The belief that propaganda and news were legitimate tools of his business, and his ability to offer philosophical justifications for these beliefs that ultimately embraced the whole democratic way of life, in Bernays' mind set his work in public relations apart from what ad men did. The Bernays essays (1927) and (1928) show that Bernays regarded advertising men as special pleaders, merely paid to persuade people to accept an idea or commodity. The public relations counsel, on the other hand, he saw as an Emersonian-like creator of events that dramatized new concepts and perceptions, and even influenced the actions of leaders and groups in society.
Bernays' magisterial, philosophical touch is in evidence in (1928) when he writes: "This is an age of mass production. In the mass production of materials a broad technique has been developed and applied to their distribution. In this age, too, there must be a technique for the mass distribution of ideas." Yet he recognized the potential danger in so grand a scheme and in (1928), as elsewhere, sounded the great caveat that adds a grace note to his ambitious vision: a public relations counsel "must never accept a retainer or assume a position which puts his duty to the groups herepresents above his duty to society."
Bernays' brilliance for promotion in this vein emerges clearly when one reads, in the , the story of how he managed to secure newspaper coverage for the radio programs he developed to promote the Dodge Brothers' new six-cylinder cars. The and the , reveal a similar flair for consumer manipulation in the arena of fashion.
On a par with Bernays as the most sought-after public relations counsel of the decade was Ivy Ledbetter Lee, among whose chief clients were John D. Rockefeller, Sr., Bethlehem Steel, Armour & Company, and the Pennsylvania Railroad. Lee is represented in the Coolidge-Consumerism collection by (1925).
As relayed by Larry Tye, Edward Bernay’s genius is undeniable.
As is evident from the description of his campaign to publicize the Dodge cars, Bernays had a particular gift for the marketing strategy called the "tie-up" or "tie-in" -- in which one venue or opportunity or occasion for promoting a consumer product, for example, radio advertising, is linked to another, say, newspaper advertising, and even, at times, to a third, say a department store exhibition salesroom featuring the item, and possibly even a fourth, such as an important holiday, for example, Thrift Week.
Tye writes that "Bernays' papers .
During Bernays' lifetime and since, propaganda has usually had dirty connotations, loaded and identified with the evils of Nazi PR genius Joseph Goebbels, or the oafish efforts of the Soviet Communists.
But Bernays saved every scrap of paper he sent out or took in.
In almost every act of our daily lives, whether in the sphere of politics or business, in our social conduct or our ethical thinking, we are dominated by the relatively small number of persons .
18/11/2011 · After watching Century of the Self in class, I have become more familiar with concepts and ideas that Psycho analyst Edward Bernays has mentioned.In his memoirs, Bernays wrote that he was "shocked" to discover that Goebbels kept copies of Bernays' writings in his own personal library, and that his theories were therefore helping to "engineer" the rise of the Third Reich.
propaganda by edward l. bernays 1928 contents i. organizing chaos ii. the new propaganda iii. the new propagandists iv. the psychology of public relations
"The conscious and intelligent manipulation of the organized habits and opinions of the masses is an important element in democratic society," Bernays argued.
BibMe Free Bibliography & Citation Maker - essay on edward bernays MLA, APA, Chicago, Harvard. by Pat Louise
Bernays liked to cultivate an image as a supporter of feminism and other liberating ideas, but his work on behalf of the United Fruit Company had consequences just as evil and terrifying as if he'd worked directly for the Nazis.