- Edward Bernays - freuds nephew
- First person to control the masses using frauds theories
- Dominates our world today
- There is a psychotherapy ball in vienna, hundred years previous these people hated freud ideas, threat to their control
- Believed you couldn't/shouldn't show your feelings - to maids/public etc
- With frauds ideas society was questioned, threatening their empire
- 1914 austrian hungarian led europe into war
- Governments had unleashed primitive forces in human beings and they didn't know how to control it
- During this time bernays was living in america
- Bernays was employed to promote the usa's war effort, he was successful at this for home and abroad
- Went to the peace conference in paris with the president
- Portrayed wilson a hero for the masses
- Bernays wondered if he could do they same during peace time, propaganda for war and peace
- Set up a public relations council in new york, first time the phrase was used
- Turned to the writings of freud, sent him an introduction of psychoanalysis
- He was inspired and set about trying to apply it in another way
- Changed from factual info and persuasion
- Early experiment was trying to get women to smoke, break the taboo
- Arranged a psychoanalysis to find out what cigarettes meant to women
- Cigarettes linked to the penis and male power, bernays had to find a way to portray them as a challenge against male power
- Female suffragettes lighting cigarettes during protest 'torches of freedom' memory, rational phrase
- Next day it was a news subject around the world, made cigarettes socially acceptable for women
- Made him realise you could make people link emotions with objects.
- Link products with emotions - irrational
- Fascinated americas corporations, mass production had flourished, were scared of this stopping when people had enough products
- Advertisements used to show products practical virtues
- Shift from needs to desires, shape the mentality of america
- Early 20's department stores were created, bernays was in charge or creating the new type of customer
- Linked his represented firms with celebrities and sexuality
- Used models in fashion shows to convince people to express their personality through clothing
- Change in democracy - citizen to consumer
- Millions followed bernays advice
- Was not a one to one person, thought of people in groups of thousands, understanded the mind of the crows
- Was involved in stock market boom
- Linked the president with celebrities to boost his popularity
- Arranged for his uncles works to be published in america to save him from bankruptcy
- He started to publicise his books, made him acceptable and then capitalise on the results
- Had an extraordinary effect on journalists in 1920's
- The basic reasoning of the mass mind his unconscious instinctual drive, bernays was fascinated with this idea
- Engineering of consent - people had to be guided in what they wanted, tap into deepest desires and fears
- Consumerism had become the central part of american culture
- Made the economy stable, people were happy, feel good medication
Examples
Marlboro Campaign
- because of the boom with women smoking men felt it was less masculine
- the Marlboro man was created - cowboy, instinctual macho
Silk Cut Campaign
- advertising code of practice, no longer allowed to be associated with:- glamour, sport, business success, masculinity/femininity, should not seek to actively persuade people to start smoking
- work with instinctual/hidden desires
- old add - sophistication, life style aspirations, price
- name - luxurious, smooth, feminine connotations (silk) removing half of target market
- new add - feudian associations, link brand to primal desires (life and death instinct/eros thantos), reproduction/self destruction, killing e.g rock and roll lifestyle.
- bagpipes - blow into, cigarette/phallic
- conscious level - silk with a cut in it
- unconscious level - vagina, knives cutting silk in a violent/sexual way, silky/luxurious, bed sheets
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