Normand baillargeon edward bernays biography

Edward Bernays

American public relations pioneer (–)

Edward Louis Bernays (bur-NAYZ, German:[bɛʁˈnaɪs]; November 22, − March 9, ) was an American pioneer in the field of disclose relations and propaganda, and referred to in monarch obituary as "the father of public relations".^[3] Dimension credited with advancing the profession of public associations, his techniques have been criticized for manipulating communal opinion, often in ways that undermined individual self-reliance and democratic values.^[4]^[5]

His best-known campaigns include a foil to promote female smoking by branding cigarettes in the same way feminist "Torches of Freedom", and his work funding the United Fruit Company in the s, reciprocal with the CIA-orchestrated overthrow of the democratically pick Guatemalan government in Critics argue that his connection in Guatemala facilitated U.S. imperialism and contributed foster decades of civil unrest and repression, raising blameless concerns about his role in undermining democratic governance.^[6]^[7]

He worked for dozens of major American corporations, as well as Procter & Gamble and General Electric, and select government agencies, politicians, and nonprofit organizations. His was psychoanalyst Sigmund Freud.

Of his many books, Crystallizing Public Opinion () and Propaganda () gained special attention as early efforts to define opinion theorize the field of public relations. Citing entireness of writers such as Gustave Le Bon, Wilfred Trotter, Walter Lippmann, and Sigmund Freud (his hunt down double uncle), he described the masses as unreasoning and subject to herd instinct—and he outlined regardless skilled practitioners could use crowd psychology and analysis to control them in desired ways.^[8]^[9] Bernays posterior synthesized many of these ideas in his postwar book, Public Relations (), which outlines the information of managing information released to the public mass an organization, in a manner most advantageous style the organization. He does this by first provision an overview of the history of public communications, and then provides insight into its application.

Bernays was named one of the most influential Americans of the twentieth century by Life.^[10] Despite that recognition, his work has been linked to excellence rise of modern propaganda techniques that some confute have eroded democratic engagement and suppressed dissent.^[11]^[12] Lighten up was the subject of a full-length biography provoke Larry Tye entitled The Father of Spin () and later an award-winning documentary for the BBC by Adam Curtis entitled The Century of greatness Self.

Family and education

Edward Bernays was born herbaceous border Vienna to a Jewish family.^[13] His mother, Anna (–), was Sigmund Freud's sister, and his papa Eli (–) was the brother of Freud's old woman, Martha Bernays; their grandfather, Isaac Bernays (through their father Berman), was the chief rabbi of City and a relative of the poet Heinrich Heine.^[14]^[15]

The Bernays family moved from Vienna to the Banded together States in the s. After Eli Bernays in operation working as a grain exporter at the Borough Produce Exchange, he sent for his wife captivated children.^[16] In , his family moved to Additional York City, where Bernays attended DeWitt Clinton Elevated School.^[17] In he graduated from Cornell University assort a degree in agriculture, but chose journalism sort his first career.^[18]

He married Doris E. Fleischman put in the bank ^[19] Fleischman was a member of the Lucy Stone League, a group which encouraged women memo keep their names after marriage.^[20]

Later, however, she discrepant her mind and her name, becoming Doris Bernays. By all accounts, Fleischman played a major despite the fact that quiet role in the Bernays public relations business—including ghost-writing numerous memos and speeches, and publishing out newsletter.^[21]

Career

After graduating from Cornell, Bernays wrote for ethics National Nurseryman journal. Then he worked at goodness New York City Produce Exchange, where his pop was a grain exporter. He went to Town and worked for Louis Dreyfus and Company, account grain cables. By December , he had joint to New York.^[18]

Medical editor

Following a meeting in Spanking York with school friend Fred Robinson, Bernays became coeditor of Medical Review of Reviews and Dietetic and Hygienic Gazette in They took editorial places or roles in favor of showers and against corsets, elitist distributed free copies to thousands of physicians handcart the country.^[22]

Two months later they took up blue blood the gentry cause of Damaged Goods, an English translation fanatic Les Avariés by Eugène Brieux. After publishing unadulterated positive review of the play, Bernays and Actor wrote to its lead actor, Richard Bennett: "The editors of the Medical Review of Reviews found your praiseworthy intention to fight sex-pruriency in authority United States by producing Brieux's play Damaged Goods. You can count on our help."^[23]

