Lesson 2-4:
The Original Influencer
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LESSON SUMMARY
Edward Bernays: Pioneer of Public Relations
Edward Bernays (1891–1995) was an Austrian-American who is widely recognized as the "father of public relations." His innovative application of psychological principles revolutionized advertising, propaganda, and corporate communication strategies. Influenced by his uncle Sigmund Freud, Bernays applied theories of the unconscious mind to manipulate public perception and opinion. His career began during World War I with the U.S. Committee on Public Information, where he crafted messages to bolster support for the war effort. Transitioning into public relations in the 1920s, Bernays worked with major corporations and political figures, transforming communication from mere information sharing to strategic persuasion. Notable campaigns included the 1929 “Torches of Freedom” for the American Tobacco Company, which successfully encouraged women to smoke in public.
Controversies and Criticism
While Bernays achieved significant successes, his methods were not without controversy. His work with the United Fruit Company to orchestrate a propaganda campaign that led to the CIA-backed coup in Guatemala in 1954 is one of the most criticized aspects of his career. By framing the democratically elected President Jacobo Árbenz as a communist threat, Bernays justified U.S. intervention that resulted in decades of political instability and violence in Guatemala. His 1928 book, Propaganda, argued that mass manipulation was necessary in a democracy, asserting that the public needed guidance from an elite class. This perspective raised ethical concerns about the manipulation of public opinion for corporate and political interests, leading to a divisive legacy.
Lasting Impact on Marketing and Public Relations
Bernays' influence on marketing and public relations is profound, having laid the groundwork for modern strategies in these fields. He pioneered techniques that leveraged emotional branding, celebrity endorsements, and psychological manipulation to shape consumer behavior. His ability to link products to deeper desires and social trends created a consumer culture that persists today. Moreover, Bernays' strategies have been applied to political campaigns and media influence, demonstrating the significant role of strategic communication in shaping public opinion. While his contributions have fueled successful advertising and brand-building, they have also sparked ongoing debates about the ethics of persuasion and the fine line between manipulation and influence in marketing and public relations.
Edward Bernays: Pioneer of Public Relations
Edward Bernays (1891–1995) was an Austrian-American who is widely recognized as the "father of public relations." His innovative application of psychological principles revolutionized advertising, propaganda, and corporate communication strategies. Influenced by his uncle Sigmund Freud, Bernays applied theories of the unconscious mind to manipulate public perception and opinion. His career began during World War I with the U.S. Committee on Public Information, where he crafted messages to bolster support for the war effort. Transitioning into public relations in the 1920s, Bernays worked with major corporations and political figures, transforming communication from mere information sharing to strategic persuasion. Notable campaigns included the 1929 “Torches of Freedom” for the American Tobacco Company, which successfully encouraged women to smoke in public.
Controversies and Criticism
While Bernays achieved significant successes, his methods were not without controversy. His work with the United Fruit Company to orchestrate a propaganda campaign that led to the CIA-backed coup in Guatemala in 1954 is one of the most criticized aspects of his career. By framing the democratically elected President Jacobo Árbenz as a communist threat, Bernays justified U.S. intervention that resulted in decades of political instability and violence in Guatemala. His 1928 book, Propaganda, argued that mass manipulation was necessary in a democracy, asserting that the public needed guidance from an elite class. This perspective raised ethical concerns about the manipulation of public opinion for corporate and political interests, leading to a divisive legacy.
Lasting Impact on Marketing and Public Relations
Bernays' influence on marketing and public relations is profound, having laid the groundwork for modern strategies in these fields. He pioneered techniques that leveraged emotional branding, celebrity endorsements, and psychological manipulation to shape consumer behavior. His ability to link products to deeper desires and social trends created a consumer culture that persists today. Moreover, Bernays' strategies have been applied to political campaigns and media influence, demonstrating the significant role of strategic communication in shaping public opinion. While his contributions have fueled successful advertising and brand-building, they have also sparked ongoing debates about the ethics of persuasion and the fine line between manipulation and influence in marketing and public relations.
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Do Now: Is Donald Trump the most powerful person in the world or are there more powerful people who are lower profile, but shape American thought "behind the scenes"?
Who Was Edward Bernays?
Edward Bernays (1891–1995) was an Austrian-American public relations pioneer often referred to as the "father of public relations." He played a crucial role in shaping modern advertising, propaganda, and corporate communication strategies by applying psychological principles to influence public opinion. Bernays was heavily influenced by the work of his uncle, Sigmund Freud, incorporating theories of the unconscious mind into his PR campaigns to manipulate public perception.
