1 00:00:09,057 --> 00:00:12,208 New York, September 2004, 2 00:00:12,377 --> 00:00:16,893 The race for the White House was reaching a dramatic climax, 3 00:00:17,057 --> 00:00:20,413 The candidates were neck and neck in the polls, 4 00:00:20,577 --> 00:00:24,729 Both were now desperate to seize any advantage over the other, 5 00:00:27,577 --> 00:00:33,766 President Bush was heading for his party's convention at Madison Square Garden, 6 00:00:36,257 --> 00:00:41,012 This was effectively his last opportunity to get ahead, 7 00:00:43,097 --> 00:00:48,615 His advisors knew that everything depended on how he was presented, 8 00:00:48,777 --> 00:00:56,127 They needed an iconic image to convince the American electorate that he was their man, 9 00:00:56,297 --> 00:00:59,892 And that would mean exploiting the power of art, 10 00:01:03,337 --> 00:01:05,328 Although they didn't know it, 11 00:01:05,497 --> 00:01:10,366 the techniques that they turned to weren't of the modern day. 12 00:01:10,537 --> 00:01:16,726 The methods they would use had been invented thousands of years ago. 13 00:01:20,257 --> 00:01:27,937 The political power of art was discovered by kings and emperors in the ancient world, 14 00:01:28,097 --> 00:01:34,616 It was these leaders who first used imagery to manipulate their subjects, 15 00:01:36,577 --> 00:01:43,415 And today our modern politicians are exploiting those same visual strategies, 16 00:01:45,897 --> 00:01:53,247 This is the story of how those ancient leaders created techniques of visual persuasion 17 00:01:53,417 --> 00:01:58,172 so powerful they've still got a hold on us today. 18 00:02:39,617 --> 00:02:46,648 Inside Madison Square Garden, the delegates eagerly awaited the high point of the convention, 19 00:02:46,817 --> 00:02:48,808 the President's speech, 20 00:02:49,977 --> 00:02:54,812 His advisors knew they needed something memorable and dramatic, 21 00:02:55,577 --> 00:03:01,413 They decided to exploit the most potent political images of his presidency, 22 00:03:01,577 --> 00:03:04,887 his presence at Ground Zero, 23 00:03:06,337 --> 00:03:12,207 Among the ruins of the World Trade Centre, he'd looked strong and commanding, 24 00:03:12,377 --> 00:03:15,972 And yet he still appeared caring and warm, 25 00:03:16,137 --> 00:03:20,210 These were the pictures that defined his presidency, 26 00:03:23,657 --> 00:03:28,856 If his advisors could only tap into the power of these iconic images, 27 00:03:29,977 --> 00:03:32,696 they'd give their man a huge advantage, 28 00:03:39,817 --> 00:03:45,369 With just 12 hours to go, they ordered the original stage to be ripped out 29 00:03:45,537 --> 00:03:48,688 and a brand-new one built in its place, 30 00:03:49,977 --> 00:03:54,573 What they came up with was a modern masterpiece. 31 00:03:55,017 --> 00:03:57,008 (CHANTING) 32 00:03:58,977 --> 00:04:02,686 The President's team drew on a set of visual techniques 33 00:04:02,857 --> 00:04:06,247 that leaders had been using for thousands of years, 34 00:04:06,417 --> 00:04:08,408 (CHEERING) 35 00:04:15,257 --> 00:04:21,969 He walked to the stage alone, a commanding leader, confident and in control, 36 00:04:24,257 --> 00:04:29,331 The set was simple but dominated by the symbols of his power, 37 00:04:32,257 --> 00:04:37,809 He was raised slightly above the crowd, but still stood amongst them, 38 00:04:40,897 --> 00:04:45,766 And they ensured the cameras captured the conviction on his face, 39 00:04:48,817 --> 00:04:51,285 (CHANT: ''F0UR M0RE YEARS!'') 40 00:04:51,457 --> 00:04:54,255 The effect was electrifying, 41 00:04:54,417 --> 00:05:01,255 Here was a man who was strong but caring, a powerful leader, close to his people, 42 00:05:01,417 --> 00:05:04,329 The compassionate head of a family at war, 43 00:05:07,217 --> 00:05:11,051 (BUSH) Thank you all, (SPIVEY) His advisors had succeeded, 44 00:05:11,217 --> 00:05:16,450 The scene recreated those iconic images so familiar to every American, 45 00:05:16,897 --> 00:05:20,970 (BUSH) I can hear you, the rest of the world hears you, 46 00:05:21,137 --> 00:05:22,889 (SPIVEY) The strategy worked, 47 00:05:23,057 --> 00:05:29,405 George Bush shot ahead in the polls and he stayed ahead until the election was won, 48 00:05:30,377 --> 00:05:33,449 (CHANT: ''F0UR M0RE YEARS!'') 49 00:05:38,577 --> 00:05:40,647 But why did it work? 50 00:05:40,817 --> 00:05:47,973 How do politicians use images to persuade us, often without us even knowing it? 51 00:05:48,137 --> 00:05:55,213 The only way of understanding this is to uncover how these powerful visual techniques 52 00:05:55,377 --> 00:05:59,370 were invented by leaders thousands of years ago. 53 00:06:14,497 --> 00:06:19,890 There was a time when our ancestors lived in small communities, 54 00:06:20,057 --> 00:06:25,051 Leaders were the heads of families or clans, Everyone knew them, 55 00:06:28,057 --> 00:06:33,734 They had little need of any artistic devices to communicate their power, 56 00:06:51,737 --> 00:06:54,092 So, what happened? 57 00:06:54,257 --> 00:06:59,047 How did imagery come to be used as a political tool? 58 00:06:59,217 --> 00:07:05,656 It's a process that happens at different times in various parts of the world. 59 00:07:05,817 --> 00:07:08,889 But in one of those parts, Britain, 60 00:07:09,057 --> 00:07:15,371 archaeologists believe that they've recently hit upon the time and the place. 61 00:07:15,537 --> 00:07:23,171 It's new light on one of the country's oldest and best-known monuments, Stonehenge. 