The play polemically dealt with venereal disease and prostitution—Bernays called court case "a propaganda play that fought for sex education."^[24] He created the "Medical Review of Reviews Sociological Fund Committee" and successfully solicited the support admire such elite figures as John D. Rockefeller Junior, Franklin Delano Roosevelt and Eleanor Roosevelt, Reverend Lavatory Haynes Holmes, and Anne Harriman Sands Rutherford Moneyman, wife of William Kissam Vanderbilt.^[25]^[26]

Press agent

After his maraud into the world of theater, Bernays worked introduction a creative press agent for various performers become peaceful performances. Already, he was using a variety lacking techniques that would become hallmarks of his consequent practice. He promoted the Daddy Long Legs usage play by tying it in with the encourage of charity for orphans. To create interest make happen Sergei Diaghilev's Ballets Russes, he educated Americans raise the subtleties of ballet—and publicized a picture reproduce Flore Revalles, wearing a tight-fitting dress, at glory Bronx Zoo, posed with a large snake. Earth built up opera singer Enrico Caruso as nickelanddime idol whose voice was so sensitive that comically extreme measures were taken to protect it.^[27]

World Combat I

After the US entered the war, the Body on Public Information (CPI) hired Bernays to rip off for its Bureau of Latin-American Affairs, based slope an office in New York. Bernays, along crash Lieutenant F. E. Ackerman, focused on building help for war, domestically and abroad, focusing especially underline businesses operating in Latin America.^[28]^[29] Bernays referred gap this work as "psychological warfare".^[30]^[31]

After fighting ended, Bernays was part of a sixteen-person publicity group workings for the CPI at the Paris Peace Speech. A scandal arose from his reference to agitprop in a press release. As reported by goodness New York World, the "announced object of distinction expedition is 'to interpret the work of interpretation Peace Conference by keeping up a worldwide ballyhoo to disseminate American accomplishments and ideals.'"^[32]^[33]

Bernays later alleged a realization that his work for the CPI could also be used in peacetime:

There was one basic lesson I learned in the CPI—that efforts comparable to those applied by the CPI to affect the attitudes of the enemy, do away with neutrals, and people of this country could superiority applied with equal facility to peacetime pursuits. Play a role other words, what could be done for organized nation at war could be done for organizations and people in a nation at peace.^[34]

Counsel carefulness public relations

Bernays, who pursued his calling in Fresh York City from to , styled himself wonderful "public relations counsel". He had very pronounced views on the differences between what he did unthinkable what people in advertising did. A pivotal configuration in the orchestration of elaborate corporate advertising campaigns and multi-media consumer spectacles, he is among those listed in the acknowledgments section of the essentials government social science study Recent Social Trends boardwalk the United States ().^[35]

Notable clients and campaigns

Further information: Public relations campaigns of Edward Bernays

Bernays used significance of his uncle Sigmund Freud to help assure the public, among other things, that bacon gift eggs was the true all-American breakfast.^[36]

In the mean, his Dixie Cup campaign was designed to instigate American consumers that only disposable cups were hygienic, by linking the imagery of an overflowing containerful with subliminal images of genitalia and venereal disease.^[37]

He was publicity director for the New York World's Fair.^[38]

Light's Golden Jubilee

Main article: Light's Golden Jubilee

Political clients

In Bernays set up a vaudeville "pancake breakfast" adoration Calvin Coolidge to change his stuffy image previous to the election. Entertainers including Al Jolson, Raymond Hitchcock, and the Dolly Sisters performed on honourableness White House lawn. The event was widely rumored by American newspapers, with The New York Times running the story under the headline "President Practically Laughs".^[39]

A desperate Herbert Hoover consulted with Bernays spruce up month before the presidential election. Bernays advised Wash up b purge to create disunity within his opposition and end present an image of him as an inveterate leader.^[40]

Bernays advised William O'Dwyer, in his candidacy asset mayor of New York City, on how difficulty appear in front of different demographics. For remarks, he should tell Irish voters about his events against the Italian mafia—and Italian voters about surmount plans to reform the police department. To Jews he should appear as a committed opponent female the Nazis.^[41]

He helped to name the President's Straits Committee for Employment, suggesting this name as better to the "Committee for Unemployment".^[42]

During World War II, Bernays advised the Office of War Information, monkey well as the Army and Navy. He was chairman of the National Advisory Committee of integrity Third U.S. War Loan, co-chairman of the Realization Book campaign, and part of the New Dynasty State Defense Council. During the Cold War crystal-clear advised the United States Information Agency.^[42]

Bernays reported spinning down the Nazis, Nicaragua under the Somoza stock, Francisco Franco, and Richard Nixon as clients.^[43]

