Edward Bernay's, often referred to as the “father of public relations,” fundamentally transformed the way businesses communicate with the public. Born in 1891, Bernays was a pioneer in applying psychological theories to marketing, using his insights to influence public opinion and consumer behavior. His work laid the foundation for modern advertising and PR, blending the burgeoning fields of psychology and media to manipulate and persuade the masses.
The Birth of a New Era in Public Relations
Bernays was the nephew of Sigmund Freud, whose revolutionary ideas about the unconscious mind and human behavior had a profound impact on him. Drawing from Freud’s theories, Bernays believed that by understanding the unconscious desires and emotions of the public, he could craft messages that would manipulate those desires in ways that would benefit his clients.
The key turning point in Bernays’ career came after World War I. Working for the U.S. government, he played a crucial role in the Committee on Public Information (CPI), which was responsible for promoting the war effort and managing public opinion. The CPI’s success in swaying public opinion convinced Bernays that the same techniques could be applied in peacetime to promote products and ideas.
1923: The Publication of “Crystallizing Public Opinion”
In 1923, Bernays published Crystallizing Public Opinion, a seminal work in which he articulated the principles of public relations. This book laid out the framework for using psychological principles to shape public perception, emphasizing the importance of understanding the audience’s underlying emotions and beliefs. Bernays argued that by shaping the environment in which people made decisions, he could guide their choices in ways that seemed natural and self-directed, but were in fact carefully orchestrated.
This work was revolutionary, as it proposed that public relations should be approached scientifically, with a deep understanding of human psychology at its core. It also marked the beginning of Bernays’ systematic application of these ideas in various campaigns.
1929: The “Torches of Freedom” Campaign
One of Bernays’ most famous campaigns was the “Torches of Freedom” in 1929, which helped break the taboo against women smoking in public. At the time, smoking was considered a male activity, and women who smoked were stigmatized. To change this perception, Bernays linked smoking with the women’s liberation movement, a burgeoning social trend at the time.
On Easter Sunday in 1929, Bernays orchestrated a group of women to march in New York City’s Easter Parade, each holding a cigarette as a “torch of freedom.” He made sure the event was widely covered by the media, framing it as an act of female empowerment. The campaign was a success: sales of cigarettes to women increased significantly, and smoking in public soon became socially acceptable for women.
This campaign is a classic example of how Bernays used psychology to change public opinion. By associating smoking with freedom and independence, he tapped into powerful emotions and desires, creating a new social norm.
1930s: Promoting Bacon as a “Hearty Breakfast”
In the 1930s, Bernays was hired by the Beech-Nut Packing Company to promote bacon. At the time, Americans typically ate a light breakfast, but Bernays wanted to change that. He consulted with a physician, who confirmed that a hearty breakfast was healthier than a light one. Bernays then sent this recommendation to thousands of doctors across the country, who endorsed it to their patients.
He also launched a campaign that positioned bacon and eggs as the ideal “hearty breakfast,” playing on the public’s trust in medical professionals. The campaign was another success, and bacon became a staple of the American breakfast.
Bernays’ ability to influence public opinion through seemingly authoritative endorsements showcased his deep understanding of psychology and the power of suggestion. By framing bacon as a healthy, doctor-recommended option, he was able to change consumer behavior on a massive scale.
1940s: The Role in Promoting War Efforts
During World War II, Bernays again applied his techniques to influence public opinion, this time in the service of the U.S. government. He worked on campaigns to promote war bonds, encourage enlistment, and generate support for the war effort. Bernays used the same principles of persuasion that had proven so effective in his commercial work, but now with the goal of shaping national sentiment.
His work during this period further solidified the role of public relations as a powerful tool in both the private and public sectors, capable of swaying public opinion on a massive scale.
Legacy and Impact
Edward Bernays’ innovative use of psychology in public relations and advertising has had a lasting impact on how companies and governments communicate with the public. His work demonstrated that by understanding and manipulating the unconscious desires of the masses, it was possible to control public opinion and behavior.
Bernays’ legacy is a double-edged sword. On one hand, he is celebrated for his ingenuity and his contributions to the development of public relations as a profession. On the other hand, his techniques raise ethical questions about the manipulation of public opinion and the power of media in shaping societal norms.
Today, the strategies Bernays pioneered are more relevant than ever, as digital media and targeted advertising continue to evolve. His work serves as a reminder of the power of psychology in influencing human behavior and the responsibilities that come with wielding that power.
Conclusion
Edward Bernays was more than just a public relations pioneer; he was a master of media manipulation, using psychological principles to shape public opinion and consumer behavior. From his early work with the U.S. government to his groundbreaking campaigns in the 1920s and 1930s, Bernays set the standard for how media and psychology could be used to influence the masses. His legacy continues to shape the fields of advertising, public relations, and media today, reminding us of the profound impact that one person’s ideas can have on society.
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