62 00:07:30,977 --> 00:07:34,856 This is the biggest prehistoric monument in Europe, 63 00:07:37,257 --> 00:07:42,536 Something extraordinary must have happened here for a structure of this size 64 00:07:42,697 --> 00:07:47,691 to be built by people living in small isolated communities, 65 00:07:49,417 --> 00:07:53,774 This was one of the great mysteries of the ancient world, 66 00:07:55,257 --> 00:08:00,126 Now, through our understanding of the persuasive power of art, 67 00:08:00,297 --> 00:08:03,494 we may have found an answer, 68 00:08:06,817 --> 00:08:12,210 It all began with the chance discovery of a burial site near Stonehenge, 69 00:08:14,817 --> 00:08:18,890 Archaeologists expected to find a Roman burial ground, 70 00:08:19,057 --> 00:08:21,617 common in this part of the world, 71 00:08:21,777 --> 00:08:26,214 What none of them knew at the time was that they had stumbled 72 00:08:26,377 --> 00:08:31,929 into one of the most momentous archaeological discoveries ever made in Britain, 73 00:08:32,097 --> 00:08:34,657 (NEWSPEAKER) We knew that the grave wasn't Roman 74 00:08:34,817 --> 00:08:38,571 because it had pottery that dates to the beginning of the Bronze Age, 75 00:08:38,737 --> 00:08:43,367 so it was almost 2,000 years older than the Roman graves; we had something very different. 76 00:08:43,537 --> 00:08:46,927 (SPIVEY) Andrew Fitzpatrick and his team 77 00:08:47,097 --> 00:08:52,933 had uncovered the skeleton of a man dating back nearly 4,500 years, 78 00:08:53,097 --> 00:08:56,533 And next to it, dozens of objects, 79 00:08:57,017 --> 00:09:03,252 It was the sheer scale of the find that suggested this was no ordinary grave, 80 00:09:03,417 --> 00:09:05,885 and no ordinary man, 81 00:09:06,577 --> 00:09:10,365 (DR FITZPATRICK) It's normal in a burial of this age to find just one or two objects, 82 00:09:10,537 --> 00:09:14,530 And we would have called a grave with maybe 10 things in it rich, 83 00:09:14,697 --> 00:09:20,169 but as the numbers mounted, it was clear that this grave was of exceptional importance, 84 00:09:20,337 --> 00:09:22,532 and as the numbers got to almost 100, 85 00:09:22,697 --> 00:09:27,213 we realised it was the richest grave not Just in Britain but in continental Europe as well. 86 00:09:29,057 --> 00:09:33,096 (SPIVEY) An examination of the objects revealed further surprises, 87 00:09:35,817 --> 00:09:39,730 There were a number of fine objects designed for personal display, 88 00:09:39,897 --> 00:09:42,286 like a stone belt buckle,,, 89 00:09:44,257 --> 00:09:49,536 ,,a wrist guard used by an archer and some tiny copper knives, 90 00:09:51,457 --> 00:09:55,291 In amongst all of these there was something very special - 91 00:09:55,457 --> 00:09:59,416 two identical pieces of gold, 92 00:10:04,057 --> 00:10:10,496 As they examined these more closely, they realised they were in fact ornaments, 93 00:10:10,657 --> 00:10:15,685 probably hair clasps, and both beautifully crafted, 94 00:10:17,337 --> 00:10:19,532 They may not look very much now, 95 00:10:19,697 --> 00:10:24,851 tiny, with Just a very simple pattern round the edge, 96 00:10:25,017 --> 00:10:31,331 but at the time when these were created and worn - that's nearly 4,500 years ago - 97 00:10:31,497 --> 00:10:34,489 these were probably the greatest treasures 98 00:10:34,657 --> 00:10:38,491 that anyone possessed in the British Isles. 99 00:10:41,257 --> 00:10:46,411 For the first time, gold had been melted and shaped 100 00:10:46,577 --> 00:10:50,013 and then transformed into an ornament, 101 00:10:50,177 --> 00:10:56,650 This was a new kind of art and the first of its kind in Britain, 102 00:11:00,657 --> 00:11:04,616 The big question then was whose was it? 103 00:11:09,337 --> 00:11:12,932 Archaeologists needed to examine the skeleton in more detail, 104 00:11:13,097 --> 00:11:18,649 and what they discovered was that this man was not from the Stonehenge area, 105 00:11:18,817 --> 00:11:21,570 he'd come from central Europe, 106 00:11:25,497 --> 00:11:30,252 He was a foreigner who'd made an epic journey to get to Britain, 107 00:11:31,817 --> 00:11:35,332 (DR FITZPATRICK) It's a journey without compare at this time, 108 00:11:37,057 --> 00:11:40,891 To cross the sea he would only have had a dug-out canoe or a coracle. 109 00:11:41,057 --> 00:11:43,048 It's a long and very dangerous Journey. 110 00:11:47,057 --> 00:11:51,050 (SPIVEY) How was it that a stranger from hundreds of miles away 111 00:11:51,217 --> 00:11:56,928 had come to be buried with all the trappings of a great and revered leader? 112 00:12:03,897 --> 00:12:06,172 He'd have been known as an exotic, important person. 113 00:12:06,337 --> 00:12:08,771 He had something that nobody else had 114 00:12:08,937 --> 00:12:14,330 and he had the skills to transform raw metal into these finished obJects. 115 00:12:14,497 --> 00:12:16,931 He had knowledge and he had power. 116 00:12:19,577 --> 00:12:27,211 (SPIVEY) It was the gold, so exquisite and rare, that had created the image of a leader, 117 00:12:27,977 --> 00:12:30,969 These would have been like the crown jewels, 118 00:12:31,137 --> 00:12:35,574 strictly reserved for a leader of great importance. 119 00:12:35,737 --> 00:12:38,649 Art fit for a king. 120 00:12:38,817 --> 00:12:43,971 Just imagine how he would once have appeared to his subJects. 121 00:12:48,897 --> 00:12:52,014 0ur king would have looked magnificent, 122 00:12:54,337 --> 00:12:56,453 Dressed in a splendid leather tunic, 123 00:12:56,617 --> 00:13:02,533 his body and face lit up by shiny metals never before seen, 124 00:13:06,257 --> 00:13:11,968 The people living around Stonehenge would have worn nothing but simple animal skins, 125 00:13:12,137 --> 00:13:16,494 This man's appearance alone must have mesmerised them, 126 00:13:28,497 --> 00:13:34,129 What this individual had discovered was something that we today take for granted: 127 00:13:34,297 --> 00:13:39,417 art as personal adornment enhances your status. 128 00:13:39,577 --> 00:13:42,410 It lifts you above your peers. 129 00:13:42,577 --> 00:13:45,933 0ur king was the first leader in Britain 130 00:13:46,097 --> 00:13:50,807 to exploit what would become a universal human trait. 