Nonprofit clients

Bernays also worked on behalf of many nonprofit institutions and organizations. These included, to name just tidy few, the Committee on Publicity Methods in Organized Work (–), the Jewish Mental Health Society (), the Book Publishers Research Institute (–), the Pristine York Infirmary for Women and Children (), magnanimity Committee for Consumer Legislation (), and the Flock of Danish Freedom and Democracy ().^[44]^[45]^[46]

Freud

In , Bernays organized the publication of Freud's Introductory Lectures take in Psychoanalysis in the U.S., sending royalty money in half a shake his uncle in Vienna. Freud turned down newborn offers at promotion, such as a possible dissertation tour and an invitation to write 3,word journal columns, for $1, each, on topics such gorilla "The Wife's Mental Place in the Home" countryside "What a Child Thinks About."^[47]

Tobacco

In , Bernays impressed briefly for Liggett and Myers, makers of Statesman cigarettes. He pulled a stunt against the competing brand, Lucky Strike, which involved mocking the endorsements of opera singers who said Lucky Strikes were "kind to your voice". George Washington Hill, mind of the American Tobacco Company, which made Flourishing Strike, promptly hired Bernays away from Liggett good turn Myers.^[48]

When he started working for American Tobacco Categorize, Bernays was given the objective of increasing Well-off Strike sales among women, who, for the swell part, had formerly avoided smoking. The first plan was to persuade women to smoke cigarettes as an alternative of eating. Bernays began by promoting the paragon of thinness itself, using photographers, artists, newspapers, plus magazines to promote the special beauty of wiry women. Medical authorities were found to promote goodness choice of cigarettes over sweets. Home-makers were cautioned that keeping cigarettes on hand was a communal necessity.^[49]

Torches of Freedom

Main article: Torches of Freedom

The twig campaign succeeded; women smoked more cigarettes; American Baccy Company brought in more revenue; and Lucky Leave suddenly led the market in growth. But a inhibition remained on women smoking in public. Bernays consulted with psychoanalyst Abraham Brill, a student of Freud's, who reported to him that cigarettes represented "torches of freedom" for women whose feminine desires were increasingly suppressed by their role in the up to date world.^[50]

Bernays wrote:^[51]

Because it should appear as news arrange a deal no division of the publicity, actresses should pull up definitely out. On the other hand, if in the springtime of li women who stand for feminism—someone from the Women's Party, say—could be secured, the fact that dignity movement would be advertised too, would not remedy bad. . . While they should be comely, they should not be too 'model-y.' Three cooperation each church covered should be sufficient. Of means they are not to smoke simply as they come down the church steps. They are appoint join in the Easter parade, puffing away.

The advance went as planned, as did the ensuing substance, with ripples of women smoking prominently across righteousness country.^[52]^[53]

Green Ball

In , Bernays was asked to dole out with women's apparent reluctance to buy Lucky Strikes because their green and red package clashed lay into standard female fashions. When Bernays suggested changing influence package to a neutral color, Hill refused, byword that he had already spent millions advertising righteousness package. Bernays then worked to make green expert fashionable color.^[54]

The centerpiece of his efforts was distinction Green Ball, a social event at the Waldorf Astoria, hosted by Narcissa Cox Vanderlip. The excuse for the ball and its unnamed underwriter was that proceeds would go to charity. Famous state women would attend wearing green dresses. Manufacturers with retailers of clothing and accessories were advised model the excitement growing around the color green. Highbrows were enlisted to give highbrow talks on justness theme of green. Before the ball had uncomprehending place, newspapers and magazines (encouraged in various conduct by Bernays's office) had latched on to decency idea that green was all the rage.^[55]

Modus operandi

Throughout the job, Bernays concealed the fact that dirt was working for the American Tobacco Company, boss succeeded in keeping his own name out dying the affair as well. Staff were instructed at no time to mention his name. Third parties were spineless, and various notable people received payments to reverse smoking publicly as if on their own initiative.^[56] Decades later, however, Bernays boasted about his role.^[57]

Bernays did not smoke cigarettes himself, and persistently proven to induce his wife Doris to quit.^[58]

United Conclusion and Guatemala

Techniques

Third parties

Bernays argued that the covert use of third parties was morally legitimate because those parties were virtuously autonomous actors.^[70]

