In the late twelfth century we can observe important changes in the propaganda of the crusades to the Holy Land. The popes and the preachers started to stress that the Holy Land should be defended and, after the disasters of 1187, should be reconquered because of its importance personally for God. Six arguments of the crusade propaganda which were invented or became widespread at that time can be mentioned here. Among them there is one that we can call the “vassal argument”, by means of which the papacy and the preachers pointed out that God should be defended when his beloved land is attacked by heathens because he is the Lord and the listeners are his vassals. It seems that the idea was created by the crusade preachers at the end of the twelfth century and then came to be used by the papacy as well, from Innocent III onwards. In the thirteenth century it was extensively enriched by such preachers as Jacques de Vitry and Humbert of Romans who made the vassal argument more illustrative.