131 00:13:58,257 --> 00:14:02,569 And it's something that leaders from the time of Stonehenge 132 00:14:02,737 --> 00:14:05,535 to the present day have exploited, 133 00:14:07,257 --> 00:14:11,250 The adornments of office enhance your power, 134 00:14:19,257 --> 00:14:26,891 This power of art may now finally explain how such a colossal monument came to be built, 135 00:14:27,257 --> 00:14:32,490 It must have taken a leader of great power to organise the hundreds of people 136 00:14:32,657 --> 00:14:35,217 needed for such an undertaking, 137 00:14:37,897 --> 00:14:43,893 0ur foreigner arrived with his gold around the time that Stonehenge was built, 138 00:14:46,657 --> 00:14:52,175 It's likely that it was he who organised its construction, 139 00:14:56,657 --> 00:15:04,416 What's more, he may well have intended Stonehenge as the ultimate symbol of his power, 140 00:15:09,657 --> 00:15:11,613 If our king did indeed build this, 141 00:15:11,777 --> 00:15:16,692 the most impressive prehistoric temple in Europe, 142 00:15:16,857 --> 00:15:22,056 then adornment had played a crucial role in his achievement. 143 00:15:22,217 --> 00:15:29,407 Art had become a political tool. It was the dawn of a new era. 144 00:15:33,977 --> 00:15:37,174 And it wasn't just in ancient Britain, 145 00:15:37,337 --> 00:15:41,694 In other parts of the world, from Egypt to Mesopotamia, 146 00:15:41,857 --> 00:15:45,736 leaders were also discovering the power of art, 147 00:15:52,817 --> 00:15:57,254 Kings competed to wear ever more dazzling adornments 148 00:15:57,417 --> 00:16:00,773 and to build ever more fabulous structures, 149 00:16:01,577 --> 00:16:06,173 The images had a magical effect on those who saw them, 150 00:16:11,657 --> 00:16:13,648 But there was a catch, 151 00:16:24,737 --> 00:16:27,092 Kingdoms were growing in size, 152 00:16:27,257 --> 00:16:34,049 But the bigger they became, the harder it was for leaders to communicate their power, 153 00:16:34,217 --> 00:16:37,448 Their new subjects simply couldn't see them, 154 00:16:41,817 --> 00:16:48,814 Around 500 BC, this problem was particularly acute for one king above all, 155 00:16:50,257 --> 00:16:56,412 He'd taken control of a kingdom so large, it was the world's first empire, 156 00:16:58,417 --> 00:17:06,176 He needed to find a new way to impose his power across all of this vast territory, 157 00:17:07,897 --> 00:17:11,651 He was Darius the Great, the king of the Persians. 158 00:17:11,817 --> 00:17:15,207 His capital was Persepolis. 159 00:17:25,897 --> 00:17:31,369 Persepolis is in Iran, one of the wonders of the ancient world, 160 00:17:36,737 --> 00:17:43,006 2,500 years ago, it stood at the heart of Darius's vast empire, 161 00:17:43,177 --> 00:17:45,896 an empire that stretched thousands of miles, 162 00:17:46,057 --> 00:17:50,255 from the Mediterranean in the west to India in the east, 163 00:17:53,657 --> 00:18:00,210 From here, Darius ruled over millions of people, across more than 20 nations, 164 00:18:04,497 --> 00:18:10,208 He carved the names of the most far-flung nations on a block of solid gold, 165 00:18:10,377 --> 00:18:14,006 and buried it under Persepolis for posterity, 166 00:18:15,137 --> 00:18:19,972 But how could he rule over so many diverse peoples? 167 00:18:20,657 --> 00:18:23,490 Darius came up with a plan, 168 00:18:23,657 --> 00:18:29,892 a new kind of political leadership, which he outlined in a series of inscriptions, 169 00:18:30,057 --> 00:18:32,969 Their message was radical, 170 00:18:33,137 --> 00:18:39,007 Rather than war and brutality, Darius offered peace and co-operation, 171 00:18:42,977 --> 00:18:47,653 ''In a war between two nations, I intervene to protect the weak, 172 00:18:47,817 --> 00:18:51,890 ''I am justice and have been asked by God to promote happiness, '' 173 00:18:54,977 --> 00:18:57,332 It's visionary stuff. 174 00:18:57,497 --> 00:19:03,094 The challenge to Darius however was how to communicate this to everyone else. 175 00:19:03,257 --> 00:19:07,250 His empire was one in which very few people could read. 176 00:19:07,417 --> 00:19:10,966 Also one in which there were dozens of different languages. 177 00:19:11,137 --> 00:19:13,890 So how was he going to spread the word? 178 00:19:20,057 --> 00:19:26,530 Darius's brainwave was the beginning of nothing less than an artistic revolution, 179 00:19:27,657 --> 00:19:32,936 The walls of Persepolis are covered with awe-inspiring images, 180 00:19:33,097 --> 00:19:35,691 But there was something unusual about them, 181 00:19:37,497 --> 00:19:42,173 These stone reliefs are not just from one artistic style, 182 00:19:42,337 --> 00:19:46,410 but combined elements from all over the empire, 183 00:19:51,897 --> 00:19:57,096 The most spectacular reliefs of all are those decorating the staircase 184 00:19:57,257 --> 00:20:00,135 that leads to the great hall of Darius. 185 00:20:00,297 --> 00:20:06,133 0nce a year, Darius would invite ambassadors from every nation within his empire 186 00:20:06,297 --> 00:20:07,855 to Join him here, 187 00:20:08,017 --> 00:20:12,852 and as they arrived, all the ambassadors would pass up this staircase 188 00:20:13,017 --> 00:20:15,008 to their audience with the king. 189 00:20:15,177 --> 00:20:21,286 So this was their approach to one of the most imposing monuments in the ancient world. 190 00:20:28,657 --> 00:20:32,252 The ambassadors' eyes would have been drawn to these figures - 191 00:20:32,417 --> 00:20:35,807 the conquered peoples of the empire, 192 00:20:37,257 --> 00:20:42,968 All are shown in their national costumes, bringing tributes to the king, 193 00:20:47,657 --> 00:20:53,573 No scenes of war and retribution, they're happy to honour Darius, 194 00:20:55,257 --> 00:21:00,047 Darius had found an inspired solution to his problem,,, 195 00:21:01,417 --> 00:21:06,650 ,,a way of communicating his political vision through art, 196 00:21:06,817 --> 00:21:10,776 the international language of images, 197 00:21:15,257 --> 00:21:18,454 The ambassadors would have left here and travelled home 198 00:21:18,617 --> 00:21:21,609 with one message clearly etched in their mind - 199 00:21:21,777 --> 00:21:25,213 that King Darius valued and respected them. 200 00:21:25,377 --> 00:21:29,450 A new benevolent political era had dawned. 