Bernays began his career in propaganda during World War I, working for the U.S. Committee on Public Information, where he helped craft messages to garner support for the war effort.
Recognizing the power of media and psychology, he later transitioned to public relations in the 1920s, helping businesses and governments shape public opinion. His work revolutionized how corporations and politicians communicated with the masses, moving beyond simple information dissemination to strategic persuasion.
One of his most famous campaigns was for the American Tobacco Company, where he helped break the taboo against women smoking in public. In the 1929 “Torches of Freedom” campaign, he hired women to march while smoking cigarettes during an Easter Sunday parade, framing it as an act of feminist liberation. The campaign was wildly successful, increasing cigarette sales among women and demonstrating Bernays’ ability to manipulate social trends.
Bernays also worked with major corporations such as General Electric, Procter & Gamble, and the United Fruit Company. His work for United Fruit (now Chiquita) was particularly controversial, as he helped orchestrate propaganda that led to the U.S. government’s intervention in Guatemala in 1954. By portraying the democratically elected Guatemalan government as communist, Bernays played a key role in justifying a CIA-backed coup that installed a more U.S.-friendly regime. (More on this in a following section).
His 1928 book Propaganda detailed many of his techniques and argued that mass manipulation was necessary in a democratic society to maintain order. He believed that the public was irrational and needed to be guided by an elite class who understood how to shape opinions. His ideas laid the foundation for modern advertising, political spin, and media influence, though they also raised ethical concerns about manipulation and control.
Despite his controversial legacy, Bernays’ impact on marketing, politics, and media remains profound. His methods are still widely used today in advertising, public relations, and political campaigns, demonstrating the lasting power of psychological persuasion in shaping public perception. Here is a timeline of his career:
Timeline of Edward Bernays' Life and Career
Early Life & Education (1891–1917)
Early Career in Public Relations (1917–1920s)
Major PR Campaigns (1920s–1930s)
Mid-Career Influence (1930s–1940s)
Guatemala and Political Propaganda (1950s)
Later Career & Criticism (1960s–1995)
Death & Legacy (1995–Present)
Bernays began his career in propaganda during World War I, working for the U.S. Committee on Public Information, where he helped craft messages to garner support for the war effort.
Recognizing the power of media and psychology, he later transitioned to public relations in the 1920s, helping businesses and governments shape public opinion. His work revolutionized how corporations and politicians communicated with the masses, moving beyond simple information dissemination to strategic persuasion.
One of his most famous campaigns was for the American Tobacco Company, where he helped break the taboo against women smoking in public. In the 1929 “Torches of Freedom” campaign, he hired women to march while smoking cigarettes during an Easter Sunday parade, framing it as an act of feminist liberation. The campaign was wildly successful, increasing cigarette sales among women and demonstrating Bernays’ ability to manipulate social trends.
Bernays also worked with major corporations such as General Electric, Procter & Gamble, and the United Fruit Company. His work for United Fruit (now Chiquita) was particularly controversial, as he helped orchestrate propaganda that led to the U.S. government’s intervention in Guatemala in 1954. By portraying the democratically elected Guatemalan government as communist, Bernays played a key role in justifying a CIA-backed coup that installed a more U.S.-friendly regime. (More on this in a following section).
His 1928 book Propaganda detailed many of his techniques and argued that mass manipulation was necessary in a democratic society to maintain order. He believed that the public was irrational and needed to be guided by an elite class who understood how to shape opinions. His ideas laid the foundation for modern advertising, political spin, and media influence, though they also raised ethical concerns about manipulation and control.
Despite his controversial legacy, Bernays’ impact on marketing, politics, and media remains profound. His methods are still widely used today in advertising, public relations, and political campaigns, demonstrating the lasting power of psychological persuasion in shaping public perception. Here is a timeline of his career:
Timeline of Edward Bernays' Life and Career
Early Life & Education (1891–1917)
- November 22, 1891 – Edward Bernays is born in Vienna, Austria-Hungary, to a Jewish family.
- 1892 – His family moves to the United States and settles in New York City.
- 1912 – Graduates from Cornell University with a degree in agriculture but does not pursue a career in the field.