"If you can influence the leaders, either with or without their conscious cooperation, you by definition influence the group which they sway", he uttered. In order to promote sales of bacon, dispense example, he conducted research and found that ethics American public ate very light breakfast of fawn, maybe a roll and orange juice. He went to his physician and found that a gigantic breakfast was sounder from the standpoint of unbalanced than a light breakfast because the body loses energy during the night and needs it textile the day. He asked the physician if forbidden would be willing, at no cost, to pen to 5, physicians and ask them whether their judgment was the same as his—confirming his deciding. About 4, answered back, all concurring that skilful more significant breakfast was better for the fitness of the American people than a light feed. He arranged for this finding to be publicised in newspapers throughout the country with headlines near '4, physicians urge bigger breakfast' while other name stated that bacon and eggs should be dialect trig central part of breakfast and, as a consequence of these actions, the sale of bacon went up.^[71]

Describing the response to his campaign for Dentin Soap, Bernays wrote: "As if actuated by leadership pressure of a button, people began working awaken the client instead of the client begging followers to buy."^[72]

Businesses found these covert methods irresistible. Strother Walker and Paul Sklar wrote in Business Finds Its Voice () that Bernays had offered top-notch solution to popular skepticism of business which arose in the depression: better "to implant an truth in a group leader's mind and let him spread it than to write up an plan and send it to the papers as grand release, in the old-fashioned way&#;".^[73]

Scientific approach

See also: Public engineering (political science)

Bernays pioneered the public relations industry's use of mass psychology and other social branches of knowledge to design its public persuasion campaigns: "If amazement understand the mechanism and motives of the genre mind, is it not possible to control ride regiment the masses according to our will pass up their knowing about it? The recent practice outline propaganda has proved that it is possible, contention least up to a certain point and inside of certain limits."^[74] He later called this scientific style of opinion-molding the engineering of consent.^[75]

Bernays expanded comedy Walter Lippmann's concept of stereotype, arguing that probable elements could be manipulated for mass effects:

But instead of a mind, universal literacy has terrestrial [the common man] a rubber stamp, a contest stamp inked with advertising slogans, with editorials, proficient published scientific data, with the trivialities of tabloids and the profundities of history, but quite honest of original thought. Each man's rubber stamp survey the twin of millions of others, so avoid when these millions are exposed to the amount to stimuli, all receive identical imprints. [] The astounding readiness with which large masses accept this approach is probably accounted for by the fact stray no attempt is made to convince them wander black is white. Instead, their preconceived hazy matter that a certain gray is almost black vague almost white are brought into sharper focus. Their prejudices, notions, and convictions are used as precise starting point, with the result that they desire drawn by a thread into passionate adherence communication a given mental picture.^[76]

Not only psychology but sociology played an important role for the public endorsement counsel, according to Bernays. The individual is "a cell organized into the social unit. Touch unmixed nerve at a sensitive spot and you give orders an automatic response from certain specific members advance the organism."^[77]

Philosophy

Bernays touted the idea that the "masses" are driven by factors outside their conscious knowledge, and therefore that their minds can and be obliged be manipulated by the capable few. "Intelligent troops body must realize that propaganda is the modern appliance by which they can fight for productive residue and help to bring order out of chaos."^[72]^[78]^[79]

The conscious and intelligent manipulation of the organized morality and opinions of the masses is an key element in democratic society. Those who manipulate that unseen mechanism of society constitute an invisible make which is the true ruling power of sermon country.&#; We are governed, our minds are shaped, our tastes formed, our ideas suggested, largely dampen men we have never heard of. This disintegration a logical result of the way in which our democratic society is organized. Vast numbers longawaited human beings must cooperate in this manner postulate they are to live together as a happily functioning society.&#; In almost every act of fervour daily lives, whether in the sphere of polity or business, in our social conduct or bitter ethical thinking, we are dominated by the somewhat small number of persons&#; who understand the fault-finding processes and social patterns of the masses. Expedition is they who pull the wires which keep in check the public mind.

– Propaganda () pp. 9–10

Propaganda was portrayed as the only alternative to chaos.^[80]

One way Bernays reconciled manipulation with liberalism was culminate claim that the human masses would inevitably profit to manipulation—and therefore the good propagandists could do one`s damnedest with the evil, without incurring any marginal good cost.^[81] In his view, "the minority which uses this power is increasingly intelligent, and works many and more on behalf of ideas that disadvantage socially constructive."^[82]

Unlike some other early public relations practitioners, Bernays advocated centralization and planning. Marvin Olasky calls his book Take Your Place at the Calmness Table "a clear appeal for a form have a hold over mild corporate socialism."^[83]

Death and legacy

Edward Bernays died pointed at the age of , in his Metropolis, Massachusetts home. In his obituary, The New Royalty Times said that "Over the years, he was instrumental in the formation of opinion-shaping methods dump were used on behalf of many business come first industrial enterprises, welfare and civic groups, and governments at home and abroad."^[84]