201 00:21:42,257 --> 00:21:44,930 The ambassadors would have grasped Darius's message, 202 00:21:45,097 --> 00:21:50,649 but of course there were still millions of ordinary subjects across his empire 203 00:21:50,817 --> 00:21:55,368 who would never glimpse the vision of peace and prosperity inside the palace, 204 00:21:57,137 --> 00:22:00,254 So how could he communicate this message to them? 205 00:22:00,417 --> 00:22:04,695 0nce again, Darius found his solution in art, 206 00:22:12,417 --> 00:22:16,854 Towering above the desert, just off the main highway to Persepolis, 207 00:22:17,017 --> 00:22:20,214 is a huge political billboard, 208 00:22:21,737 --> 00:22:28,256 Carved on it, for all the passers-by to see, is Darius's vision of his new leadership style, 209 00:22:32,497 --> 00:22:38,891 It looks very impressive, but it's rather weathered now, not easy to make out the details. 210 00:22:39,057 --> 00:22:40,854 Let's get closer. 211 00:22:42,497 --> 00:22:45,375 (GENERAL INSTRUCTI0NS IN 0WN LANGUAGE) 212 00:22:45,537 --> 00:22:49,132 (SPIVEY) All right, I got it. Yeah. 213 00:22:54,937 --> 00:22:57,405 (INSTRUCTI0NS C0NTINUE) 214 00:23:08,737 --> 00:23:15,449 That's better... 200 feet above the desert, face to face with the tomb of Darius. 215 00:23:17,337 --> 00:23:21,774 There's a lengthy inscription describing his benevolent rule, 216 00:23:21,937 --> 00:23:27,569 But it's the depiction of Darius himself that's so intriguing, 217 00:23:29,057 --> 00:23:31,332 There's one thing you can see from up here 218 00:23:31,497 --> 00:23:34,295 which you Just couldn't spot from down below. 219 00:23:34,457 --> 00:23:37,972 It's that Darius is carrying a bow. 220 00:23:40,417 --> 00:23:44,888 The bowman would have been an image familiar to all Persians, 221 00:23:45,817 --> 00:23:48,536 They'd have known precisely what it meant, 222 00:23:48,697 --> 00:23:53,168 which is why Darius chose it as the symbol of his kingship, 223 00:24:03,817 --> 00:24:08,686 To the Persians, the archer was symbolic not Just of military prowess 224 00:24:08,857 --> 00:24:11,451 but of wisdom...leadership. 225 00:24:11,617 --> 00:24:15,496 The good archer had a sense of balance and control, 226 00:24:15,657 --> 00:24:21,254 qualities that were central to the concept of kingship developed by Darius. 227 00:24:22,577 --> 00:24:29,096 ''Darius the archer'', there you have it, the first-ever political logo. 228 00:24:29,257 --> 00:24:34,854 And having invented the political logo, Darius went one better, 229 00:24:35,017 --> 00:24:39,488 He discovered a new way to communicate it to his subjects, 230 00:24:46,337 --> 00:24:50,649 Leaders throughout history would profit from his genius, 231 00:25:14,817 --> 00:25:18,526 Darius had unified a disparate empire, 232 00:25:18,697 --> 00:25:21,928 one of the world's great civilisations, 233 00:25:29,577 --> 00:25:36,813 For 150 years after his death, his successors continued to use his logo 234 00:25:36,977 --> 00:25:39,855 and to build on his achievements, 235 00:25:44,657 --> 00:25:47,296 But it was destined not to last, 236 00:25:47,457 --> 00:25:53,407 because someone on the western fringes of the empire had his sights on Persepolis. 237 00:25:53,577 --> 00:25:57,013 He was...Alexander the Great. 238 00:25:58,977 --> 00:26:02,492 Alexander was a brilliant military strategist, 239 00:26:02,657 --> 00:26:09,256 In just a few short years, he defeated the Persian armies and captured the city, 240 00:26:10,657 --> 00:26:13,967 But that was just the start of his ambitions, 241 00:26:14,737 --> 00:26:18,525 Alexander wanted much more than to simply conquer, 242 00:26:18,697 --> 00:26:22,929 He needed a way of uniting the Persian Empire behind him, 243 00:26:26,577 --> 00:26:33,415 But how, as a foreign invader, would he ever win the hearts and minds of his new subjects? 244 00:26:33,577 --> 00:26:39,447 Alexander understood the power of the visual techniques used by Darius, 245 00:26:39,617 --> 00:26:44,133 But he had to come up with an image all of his own, 246 00:26:51,737 --> 00:26:56,015 Archaeologists had always known how Alexander had won the war, 247 00:26:57,137 --> 00:27:02,086 But what still remained a mystery was how he had planned to win the peace, 248 00:27:03,737 --> 00:27:05,853 Where did his image come from, 249 00:27:06,017 --> 00:27:09,851 the image he would use to win hearts and minds, 250 00:27:12,417 --> 00:27:17,696 The obvious place to start the search was where he had planned his campaign, 251 00:27:17,857 --> 00:27:20,815 his homeland, Macedonia, 252 00:27:23,257 --> 00:27:29,207 Macedonia is now part of modern Greece, but back in the 4th century BC 253 00:27:29,377 --> 00:27:33,655 it was an independent kingdom with a warlike reputation, 254 00:27:39,337 --> 00:27:44,127 The problem for the archaeologists was that little remained of Alexander's palaces, 255 00:27:44,297 --> 00:27:47,095 They'd already been destroyed, 256 00:27:50,657 --> 00:27:54,206 So they turned to the royal tombs underground, 257 00:27:57,257 --> 00:28:01,011 Here again it was a similar story of destruction, 258 00:28:03,257 --> 00:28:09,287 Tomb after tomb was discovered, but each one had already been ransacked by raiders. 259 00:28:09,457 --> 00:28:17,649 Then, in 1978, a team of Greek archaeologists at last found one that was intact. 260 00:28:17,817 --> 00:28:22,254 It was one of the great archaeological discoveries of our time. 261 00:28:31,977 --> 00:28:36,414 They came across a tunnel leading deep underground, 262 00:28:38,977 --> 00:28:42,652 It revealed the face of a tomb,,,still intact, 263 00:28:47,377 --> 00:28:50,528 (TRANSLATI0N) The moment the tomb opened it was like a dream. 264 00:28:50,697 --> 00:28:56,055 I had no idea of the significance of our discovery. It was Just a miracle. 