Early Career in Public Relations (1917–1920s)
- 1917 – Works for the U.S. Committee on Public Information (CPI) during World War I, helping to shape pro-war propaganda under President Woodrow Wilson. Through propaganda and psychological tactics, Bernays got Americans to support entry in to WW1.
- 1919 – Founds one of the first public relations firms with his business partner, Doris Fleischman.
- 1920s – Coins the term "public relations counsel" and begins applying psychological principles to advertising and mass persuasion.
- 1920s - Worked at Beech Nut Packing company and shaped what you eat for breakfast.
Major PR Campaigns (1920s–1930s)
- 1923 – Publishes Crystallizing Public Opinion, a foundational text for the field of public relations.
- 1924 – Helps Calvin Coolidge’s presidential campaign by organizing a celebrity breakfast to improve his public image.
- 1928 – Publishes Propaganda, which argues that public opinion can be shaped by an elite few.
- 1929 – Organizes the "Torches of Freedom" campaign, persuading women to smoke cigarettes in public, boosting sales for American Tobacco.
Mid-Career Influence (1930s–1940s)
- 1934 – Helps the American Tobacco Company increase cigarette sales by promoting smoking as a weight-loss aid.
- 1939 – Works with the U.S. government to support Franklin D. Roosevelt’s "Good Neighbor" policy in Latin America.
- 1940s – Assists various corporations and the U.S. government with wartime propaganda efforts during World War II.
Guatemala and Political Propaganda (1950s)
- 1950 – Hired by United Fruit Company (UFC) to combat land reform policies in Guatemala.
- 1953–1954 – Orchestrates a propaganda campaign portraying Guatemalan President Jacobo Árbenz as a communist, influencing the U.S. government to support a coup.
- 1954 – The CIA-backed coup (Operation PBSUCCESS) overthrows Árbenz, leading to military dictatorship and decades of civil war in Guatemala.
Later Career & Criticism (1960s–1995)
- 1965 – Publishes Biography of an Idea: Memoirs of Public Relations Counsel Edward L. Bernays, reflecting on his career.
- 1970s–1980s – Continues advising corporations and governments, though his tactics face increasing ethical scrutiny.
- 1990s – Recognized for his controversial influence on modern advertising, propaganda, and corporate public relations.
Death & Legacy (1995–Present)
- March 9, 1995 – Dies at age 103 in Cambridge, Massachusetts.
- Today – His legacy remains divisive; he is credited with shaping modern public relations but also criticized for manipulating public opinion for corporate and political interests.
Edward Bernays Influenced War & Politics
Edward Bernays, often hailed as the "father of public relations," profoundly influenced both wartime propaganda and political campaigns in the United States through his innovative techniques in mass persuasion. During World War I, Bernays was a key member of the Committee on Public Information (CPI), a government agency established to sway public opinion in favor of the war effort. The CPI employed various media, including posters, films, and speeches, to foster a pro-war sentiment among Americans. Bernays observed that the CPI's strategies effectively transformed public reluctance into enthusiastic support for the war, leading him to realize that such propaganda techniques could be adapted for peacetime purposes as well.
In the realm of political elections, Bernays applied his public relations expertise to reshape the public images of political figures. Notably, in 1924, he orchestrated a publicity stunt for President Calvin Coolidge, who was perceived as reserved and unapproachable. Bernays arranged a "pancake breakfast" at the White House, inviting popular entertainers like Al Jolson and the Dolly Sisters to perform. This event garnered extensive media coverage and portrayed Coolidge in a more personable light, thereby enhancing his public appeal. Similarly, Bernays advised Herbert Hoover during the 1932 presidential campaign, suggesting strategies to create disunity among opponents and to project Hoover as an invincible leader.
Throughout his career, Bernays maintained that the masses were largely uninformed and irrational, necessitating guidance from a knowledgeable elite to shape public opinion. He believed that by understanding the underlying motivations and desires of individuals, it was possible to manipulate public perception and behavior on a large scale. This perspective led him to develop techniques that combined psychology and media to engineer consent among the populace, a concept he elaborated on in his seminal works, "Crystallizing Public Opinion" (1923) and "Propaganda" (1928).
Bernays' legacy in shaping wars and political elections underscores the potent role of strategic communication in influencing public opinion and policy. His methods have left an indelible mark on the fields of public relations and political campaigning, demonstrating how orchestrated media efforts can alter perceptions and drive collective action. While his techniques have been both lauded for their ingenuity and criticized for their manipulative potential, their impact on modern public relations and propaganda is undeniable.
