The Nazi regime used the rallies as a form of political "event marketing" to pursue key social aims. The rally was designed to stage the consensus between the "national community" and the "Führer". The Nazi idea of the national community was based on the radical exclusion of ideologically defined population groups.

In the picture, these two elements, inclusion and exclusion, are combined in a single motif: "One people, one Reich, one Führer" – this was not only a propaganda slogan to broad swathes of the crisis-ridden German population, but the yearned-for new form of society and government for a better future under strong leadership.

Targeted political messages were also communicated at the rallies. Domestic and foreign policy measures and events were not debated, but celebrated. Hermann Göring proclaimed the Nuremberg laws on 15 September during the 1935 rally. This disenfranchisement heralded the legally endorsed persecution of Jews, Sinti and Roma, which was to culminate in their mass murder.