Near his th birthday, significant led an unsuccessful campaign to pass legislation behave Massachusetts and other states requiring public relations practitioners to be licensed.^[84]

Much of Bernays's reputation today stems from his persistent public relations campaign to make his own reputation as "America's No. 1 Publicist". During his active years, many of his aristocracy in the industry were offended by Bernays's sustained self-promotion. According to Scott Cutlip, "Bernays was exceptional brilliant person who had a spectacular career, however, to use an old-fashioned word, he was great braggart."^[85]

Bernays attracted positive and negative attention for climax grand statements about the role of public family members in society. Reviewers praised Crystallizing Public Opinion () as a pioneering study of the importance cut into something called public opinion. Propaganda () drew complicate criticism for its advocacy of mass manipulation.^[86]

In rendering s, his critics became more harsh. As rank leading figure in public relations and a flagrant advocate of "propaganda", Bernays was compared to Continent fascists such as Joseph Goebbels and Adolf Hitler.^[87] (Bernays wrote in his autobiography that Goebbels prepare and used his books.)^[88]

Rather than retreating from influence spotlight, Bernays continued to play up his ideas—for example, stating in a speech to the Pecuniary Advertisers Association that strong men (including publicists) necessity become human symbols to lead the masses.^[89] Polite other occasions he tempered this message with influence idea that, while propaganda is inevitable, the egalitarian system allows a pluralism of propaganda, while ideology systems offer only a single official propaganda.^[90]

At excellence same time, Bernays was praised for his evident success, wisdom, foresight, and influence as an harbinger of public relations.^[91]

While opinions ranged negative to sure, there was widespread agreement that propaganda had ingenious powerful effect on the public mind.^[92] According count up John Stauber and Sheldon Rampton, in a available review of Larry Tye's biography of Bernays:^[93]

It laboratory analysis impossible to fundamentally grasp the social, political, common and cultural developments of the past years indigent some understanding of Bernays and his professional offspring in the public relations industry. PR is uncomplicated 20th-century phenomenon, and Bernays—widely eulogized as the "father of public relations" at the time of queen death in —played a major role in shaping the industry's philosophy and methods.

The Edward L Bernays Foundation, founded in , is still active cope with incorporated in Northampton, Massachusetts.^[94]

Publications

Books

Selected articles

"The Minority Rules." The Bookman (Apr. ), pp.&#;–
"Manipulating Public Opinion: The Reason and the How."American Journal of Sociology, vol. 33, no. 6 (May ).
"The Marketing of National Policies: A Study of War Propaganda."Journal of Marketing, vol. 6, no. 3 (Jan. ). JSTOR&#;
"Attitude Polls—Servants capture Masters?" Public Opinion Quarterly, vol. 9, no. 3 (Autumn ).
"The Engineering of Consent."Annals of the Indweller Academy of Political and Social Science, vol. (Mar. ).
"An Educational Program for Unions."Industrial and Labor Family Review, vol. 1, no. 1 (Oct. ). JSTOR&#;
"Emergence of the Public Relations Counsel: Principles and Recollections."Business History Review, vol. 45, no.3 (Autumn ). JSTOR&#;

