the grounded theory is to avoid restricting yourself to a theory of advertising. The theories of advertising are all just tools, of which we should use the most effective one for a given task. But must also be wary of cynically selling communism as an identity or a brand. communism must be revolutionary, and that will ultimately differentiate it from a commodity to be advertised.
Good agitprop is no-holds-barred. it can inhabit the entire cultural field. limiting yourself to cheap psychological tricks and refusing to use them are both mistakes.
Revolutionary agitprop or revolutionary thought or lines of flight are rare, but it should be seeked, recognized, leveraged. Recall the situationists’ revival of the utopian tradition not as an example to follow, but an example of the required jouissance.
bread is a gel! when it gets stale, its because the water evaporates and causes the starch to crystallize! heating the bread melts the crystals, and adding some water helps re-gelling as well.