265 00:29:06,057 --> 00:29:11,848 They had discovered the secret tomb of Philip of Macedon, Alexander's father. 266 00:29:12,017 --> 00:29:17,330 Its walls were still covered with the traces of magnificent paintings, 267 00:29:17,497 --> 00:29:19,408 And what awaited them inside 268 00:29:19,577 --> 00:29:22,216 was a huge treasure trove. 269 00:29:30,817 --> 00:29:37,211 The centrepiece was a gold sarcophagus with the symbol of the Macedonian king, 270 00:29:42,257 --> 00:29:45,010 (DR K0TTARIDI SPEAKS GREEK) 271 00:29:45,177 --> 00:29:50,570 (TRANSLATI0N) He was surrounded by incredible riches, the riches of a king, 272 00:29:50,737 --> 00:29:54,207 They showed he was a man of exquisite taste. 273 00:29:54,377 --> 00:30:00,088 These are really the most beautiful obJects of their kind we have ever discovered. 274 00:30:07,057 --> 00:30:09,048 (SPIVEY) These were rich trappings 275 00:30:09,217 --> 00:30:12,732 but perhaps what you'd expect from a great dynasty. 276 00:30:12,897 --> 00:30:19,086 Lots of gold, but what light did it shed upon the secrets of Alexander's success? 277 00:30:19,257 --> 00:30:23,853 Well, then, amid the dust and debris on the tomb floor, 278 00:30:24,017 --> 00:30:30,047 the archaeologists picked up something which at first sight looked rather inconspicuous. 279 00:30:34,657 --> 00:30:38,366 It was a delicately crafted ivory carving, 280 00:30:38,537 --> 00:30:41,893 As they dug deeper, they found more, 281 00:30:51,497 --> 00:30:56,013 They were tiny fragments, most less than an inch long, 282 00:30:56,977 --> 00:31:00,128 Pieced together, they formed a hunting scene, 283 00:31:01,257 --> 00:31:06,934 As they examined them more closely, one of the faces stood out, 284 00:31:09,057 --> 00:31:15,053 This was the face that would appear on busts and paintings for hundreds of years 285 00:31:15,217 --> 00:31:17,651 throughout the Mediterranean, 286 00:31:19,257 --> 00:31:21,851 (DR K0TTARIDI SPEAKS GREEK) 287 00:31:23,177 --> 00:31:28,251 (TRANSLATI0N) Suddenly a face emerged of someone we recognised. 288 00:31:28,417 --> 00:31:30,726 It was the face of a real person. 289 00:31:30,897 --> 00:31:36,130 We had discovered the image of the man who was at the centre of ultimate power, 290 00:31:38,817 --> 00:31:43,174 (SPIVEY) They were looking at the face of Alexander the Great, 291 00:31:45,137 --> 00:31:48,049 This was the earliest image of him ever discovered, 292 00:31:50,417 --> 00:31:55,207 It was also the first lifelike representation of a king, 293 00:31:55,377 --> 00:32:02,852 Until now, kings had been portrayed by characterless depictions created to a formula, 294 00:32:06,497 --> 00:32:11,491 But this marked the moment of another artistic revolution - 295 00:32:11,657 --> 00:32:14,854 the birth of the political portrait, 296 00:32:18,777 --> 00:32:21,655 (SPEAKING GREEK) 297 00:32:21,817 --> 00:32:27,653 (TRANSLATI0N) As a portrait, it really captures his political power and strength. 298 00:32:27,817 --> 00:32:33,130 It marks the very moment a new artistic ideal was born. 299 00:32:43,657 --> 00:32:45,773 (SPIVEY) But the most significant aspect 300 00:32:45,937 --> 00:32:50,294 of this little ivory head was when it was made. 301 00:32:50,457 --> 00:32:53,335 It was placed in this tomb. 302 00:32:53,497 --> 00:33:00,016 That means it was made before Philip died and before Alexander became king. 303 00:33:00,177 --> 00:33:04,329 In other words, archaeologists realised for the first time 304 00:33:04,497 --> 00:33:08,046 that Alexander's image had been designed for him 305 00:33:08,217 --> 00:33:12,130 before he fought a single battle against the Persians. 306 00:33:12,297 --> 00:33:18,770 Between them, Philip and Alexander had already come up with a winning image, 307 00:33:18,937 --> 00:33:21,656 an image to take on the world. 308 00:33:24,737 --> 00:33:29,970 But how exactly would Alexander exploit the power of this image 309 00:33:30,137 --> 00:33:35,336 and portray himself as a leader strong enough to unite an empire? 310 00:33:40,897 --> 00:33:46,733 The answer to that was found buried under tons of lava at the foot of a volcano, 311 00:33:46,897 --> 00:33:52,290 the volcano that buried the Roman town of Pompeii - Mount Vesuvius, 312 00:33:56,257 --> 00:34:00,967 The Romans loved Greek art, and in one of the villas in Pompeii 313 00:34:01,137 --> 00:34:07,849 was a mosaic, the copy of an original Macedonian painting from Alexander's time, 314 00:34:09,737 --> 00:34:13,491 It's now in the Archaeological Museum at Naples, 315 00:34:17,257 --> 00:34:24,572 The mosaic depicts a famous battle in which Alexander finally defeated the Persian armies, 316 00:34:26,257 --> 00:34:27,815 This is Alexander, 317 00:34:27,977 --> 00:34:31,253 charging full tilt into the thick of the battle. 318 00:34:31,417 --> 00:34:36,696 His eyes are fixed on his mortal enemy, the Persian king. 319 00:34:40,937 --> 00:34:46,614 Alexander is shown in the heat of action, leading his troops, spear in hand, 320 00:34:46,777 --> 00:34:53,216 He wears no helmet, his hair flying back, a fearless hero leading from the front, 321 00:34:58,137 --> 00:35:04,087 The impact of this image is even greater when you look across to the other side of the mosaic, 322 00:35:07,257 --> 00:35:13,776 Look at the face of the great Persian king - it's a study of panic and fear, 323 00:35:13,937 --> 00:35:16,576 He can't get away quick enough. 324 00:35:16,737 --> 00:35:23,176 The whole of this political poster offers us a clear choice. 325 00:35:23,337 --> 00:35:26,966 Do you go for the brave heart or the coward? 326 00:35:27,137 --> 00:35:29,651 The hero or the villain? 327 00:35:29,817 --> 00:35:36,734 It's a collision of values in which Alexander is predestined for victory. 