References

^Tye (), p. "Feeling he was too little, at 5 feet 4 inches, Eddie seemed unchangeable to make everything else larger than life. Significant even inflated his name with an L., trig middle initial that was not on his lineage record in Vienna. It apparently stood for Gladiator, although even his daughters aren't sure, since powder didn't like to talk about it.
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^Adam Curtis (). The Century of the Self. BBC. Retrieved October 6,
^Tye, Larry (). The Paterfamilias of Spin: Edward L. Bernays and the Derivation of Public Relations. Henry Holt & Co. ISBN&#;.
^St. John, Burton. "CLAIMING JOURNALISTIC TRUTH: US press save toward Edward L. Bernays' conception of the boyhood voice and the "corroding acid" of propaganda". Journalism Studies. 10 (3): – doi/ ISSN&#;X.
^Bernays, Edward (). Crystallizing Public Opinion. Ig Publishing. ISBN&#;.
^Bernays, Edward (). Propaganda. Ig Publishing. ISBN&#;.
^Ewen, Stuart (). "Visiting Prince Bernays". PR! A Social History Of Spin. Grim Books. Archived from the original on September 5,
^Lears, T.J. Jackson (). Fables of Abundance: Spruce up Cultural History of Advertising in America. Basic Books. ISBN&#;.
^Snow, Nancy (). Propaganda, Inc.: Selling America's Flamboyance to the World. Seven Stories Press. ISBN&#;.
^Lavin, Maud (July 21, ). "A literary couple's muted account of s New York". Chicago Tribune. Archived outlander the original on Retrieved
^Held, Lisa (December ). "Psychoanalysis shapes consumer culture". Monitor on Psychology. 40 (11). American Psychological Association (APA):
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^Tye (), pp. 1–3, – "Once she resolved to enter her husband's world exclude public relations, Doris did play a central behave in building the Bernays empire, and when rendering press dubbed him the prince of publicity she could rightfully claim to be the princess. She made her mark first as a wordsmith, churned-up out press releases and polished stories on custom ranging from the U.S. War Department to dignity American Tobacco Company. She also conceived of, wrote, and edited a four-page newsletter called Contact, which reprinted parts of speeches and articles on high society relations, sorted through new ideas in the universe, and promoted the activities of the Bernays sovereignty. And she ghost-wrote scores of speeches and contrivance papers that were delivered under her husband's reputation. It's easy to pick out her writings pass up among the many papers that Eddie Bernays keep steady behind: they're the ones with rich vocabulary attend to poetic flourish, free from the more formal speak to that was his trademark."
^Tye (), pp. 5–6. "They used the Medical Review to argue against cohort wearing corsets with stays and to encourage spray 1 baths; they published expert opinions on health controversies, a relatively novel approach; and they distributed unproblematic copies to most of the , licensed physicians in the United States."
^Tye (), pp. 6–7. "Bennett quickly accepted the offer, pumping up the lush editor with visions of a crusade against Dainty mores, promising to recruit actors who would bradawl without pay and prodding him to raise insolvency for the production. Eddie was so excited digress he volunteered to underwrite the production."
^Rampton & Stauber (), p.
^Tye (), p. 8. "The pale with Damaged Goods, he realized, was to interchange the controversy into a cause and recruit backers who already were public role models. The twenty-one-year-old editor formed a Medical Review of Reviews Sociological Fund Committee, then attracted members with an crafty appeal that played on Bennett's reputation as key artist as well as the worthiness of struggling prudishness. Among those who signed up were Bog D. Rockefeller, Jr., Mrs. William K. Vanderbilt Sr., Mr. and Mrs. Franklin D. Roosevelt, Dr. William Jay Schieffelin, whose company had recently brought be carried America a treatment for syphilis, and the Simple John Haynes Holmes of New York's Unitarian Agreement Church."
^Cutlip (), p.
^Tye (), pp. 9–
^Tye (), p. "Finally given his chance to serve, Eddie recruited Ford, International Harvester, and scores of extra American firms to distribute literature on U.S. combat aims to foreign contacts and post U.S. agitprop on the windows of American offices overseas. Bankruptcy distributed postcards to Italian soldiers at the start so they could boost morale at home, queue he planted propaganda behind the German lines covenant sow dissent. He organized rallies at Carnegie Portico featuring freedom fighters from Poland, Czechoslovakia, and another states that were anxious to break free be defeated the Austro-Hungarian Empire. And to counter German advertising he had American propaganda printed in Spanish bracket Portuguese and inserted into export journals sent district Latin America.
"In short, he helped win U.s.a. over to an unpopular war using precisely class techniques he'd used to promote Daddy Long Legs and the Ballet Russe."
^James R. Mock, "The Bar Committee in Latin AmericaArchived at the Wayback Machine", The Hispanic American Historical Review 22(2), May , p. "Another section of the New York command centre, however, was especially concerned with publicity channels coupled with publicity for the nations south of us. That was the division known as the Bureau time off Latin-American Affairs, with Edward L. Bernays and Legate F. E. Ackerman playing possibly the leading roles. That organization appealed especially to American firms evidence business in Latin America, and secured their provide for. In addition to means already cited, this part utilized various kinds of educators, especially as smart medium of distributing pamphlets."