In the realm of political elections, Bernays applied his public relations expertise to reshape the public images of political figures. Notably, in 1924, he orchestrated a publicity stunt for President Calvin Coolidge, who was perceived as reserved and unapproachable. Bernays arranged a "pancake breakfast" at the White House, inviting popular entertainers like Al Jolson and the Dolly Sisters to perform. This event garnered extensive media coverage and portrayed Coolidge in a more personable light, thereby enhancing his public appeal. Similarly, Bernays advised Herbert Hoover during the 1932 presidential campaign, suggesting strategies to create disunity among opponents and to project Hoover as an invincible leader.
Throughout his career, Bernays maintained that the masses were largely uninformed and irrational, necessitating guidance from a knowledgeable elite to shape public opinion. He believed that by understanding the underlying motivations and desires of individuals, it was possible to manipulate public perception and behavior on a large scale. This perspective led him to develop techniques that combined psychology and media to engineer consent among the populace, a concept he elaborated on in his seminal works, "Crystallizing Public Opinion" (1923) and "Propaganda" (1928).
Bernays' legacy in shaping wars and political elections underscores the potent role of strategic communication in influencing public opinion and policy. His methods have left an indelible mark on the fields of public relations and political campaigning, demonstrating how orchestrated media efforts can alter perceptions and drive collective action. While his techniques have been both lauded for their ingenuity and criticized for their manipulative potential, their impact on modern public relations and propaganda is undeniable.
Bernays Created The All American Breakfast
Edward Bernays, played a significant role in shaping what Americans eat for breakfast. In the 1920s, he was hired by the Beech-Nut Packing Company to increase sales of bacon. At the time, many Americans ate a light breakfast, such as toast and coffee. To change this, Bernays consulted with doctors and got endorsements from medical professionals stating that a heavier breakfast, including bacon and eggs, was healthier. He then promoted these findings through newspapers and media outlets, making it seem like a scientific consensus.
As a result of Bernays’ campaign, the idea of a hearty breakfast became widely accepted, and bacon and eggs became a staple of the American morning meal. His tactics relied on appealing to authority figures, such as doctors, to influence public perception. By linking health benefits to bacon consumption, he successfully persuaded the public that a protein-heavy breakfast was necessary for good health. This strategy was one of the first examples of using psychological techniques to shape consumer habits.
Bernays’ work fundamentally changed American eating patterns, demonstrating the power of public relations in shaping public opinion. His success with bacon and eggs set a precedent for food marketing that continues today, where companies use expert endorsements and media influence to shape dietary choices. His influence can still be seen in the way food is marketed, proving that consumer habits are often the result of strategic persuasion rather than just personal preference.
As a result of Bernays’ campaign, the idea of a hearty breakfast became widely accepted, and bacon and eggs became a staple of the American morning meal. His tactics relied on appealing to authority figures, such as doctors, to influence public perception. By linking health benefits to bacon consumption, he successfully persuaded the public that a protein-heavy breakfast was necessary for good health. This strategy was one of the first examples of using psychological techniques to shape consumer habits.
Bernays’ work fundamentally changed American eating patterns, demonstrating the power of public relations in shaping public opinion. His success with bacon and eggs set a precedent for food marketing that continues today, where companies use expert endorsements and media influence to shape dietary choices. His influence can still be seen in the way food is marketed, proving that consumer habits are often the result of strategic persuasion rather than just personal preference.
Guatemala Hates Edward Bernays
Edward Bernays is widely disliked in Guatemala due to his role in orchestrating the 1954 U.S.-backed coup that overthrew the democratically elected president, Jacobo Árbenz. Bernays, often called the "father of public relations," was hired by the United Fruit Company (UFC), an American corporation with vast land holdings in Guatemala. UFC saw Árbenz’s land reform policies as a threat to its business interests. To protect its profits, the company sought to manipulate public opinion in the U.S. and justify intervention in Guatemala. Bernays crafted a propaganda campaign that painted Árbenz as a communist sympathizer, influencing the U.S. government and media to support his removal.
Árbenz’s government had introduced agrarian reforms that aimed to redistribute unused land from large corporations like UFC to landless peasants. This move was immensely popular among the working class but infuriated UFC, which had strong connections to American policymakers. Bernays used his expertise to depict these reforms as evidence of Guatemala falling under Soviet influence. By linking Árbenz to communism during the Cold War, he exploited American fears and pushed the U.S. government toward action.