328 00:35:40,657 --> 00:35:46,334 Alexander had discovered he could use his portrait to persuade his new subjects 329 00:35:46,497 --> 00:35:48,727 that he was invincible, 330 00:35:49,737 --> 00:35:54,333 It was an image to inspire admiration and respect, 331 00:35:54,497 --> 00:36:01,767 Here was a man who could unite the empire and was worthy of replacing the king of Persia, 332 00:36:12,257 --> 00:36:15,727 While Darius had discovered the power of the logo, 333 00:36:15,897 --> 00:36:21,654 Alexander had gone one better and replaced this image with that of the face, 334 00:36:26,337 --> 00:36:32,685 No king before him had exploited a charismatic portrait of his face in that way, 335 00:36:38,497 --> 00:36:42,536 Today, the power of the human face may seem obvious, 336 00:36:44,977 --> 00:36:47,855 How can it be such a powerful tool 337 00:36:48,017 --> 00:36:50,247 in the hands of politicians? 338 00:36:50,417 --> 00:36:53,887 For the answer, we have to turn to modern science. 339 00:36:59,097 --> 00:37:02,976 We asked a psychologist to design an experiment 340 00:37:03,137 --> 00:37:08,814 to test which is the more effective image - the logo or the face? 341 00:37:11,257 --> 00:37:14,852 What he came up with was an election, 342 00:37:16,337 --> 00:37:20,967 He began by inventing two different political candidates, 343 00:37:25,137 --> 00:37:28,413 0ne was publicised using my face, 344 00:37:30,417 --> 00:37:35,366 The other, fictional candidate, was publicised using a logo, 345 00:37:38,137 --> 00:37:41,095 Both had identical manifestos, 346 00:37:41,257 --> 00:37:44,727 Their message, ''Art's for all'', 347 00:37:45,777 --> 00:37:50,771 The question now was would the face or the logo have more appeal? 348 00:37:53,337 --> 00:37:56,295 (GIRL) Will you vote for him? 349 00:37:56,457 --> 00:37:59,574 (ELECTI0NEERING C0NTINUES) 350 00:38:01,897 --> 00:38:08,416 Promoters of these two images then descended on the students of Imperial College, London, 351 00:38:08,577 --> 00:38:10,169 (GIRL) Vote Bowman! 352 00:38:10,337 --> 00:38:12,567 - He's for all. - Vote for us. 353 00:38:12,737 --> 00:38:16,935 (GIRL) We have someone who will make art accessible to everyone. 354 00:38:17,097 --> 00:38:19,406 That's what Nigel is about, making art for everyone. 355 00:38:20,337 --> 00:38:24,125 (SPIVEY) At the end of the campaign, the vote was held, 356 00:38:28,817 --> 00:38:33,413 Identical candidates,,, Identical manifestos, 357 00:38:37,737 --> 00:38:42,288 Distinguished only by their two very different images, 358 00:38:43,737 --> 00:38:47,650 Which would win? The face,,,or the logo? 359 00:38:50,337 --> 00:38:51,736 (M0UTHING) 360 00:38:53,737 --> 00:39:00,734 0f the 100 voters, 40 opted for the logo but 60 went for the face, 361 00:39:05,577 --> 00:39:10,810 The experiment confirms what Alexander had instinctively understood, 362 00:39:10,977 --> 00:39:16,609 Humans have evolved to be influenced by what they see in a face, 363 00:39:20,577 --> 00:39:26,573 So effective was his discovery that throughout his rule he continued to refine it, 364 00:39:26,737 --> 00:39:32,050 Hundreds of statues were made of his heroic physical presence, 365 00:39:39,657 --> 00:39:42,569 Alexander may have had the perfect image, 366 00:39:42,737 --> 00:39:48,369 but it was useless unless he could get it circulated to the people who mattered most, 367 00:39:48,537 --> 00:39:50,767 his new subjects, 368 00:39:55,497 --> 00:39:57,647 Today, we take it for granted 369 00:39:57,817 --> 00:40:01,014 Just how easy it is to distribute an image. 370 00:40:06,057 --> 00:40:08,571 At the press of a button you can send a picture 371 00:40:08,737 --> 00:40:12,127 to vast numbers of people almost anywhere in the world. 372 00:40:18,417 --> 00:40:22,456 But for Alexander, things weren't so simple. 373 00:40:22,617 --> 00:40:29,409 He needed to find a way of giving his subJects a daily reminder of who was in charge. 374 00:40:30,257 --> 00:40:36,969 His solution was, quite literally, to put his face in the palm of their hands. 375 00:40:40,417 --> 00:40:45,332 This is what he came up with - a face on a coin. 376 00:40:45,497 --> 00:40:51,686 He established 30 mints, producing thousands of these throughout his empire. 377 00:40:51,857 --> 00:40:55,896 0n each one, it had a head closely resembling his own. 378 00:40:59,897 --> 00:41:05,574 Alexander had found a powerful way to spread his image throughout the empire, 379 00:41:06,577 --> 00:41:12,129 For generations, Alexander's successors would produce coins with his face on them, 380 00:41:12,297 --> 00:41:17,166 Any association with Alexander would also give them authority, 381 00:41:21,417 --> 00:41:26,650 It was a brilliant idea and one which leaders ever since have used 382 00:41:26,817 --> 00:41:31,288 as a daily reminder to us all of who's in charge, 383 00:41:38,417 --> 00:41:45,892 And, of course, the power of the human face continues to shape our political landscape 384 00:41:46,057 --> 00:41:47,775 today, 385 00:41:47,937 --> 00:41:49,928 (CHEERING) 386 00:41:51,977 --> 00:41:53,968 (CLAPPING) 387 00:41:56,977 --> 00:41:58,968 (CHEERING) 388 00:42:02,337 --> 00:42:06,774 By Alexander's time, leaders in the ancient world understood 389 00:42:06,937 --> 00:42:12,569 just how susceptible the human mind was to the persuasive power of art, 390 00:42:12,737 --> 00:42:17,527 And they'd used images to promote themselves and their message, 391 00:42:20,897 --> 00:42:25,448 But there's a more ruthless type of leader in the modern world 392 00:42:25,617 --> 00:42:29,895 who aims to wield the power of images in another way. 393 00:42:30,057 --> 00:42:34,926 It's something more ambitious than Just self-promotion, 394 00:42:35,097 --> 00:42:39,295 something far darker, much more sinister. 395 00:42:45,897 --> 00:42:51,574 It's the power to persuade us to think what they want us to think, 396 00:42:51,737 --> 00:42:54,535 and to see things the way they do, 397 00:43:01,897 --> 00:43:04,889 And even to deceive us, 398 00:43:07,137 --> 00:43:10,493 So how did art go from being a tool of political promotion 399 00:43:10,657 --> 00:43:14,650 to being an instrument of mass deception? 