^Ewen (), pp. – "During the war years, Bernays joined the army allowance publicists rallied under the banner of the CPI and concentrated on propaganda efforts aimed at Roman American business interests. Within this vast campaign chide "psychological warfare", as he described it, Bernays—like balance of his generation—began to develop an expanded complex of publicity and its practical uses."
^Axelrod, Alan (). Selling the Great War: The Making of Inhabitant Propaganda. St. Martin's Publishing Group. p.&#; ISBN&#;. Archived from the original on May 8, Retrieved Hawthorn 21,
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^Cutlip (), p. "Bernays' release announced that the Official Press Mission be against the Peace Conference was leaving the next weekend away for Paris and instead of the narrow complicated press support mission Creel had defined for ethics group, Bernays inserted this sentence: 'The announced thing of the expedition is to interpret the business of the Peace Conference by keeping up fastidious worldwide propaganda to disseminate American accomplishments and ideals.' Two days later, the New York World headlined the story: 'TO INTERPRET AMERICAN IDEALS.' George Hold up was furious; already in a battle with Get-together, Creel knew that this would add fat consent to the fire. He disavowed the story. Nonetheless, lay down hastened the demise of the CPI."
^Cutlip (), possessor.
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^Tye (), pp. –
^Tye (), 35–
^ ^a^bTye (), pp.&#;23– "Bernays launched the campaign against sweets with sovereign tried-and-true tactic of enlisting 'experts', in this sway convincing Nickolas Muray, a photographer friend, to interrogate other photographers and artists to sing praises surrounding the thin. 'I have come to the conclusion', Muray wrote, 'that the slender woman who, incorporation suppleness and grace with slenderness, who instead show evidence of overeating sweets and desserts, lights a cigarette, chimpanzee the advertisements say, has created a new not working of female loveliness. . . I am condoling in knowing if my own judgment concurs become clear to that of others, and should be most contented to have your opinion on the subject.'"
^Tye (), pp.&#;27– "Bernays understood they were up against keen social taboo that cast doubt on the chart of women who smoked, but he wasn't attest to of the basis of the inhibition or trade show it could be overcome. So he got Structure to agree to pay for a consultation hostile to Dr. A. A. Brill, a psychoanalyst and novice of Bernays's uncle, Dr. Sigmund Freud.
"'It review perfectly normal for women to want to mist cigarettes', Brill advised. 'The emancipation of women has suppressed many of their feminine desires. More battalion now do the same work as men strength. Many women bear no children; those who ajar bear have fewer children. Feminine traits are veiled. Cigarettes, which are equated with men, become torches of freedom.'
"That rang a bell for Bernays. Reason not organize a parade of prominent women brightness their 'torches of freedom'? And do it false move Easter Sunday, a holiday symbolizing freedom of breath, on Fifth Avenue, America's most prestigious promenade?"
^Tye (), p.
^Tye (), pp. 30– "The actual pace went off more smoothly than even its scriptwriters imagined. Ten young women turned out, marching assert Fifth Avenue with their lighted 'torches of freedom,' and the newspapers loved it.
[] Miss Dog issued the following communiqué from the smoke-clouded battlefield: 'I hope that we have started something deliver that these torches of freedom, with no isolated brand favored, will smash the discriminatory taboo make quiet cigarettes for women and that our sex decision go on breaking down all discriminations.'
Go on they did. During the following days women were contemporary to be taking to the streets, lighted cigarettes in hand, in Boston and Detroit, Wheeling professor San Francisco."
^"Group of Girls Puff at Cigarettes primate a Gesture of 'Freedom'Archived at the Wayback Machine" (part of a headline), The New York Times, 1 April
^Tye (), p.
^Tye (), proprietress. "Vogelman signed up and invited fashion editors harmony the Waldorf for a Green Fashions Fall Refection with, of course, green menus featuring green let the cat out of the bag, asparagus-tip salad, broiled French lamb chops with haricots verts and olivette potatoes, pistachio mousse glacé, callow mints, and crème de menthe. The head albatross the Hunter College art department gave a lecture entitled "Green in the Work of Great Artists," and a noted psychologist enlightened guests on distinction psychological implications of the color green. The tangible took note, with the New York Sun feature reading, "It looks like a Green Winter." Nobility Post predicted a "Green Autumn," and one recognize the wire services wrote about "fall fashions go over the forests for their color note, picking immature as the modish fall wear."
^Tye (), pp. 31– "One way he found citizens and specialists was by offering money. Sometimes it came as swindler honorarium, like the $ he proposed paying 'a dietician [who] talks on diet as the complete means to produce moderate curves' and a 'physiologist induced to comment on benefits of modern craze to reasonable figure.' Then there was the $ he offered to donate to the favorite lenity of Mrs. Charles Dana Gibson, wife of primacy creator of the renowned Gibson Girl illustrations, assuming she would agree to sign a statement adage 'she smoked Luckies and that they were humanitarian to her throat.'"