Through a carefully orchestrated misinformation campaign, Bernays influenced major newspapers, radio broadcasts, and even academic experts to frame the Guatemalan government as a communist threat. He arranged for journalists to visit Guatemala under UFC’s supervision, ensuring they reported only negative aspects of Árbenz’s policies. These reports shaped American public opinion, making intervention seem necessary and justified.
Bernays’ campaign succeeded in convincing the Eisenhower administration to support a coup. The CIA launched Operation PBSUCCESS, training and arming rebel forces led by Carlos Castillo Armas. In June 1954, Árbenz was forced to resign, and a military dictatorship took power. The new government reversed land reforms, reinstated UFC’s privileges, and unleashed a period of brutal repression, including assassinations and disappearances of political dissidents.
The aftermath of the coup had devastating long-term effects on Guatemala. The country plunged into decades of political instability, military rule, and civil war, which lasted from 1960 to 1996. Tens of thousands of Guatemalans were killed, and human rights abuses became widespread. Many historians see Bernays as a key figure in engineering this disaster, as his propaganda set the stage for U.S. involvement and the subsequent suffering of the Guatemalan people.
Guatemalans resent Bernays for his role in undermining their democracy and manipulating global perceptions to serve corporate interests. His actions exemplified how foreign interference, driven by profit motives, could destroy national sovereignty and lead to long-term suffering. To this day, many in Guatemala view him as a symbol of American imperialism and corporate greed.
Beyond Guatemala, Bernays' work in propaganda raises ethical concerns about how public relations can be weaponized to manipulate public perception and justify political interventions. His tactics set a precedent for future U.S. covert operations that toppled governments in Latin America and beyond, often leading to similar cycles of violence and instability.
In summary, Edward Bernays is hated in Guatemala because he masterminded a propaganda campaign that led to the overthrow of a democratically elected leader, plunging the country into decades of dictatorship and civil war. His work with United Fruit Company was a prime example of corporate interests shaping U.S. foreign policy at the expense of an entire nation’s future.
Árbenz’s government had introduced agrarian reforms that aimed to redistribute unused land from large corporations like UFC to landless peasants. This move was immensely popular among the working class but infuriated UFC, which had strong connections to American policymakers. Bernays used his expertise to depict these reforms as evidence of Guatemala falling under Soviet influence. By linking Árbenz to communism during the Cold War, he exploited American fears and pushed the U.S. government toward action.
Through a carefully orchestrated misinformation campaign, Bernays influenced major newspapers, radio broadcasts, and even academic experts to frame the Guatemalan government as a communist threat. He arranged for journalists to visit Guatemala under UFC’s supervision, ensuring they reported only negative aspects of Árbenz’s policies. These reports shaped American public opinion, making intervention seem necessary and justified.
Bernays’ campaign succeeded in convincing the Eisenhower administration to support a coup. The CIA launched Operation PBSUCCESS, training and arming rebel forces led by Carlos Castillo Armas. In June 1954, Árbenz was forced to resign, and a military dictatorship took power. The new government reversed land reforms, reinstated UFC’s privileges, and unleashed a period of brutal repression, including assassinations and disappearances of political dissidents.
The aftermath of the coup had devastating long-term effects on Guatemala. The country plunged into decades of political instability, military rule, and civil war, which lasted from 1960 to 1996. Tens of thousands of Guatemalans were killed, and human rights abuses became widespread. Many historians see Bernays as a key figure in engineering this disaster, as his propaganda set the stage for U.S. involvement and the subsequent suffering of the Guatemalan people.
Guatemalans resent Bernays for his role in undermining their democracy and manipulating global perceptions to serve corporate interests. His actions exemplified how foreign interference, driven by profit motives, could destroy national sovereignty and lead to long-term suffering. To this day, many in Guatemala view him as a symbol of American imperialism and corporate greed.
Beyond Guatemala, Bernays' work in propaganda raises ethical concerns about how public relations can be weaponized to manipulate public perception and justify political interventions. His tactics set a precedent for future U.S. covert operations that toppled governments in Latin America and beyond, often leading to similar cycles of violence and instability.
In summary, Edward Bernays is hated in Guatemala because he masterminded a propaganda campaign that led to the overthrow of a democratically elected leader, plunging the country into decades of dictatorship and civil war. His work with United Fruit Company was a prime example of corporate interests shaping U.S. foreign policy at the expense of an entire nation’s future.