400 00:43:14,817 --> 00:43:21,370 To find out, we need to discover Just how and why imagery was first used 401 00:43:21,537 --> 00:43:24,256 to tell a political lie. 402 00:43:34,497 --> 00:43:38,046 That weapon was invented here, in Rome, 403 00:43:41,457 --> 00:43:46,690 40 years before the birth of Christ, ancient Rome was on the point of collapse, 404 00:43:46,857 --> 00:43:51,009 For decades a civil war had divided the city, 405 00:43:52,257 --> 00:43:57,251 And the city was split not just politically but culturally too, 406 00:43:58,337 --> 00:44:03,457 A split that manifested itself even in people's appearance, 407 00:44:07,737 --> 00:44:10,729 It seems hard to imagine today... 408 00:44:11,977 --> 00:44:15,970 but it was as if you could tell everyone's political allegiance... 409 00:44:17,657 --> 00:44:21,286 simply by seeing how they were dressed. 410 00:44:21,817 --> 00:44:24,809 (FEMALE SINGING ITALIAN 0PERA) 411 00:44:26,577 --> 00:44:30,809 It would be as if, today, Rome were divided into two camps, 412 00:44:31,057 --> 00:44:34,766 each with their own distinctive uniforms, 413 00:44:37,977 --> 00:44:43,210 Suppose one group dressed in an old-fashioned and conservative way, 414 00:44:43,377 --> 00:44:46,494 They were the republicans, 415 00:44:46,657 --> 00:44:51,094 They believed that the great traditional Roman families should rule Rome 416 00:44:51,257 --> 00:44:53,612 as they had for centuries, 417 00:44:53,777 --> 00:44:58,248 They dressed in traditional or austere clothes, 418 00:44:58,417 --> 00:45:01,011 (INAUDIBLE) 419 00:45:05,897 --> 00:45:10,652 And suppose the other group were more like today's trendies, 420 00:45:10,817 --> 00:45:14,446 Although it seems strange, this group were monarchists, 421 00:45:14,617 --> 00:45:20,886 They wanted to replace the traditional families with a powerful and ostentatious king, 422 00:45:21,057 --> 00:45:26,575 They wore more flamboyant clothes to parade these exotic sympathies, 423 00:45:26,737 --> 00:45:29,535 (CHATTER AND UP-BEATMUSIC) 424 00:45:29,697 --> 00:45:32,973 (0PERATIC SINGING) 425 00:45:33,137 --> 00:45:38,973 These two groups were locked in a struggle for the control of ancient Rome, 426 00:45:39,137 --> 00:45:41,935 Neither side was prepared to compromise, 427 00:45:42,097 --> 00:45:47,012 It looked like the two tribes would be forever divided, 428 00:45:48,257 --> 00:45:52,330 That was, until a new contender appeared on the scene. 429 00:45:52,497 --> 00:45:57,617 He was young and had no great political or military experience. 430 00:45:57,777 --> 00:46:03,454 But he was wise to the political potential of images. 431 00:46:03,617 --> 00:46:10,409 He would unite Rome, not by the force of an army, but by the power of art. 432 00:46:10,577 --> 00:46:16,527 His name, 0ctavian... or as he would become known, Augustus. 433 00:46:18,257 --> 00:46:21,294 Augustus came from the monarchist camp, 434 00:46:21,457 --> 00:46:28,454 Although half of Rome supported him, the republicans remained deeply suspicious, 435 00:46:28,617 --> 00:46:32,974 To win them over, Augustus needed to persuade the republicans 436 00:46:33,137 --> 00:46:37,767 he posed no threat to the power of the traditional families, 437 00:46:40,817 --> 00:46:42,296 He had a problem, 438 00:46:43,817 --> 00:46:45,455 This was his image - 439 00:46:45,617 --> 00:46:49,212 the typical trendy, big-haired look that the monarchists favoured 440 00:46:49,377 --> 00:46:51,527 and the republicans hated, 441 00:46:53,737 --> 00:46:58,367 To get their support, Augustus would need to reinvent himself, 442 00:47:02,257 --> 00:47:05,886 This is what his artists and sculptors came up with, 443 00:47:07,137 --> 00:47:13,895 Something far more humble, Hair flattened, the face more gentle and mature, 444 00:47:14,057 --> 00:47:17,606 All a lot less threatening, 445 00:47:22,897 --> 00:47:26,970 This was the look Augustus finally approved. 446 00:47:27,137 --> 00:47:31,415 Frowning, serious, humble. A man of the people. 447 00:47:31,577 --> 00:47:36,128 A look that was calculated not to antagonise the republicans. 448 00:47:36,297 --> 00:47:41,417 And having created this image, Augustus had it copied. 449 00:47:41,577 --> 00:47:46,367 Hundreds and hundreds of copies went out all around the empire. 450 00:47:54,257 --> 00:47:56,771 His strategy began to work, 451 00:47:56,937 --> 00:48:01,727 The empire prospered and with it his own power and fame, 452 00:48:05,257 --> 00:48:08,852 But Rome itself remained tense, 453 00:48:09,017 --> 00:48:11,406 The republicans were still suspicious 454 00:48:11,577 --> 00:48:15,889 that he was accumulating power for his own personal ends, 455 00:48:16,057 --> 00:48:21,529 They believed he had plans to sweep the traditional ruling families aside 456 00:48:21,697 --> 00:48:24,609 and grab all the power for himself, 457 00:48:28,817 --> 00:48:31,650 Augustus feared assassination, 458 00:48:31,817 --> 00:48:36,015 To win over his enemies, he needed to come up with an image 459 00:48:36,177 --> 00:48:40,170 that would persuade the republicans, once and for all, 460 00:48:46,897 --> 00:48:49,889 This is the Vatican City. 461 00:48:50,057 --> 00:48:53,572 Not only the centre of the Catholic Church 462 00:48:53,737 --> 00:49:00,529 but also home to one of the greatest collections of Roman art anywhere in the world. 463 00:49:00,697 --> 00:49:06,169 Within that collection, one piece is outstanding, 464 00:49:06,337 --> 00:49:13,652 as the most complete example of how Augustus used art as a political tool. 465 00:49:14,737 --> 00:49:18,013 It was a very subtle work of art, 466 00:49:18,177 --> 00:49:22,170 something which would eventually bring peace to Rome, 467 00:49:22,977 --> 00:49:27,528 But its success would have sinister consequences, 468 00:49:38,897 --> 00:49:41,286 And here he is. 469 00:49:41,457 --> 00:49:45,211 I think, even if you knew nothing about Augustus, 470 00:49:45,377 --> 00:49:51,373 you'd instinctively recognise this as a powerful image of authority. 