Holy Wars — the Original 12th Century Treatise

Cultural Intelligence
Berto Jongman
Berto Jongman

Propaganda Lessons From an Old – a Very Old – Master


Among more serious examples, Portnykh noted some arguments that are still used today, albeit in a very different context. “Fighting in a Crusade gave a full pardon of all sins,” Portnykh said. “And sometimes the priests used phrases that are close to modern advertising slogans like ‘Sale! Special price!’ Humbert of Romans and other preachers would say, ‘Hurry while the Kingdom of Heaven is cheap. Very few people get this chance! You just have to make one effort, albeit a big one, and if you sincerely repent you’ll be fully pardoned and go to the Kingdom of Heaven.”

“Humbert and the other priests were telling them, ‘Dying is a bargain!'”