What Was Edward Bernays Lasting Imprint On Marketing?
Edward Bernays' lasting imprint on marketing can be seen in several key areas, as his pioneering strategies continue to shape how brands, politicians, and media influence public opinion today. His application of psychology, propaganda techniques, and mass communication fundamentally transformed marketing from simple product promotion to a sophisticated science of persuasion.
1. Emotional Branding and Psychological Manipulation: Bernays revolutionized marketing by shifting the focus from a product’s functional benefits to its emotional appeal. He used Sigmund Freud’s theories of the unconscious mind to create campaigns that linked products to deep-seated desires, fears, and aspirations. For example, he helped shift cigarette marketing from being a mere consumer product to a symbol of empowerment for women, demonstrating how emotions could be leveraged to drive sales.
2. The Creation of Consumer Culture: Bernays played a crucial role in transforming America into a consumer-driven society. He helped companies create demand by making products seem essential to personal identity, social status, or success. His work contributed to the rise of planned obsolescence and the idea that people should continually buy new products to fit in with evolving social norms.
3. Celebrity and Influencer Marketing: One of Bernays’ most significant contributions was the use of celebrities and public figures to endorse products. He recognized that people are more likely to trust and imitate influential figures, so he orchestrated campaigns featuring movie stars, politicians, and cultural icons to make products desirable. This concept is still a cornerstone of modern influencer marketing.
4. Public Relations as a Corporate Strategy: Before Bernays, public relations was mainly about damage control. He transformed it into a proactive strategy, helping corporations shape public perception through media manipulation, staged events, and strategic messaging. His influence can be seen in today’s PR crisis management strategies, corporate branding efforts, and political spin tactics.
5. Social Proof and “Third-Party” EndorsementsBernays understood the power of credibility and often used experts, doctors, and seemingly independent organizations to endorse products. He knew that people trust authoritative figures more than direct advertising. This tactic remains widely used, from medical professionals endorsing pharmaceuticals to tech reviewers promoting gadgets.
6. Political Propaganda and SpinBeyond marketing, Bernays' strategies laid the foundation for modern political campaigns and government propaganda. His methods of shaping public opinion through controlled narratives and media influence are still employed in election campaigns, lobbying efforts, and even corporate social responsibility messaging.
Conclusion: A Double-Edged LegacyBernays’ work permanently altered marketing, blending psychology, media, and persuasion into a powerful tool for shaping public behavior. While his innovations have fueled successful advertising and brand-building, they have also raised ethical concerns about manipulation, propaganda, and the fine line between persuasion and deception. His legacy is a testament to both the power and the risks of modern marketing techniques.
1. Emotional Branding and Psychological Manipulation: Bernays revolutionized marketing by shifting the focus from a product’s functional benefits to its emotional appeal. He used Sigmund Freud’s theories of the unconscious mind to create campaigns that linked products to deep-seated desires, fears, and aspirations. For example, he helped shift cigarette marketing from being a mere consumer product to a symbol of empowerment for women, demonstrating how emotions could be leveraged to drive sales.
2. The Creation of Consumer Culture: Bernays played a crucial role in transforming America into a consumer-driven society. He helped companies create demand by making products seem essential to personal identity, social status, or success. His work contributed to the rise of planned obsolescence and the idea that people should continually buy new products to fit in with evolving social norms.
3. Celebrity and Influencer Marketing: One of Bernays’ most significant contributions was the use of celebrities and public figures to endorse products. He recognized that people are more likely to trust and imitate influential figures, so he orchestrated campaigns featuring movie stars, politicians, and cultural icons to make products desirable. This concept is still a cornerstone of modern influencer marketing.
4. Public Relations as a Corporate Strategy: Before Bernays, public relations was mainly about damage control. He transformed it into a proactive strategy, helping corporations shape public perception through media manipulation, staged events, and strategic messaging. His influence can be seen in today’s PR crisis management strategies, corporate branding efforts, and political spin tactics.
5. Social Proof and “Third-Party” EndorsementsBernays understood the power of credibility and often used experts, doctors, and seemingly independent organizations to endorse products. He knew that people trust authoritative figures more than direct advertising. This tactic remains widely used, from medical professionals endorsing pharmaceuticals to tech reviewers promoting gadgets.
6. Political Propaganda and SpinBeyond marketing, Bernays' strategies laid the foundation for modern political campaigns and government propaganda. His methods of shaping public opinion through controlled narratives and media influence are still employed in election campaigns, lobbying efforts, and even corporate social responsibility messaging.