471 00:50:03,817 --> 00:50:08,732 It's this image that would finally win over the republicans, 472 00:50:09,497 --> 00:50:13,490 Here, Augustus meets their fears head on, 473 00:50:14,497 --> 00:50:20,447 While it shows him as a powerful general, there's much more to it than that, 474 00:50:35,817 --> 00:50:38,809 Although he's wearing a military breastplate, 475 00:50:38,977 --> 00:50:43,289 there's no actual suggestion that he's ready for action, 476 00:50:50,257 --> 00:50:53,055 If this were just a military statue, 477 00:50:53,217 --> 00:50:56,971 the outstretched arm would be brandishing a spear, 478 00:50:57,137 --> 00:51:02,370 But here it's more like a gesture of statesman-like command, 479 00:51:06,817 --> 00:51:12,813 You'd expect military boots on the feet, but here they're bare, 480 00:51:12,977 --> 00:51:16,686 More like a sign of humility than power, 481 00:51:24,297 --> 00:51:29,815 This is the ultimate in political art - something in it for everyone, 482 00:51:29,977 --> 00:51:32,571 whatever the political persuasion, 483 00:51:32,737 --> 00:51:39,734 With this statue, Augustus found a way of making military power attractive 484 00:51:39,897 --> 00:51:43,446 to those who feared it most, the republicans. 485 00:51:43,617 --> 00:51:45,926 But that wasn't all. 486 00:51:46,097 --> 00:51:48,930 Emblazoned across the centre of his breastplate 487 00:51:49,097 --> 00:51:52,851 was a scene that was designed to quell any lingering doubts. 488 00:52:01,417 --> 00:52:03,692 The images are of Augustus 489 00:52:03,857 --> 00:52:09,454 accepting the surrender of Rome's sworn enemy, the Parthians, 490 00:52:09,617 --> 00:52:12,370 It was his greatest triumph, 491 00:52:12,537 --> 00:52:16,212 And the gods are shown looking on with approval, 492 00:52:20,377 --> 00:52:26,054 The message is clear - Augustus was simply fulfilling the will of the gods, 493 00:52:31,257 --> 00:52:35,933 Now the war that divided Rome was over, 494 00:52:40,177 --> 00:52:42,975 The statue offers emphatic reassurance. 495 00:52:43,137 --> 00:52:47,096 Augustus is strong but he's not threatening. 496 00:52:47,257 --> 00:52:52,251 He's the leader who guarantees his people a new golden age. 497 00:52:52,417 --> 00:52:57,411 It's the pax Augusta, the Augustan peace. 498 00:52:57,577 --> 00:53:00,569 And even the gods approved. 499 00:53:07,337 --> 00:53:11,012 Augustus had achieved his greatest ambition, 500 00:53:11,177 --> 00:53:14,613 He'd unified the two camps of Rome, 501 00:53:15,977 --> 00:53:20,050 And he'd done it using the power of art, 502 00:53:34,977 --> 00:53:38,731 0ne story tells how, as an old man in his seventies, 503 00:53:38,897 --> 00:53:45,211 Augustus took a boat Journey out of Rome. It was to be the last trip of his life. 504 00:53:45,377 --> 00:53:48,972 0n his way he was spotted by a group of foreign traders, 505 00:53:49,137 --> 00:53:53,733 who spontaneously burst into applause and cheered their leader. 506 00:53:53,897 --> 00:54:00,814 They shouted out that it was to him they owed their lives, their freedom and prosperity. 507 00:54:00,977 --> 00:54:04,049 Augustus was overwhelmed. 508 00:54:04,217 --> 00:54:08,608 To him it came like final proof that he'd succeeded. 509 00:54:08,777 --> 00:54:13,976 He was the unifier of Rome and the saviour of his people. 510 00:54:26,737 --> 00:54:32,130 Augustus was the hero sent by the gods to save Rome, 511 00:54:32,297 --> 00:54:36,893 It did seem like the beginning of a new golden age, 512 00:54:53,577 --> 00:54:59,732 But all of this was built on a lie. The people had been duped. 513 00:55:01,257 --> 00:55:08,095 While portraying himself as a peacemaker, Augustus was eradicating all opposition, 514 00:55:11,497 --> 00:55:17,208 While preaching humility, he and his family lived and behaved like corrupt royalty, 515 00:55:18,137 --> 00:55:23,416 And while boasting that he was handing back power to the people, 516 00:55:23,577 --> 00:55:26,808 Augustus was a king in all but name, 517 00:55:27,817 --> 00:55:35,497 In reality, he had founded a system of dictatorship that would last for 400 years, 518 00:55:40,737 --> 00:55:46,209 Augustus had used images to manipulate people into believing one thing 519 00:55:46,377 --> 00:55:50,052 when in fact the very opposite was true. 520 00:55:50,217 --> 00:55:55,689 He discovered how to use art to tell a political lie. 521 00:55:55,857 --> 00:56:01,693 It was a technique that would be embraced by dictators down the ages. 522 00:56:05,657 --> 00:56:09,445 They too would turn to art to deceive their people, 523 00:56:14,657 --> 00:56:18,536 Through art they would persuade their people to hate, 524 00:56:18,697 --> 00:56:23,009 to turn on their foreign enemies and even on their own neighbours, 525 00:56:28,577 --> 00:56:35,369 And worse,,,to persuade them to believe that some people were less than human, 526 00:56:45,817 --> 00:56:50,095 0ver thousands of years, leaders in the ancient world 527 00:56:50,257 --> 00:56:53,772 discovered the extraordinary power of art to persuade, 528 00:56:55,897 --> 00:57:01,529 They realised its potential to promote themselves and their ideas, 529 00:57:04,257 --> 00:57:09,695 And with Augustus they learned to exploit art for more sinister purposes, 530 00:57:12,497 --> 00:57:15,807 Today's politicians are using techniques 531 00:57:15,977 --> 00:57:21,370 very similar to those invented by leaders thousands of years ago. 532 00:57:21,537 --> 00:57:26,486 Both exploit the same universal human traits. 533 00:57:27,497 --> 00:57:35,495 The leaders of the past used paint and marble, and today's politicians digital technology. 534 00:57:35,657 --> 00:57:41,175 We humans remain as vulnerable now as we ever were 535 00:57:41,337 --> 00:57:44,329 to the persuasive power of art.