Conclusion: A Double-Edged LegacyBernays’ work permanently altered marketing, blending psychology, media, and persuasion into a powerful tool for shaping public behavior. While his innovations have fueled successful advertising and brand-building, they have also raised ethical concerns about manipulation, propaganda, and the fine line between persuasion and deception. His legacy is a testament to both the power and the risks of modern marketing techniques.
How Edward Bernays (Arguably) Killed More Than 100,000,000 People
VIDEO SUMMARY:
The video begins by highlighting the significant role of advertising in the 1950s, particularly focusing on how doctors were portrayed as endorsing Camel cigarettes. Through repeated national surveys, the brand was shown to be favored by many medical professionals, thus promoting the idea of smoking as a socially acceptable habit. However, as public awareness grew about the dangers of smoking, particularly the connection to cancer, the tobacco industry faced severe backlash. In response to this threat, companies devised strategies to maintain their profits, including promoting smoking through propaganda and public relations campaigns.
The narrative shifts to Edward Bernays, a pivotal figure in shaping modern public relations, who leveraged his skills in propaganda to influence public perception. After gaining notoriety through pro-war campaigns during World War I, Bernays recognized that the same tactics could be applied to consumer products. His groundbreaking campaigns included encouraging women to smoke by framing it as an act of liberation during the 1929 Easter Day Parade, successfully transforming cigarettes into symbols of freedom. This strategic marketing not only increased cigarette sales but also changed societal attitudes towards women's smoking.
As the tobacco industry continued to thrive, aided by military endorsements during both World Wars and celebrity endorsements in the 1960s, the introduction of health reports linking smoking to cancer prompted a critical turning point. The industry's response involved a mixture of disinformation and aggressive marketing strategies that sought to downplay health risks. Despite these efforts, increasing governmental regulations in the 1970s and beyond began to restrict advertising, leading the tobacco companies to adapt by exploring new avenues such as sponsorships and online marketing. Ultimately, the video illustrates the complex relationship between tobacco marketing and public health, revealing how an industry historically rooted in manipulation fought to retain its customer base amidst growing awareness of its products' dangers.
The video begins by highlighting the significant role of advertising in the 1950s, particularly focusing on how doctors were portrayed as endorsing Camel cigarettes. Through repeated national surveys, the brand was shown to be favored by many medical professionals, thus promoting the idea of smoking as a socially acceptable habit. However, as public awareness grew about the dangers of smoking, particularly the connection to cancer, the tobacco industry faced severe backlash. In response to this threat, companies devised strategies to maintain their profits, including promoting smoking through propaganda and public relations campaigns.
The narrative shifts to Edward Bernays, a pivotal figure in shaping modern public relations, who leveraged his skills in propaganda to influence public perception. After gaining notoriety through pro-war campaigns during World War I, Bernays recognized that the same tactics could be applied to consumer products. His groundbreaking campaigns included encouraging women to smoke by framing it as an act of liberation during the 1929 Easter Day Parade, successfully transforming cigarettes into symbols of freedom. This strategic marketing not only increased cigarette sales but also changed societal attitudes towards women's smoking.
As the tobacco industry continued to thrive, aided by military endorsements during both World Wars and celebrity endorsements in the 1960s, the introduction of health reports linking smoking to cancer prompted a critical turning point. The industry's response involved a mixture of disinformation and aggressive marketing strategies that sought to downplay health risks. Despite these efforts, increasing governmental regulations in the 1970s and beyond began to restrict advertising, leading the tobacco companies to adapt by exploring new avenues such as sponsorships and online marketing. Ultimately, the video illustrates the complex relationship between tobacco marketing and public health, revealing how an industry historically rooted in manipulation fought to retain its customer base amidst growing awareness of its products' dangers.
Directions: After you watch the video, preview the quiz questions below and take the quiz on Schoology.
Higher Level Question:
Edward Bernays seemed to effortlessly play with the minds of American people during the 20th century. He shifted people's thinking about wars, governments and government leaders. He taught Americans what to eat, what to smoke and how to think. The 20th century is over. Do you think that it is possible for one person to be as influential in the 21st century as Edward Bernays was in the 20th century?
Create a three paragraph response. Support your points. Use the rubric below for guidance.
Create a three paragraph response. Support your points. Use the rubric below for guidance.