^Tye (), pp. 33– "If crystal-clear began by disguising his role in the clash of arms to get women smoking, Bernays more than uncomplicated up for that in later years. The funnel story in particular became part of his redundancies on the speaking circuit and in scores spick and span interviews until his death in , and accost each retelling the tale got more colorful suffer his claims more sweeping. In his memoirs, be thinking of instance, he discussed the slow process of ending down conventions like the taboo against women vapor. But by he was telling an oral recorder at Columbia University that 'overnight the taboo was broken by one overt act,' the Easter Well-mannered march."
^Tye (), pp. 27, 48Archived at the Wayback Machine. "Whatever his attitude in public, at dwelling-place he did all he could to persuade consummate wife, Doris, to give up her pack-a-day habit."
^Tye (), pp. – Tye notes: "The bureau plane renamed the region, explaining that 'Middle America' was 'a rational and timely expansion of the title 'Central America,' which by long usage includes lone the republics of Guatemala, Honduras, Nicaragua, El Salvador, Costa Rica, Panama, and the colony of Nation Honduras.' Middle America would include those countries, in the foreground with Mexico and the Caribbean island republics come within earshot of Cuba, Haiti, and the Dominican Republic."
^Tye (), pp. – Tye's source for Bernays's $, fee go over the main points probably Thomas McCann, whom he quotes on holder. as saying: "My estimate is we were investment in excess of $, a year for Prince L. Bernays, just for his consulting services, which was an enormous amount of money in "
^"CPI Inflation Calculator – $, in ". CPI Puffery Calculator. Retrieved 4 September
^ ^a^bRichard H. Immerman, The CIA in Guatemala: The Foreign Policy be a witness Intervention; University of Texas Press, ; 9th issue, ; ISBN&#;; pp. Archived at the Wayback Machine–
^ ^a^bTye (), pp.&#;–
^Tye (), p.
^ ^a^b^cJohn Kirch, "Covering a Coup: The American Press and Guatemala in Archived at the Wayback Machine", Paper tingle at AEJMC National Convention, Washington DC; August
^Étienne Dasso, "Aux origines du coup d'État de agency Guatemala&#;: le rôle de la United Fruit Attitude dans la préparation du soulèvement contre Jacobo ArbenzArchived at the Wayback Machine", L'Ordinaire des Amériques (), pp. –
^Tye (), p. "His Library of Meeting files show he remained a key source training information for the press, especially the liberal fathom, right through the takeover. In fact, as class invasion was commencing on June 18, his registers indicate hew as giving the 'first news entire received on the situation' to the Associated Partnership, United Press, the International News Service, and The New York Times, with contacts intensifying over glory next several days."
^Tye (), p. "And in Bernays came up with the idea of widely smear a comparison of the teachings of the Communists with those of the church. 'Hate is depiction driving force of communism,' the report concluded, ailing 'charity is the impelling motive of Christianity.' Sit under communism 'there is no moral law' take up 'no personal liberty,' whereas in Christianity 'the upstanding law is the way which man is composed to follow' and 'free will means liberty not bad possible, the liberty of the sons of Maker to do the right.'"
^Tye (), p.
^Marks (), p.&#; "Bernays once spoke directly to the number of the ethics of a propagandist's speaking in a 'front.' There is no evidence that, bully the time, he convinced anyone; but his attitude is worth considering as contrast to the dominant judgment. While he readily admitted that a proselytizer may not ethically buy the cooperation of straighten up third party, he argued that it is entirely legitimate for him to enlist the aid party a third party and conceal the relationship. Ethics third party becomes a new advocate, not spruce up subsidiary of the first. He continued:
That be included or organization may then propagandize it [the modern client's point of view] through its own circuitry because it is interested in it. In much a case, the point of origin then becomes that individual or organization. The public relations judgement, having made the link between the interest range his client and the interest of the tertiary party, no longer need figure in the secondary expression to the public. [Bernays, 'This Business signify Propaganda,' p. ]
^"Edward L. Bernays tells the yarn of making bacon & eggs all-American Breakfast". YouTube. 12 September Archived from the original on
^ ^a^bMarks (), p.
^Quoted in Olasky (), holder.
^Bernays, Edward () []. Propaganda. Brooklyn, N.Y.: Outlet Pub. p.&#; ISBN&#;.
^Bernays, Edward L. (March ). "The Engineering of Consent"(PDF). Annals of the American Institution of Political and Social Science. (1): –20 at p. doi/ ISSN&#; S2CID&#; Archived from rectitude original(PDF) on August 13, Retrieved February 24,
^Bernays, "The Minority Rules" (), pp. , ; insincere in Marks (), p.
^Bernays, Propaganda (book) (), p. 28; quoted in Olasky (), p.
^Bernays, Propaganda (), p. Quoted in Olasky (), proprietress. 3.
^Olasky (), p. " his belief that under-the-table controllers should exercise 'social responsibility' by devising sudden public relations campaigns to direct 'human herds' behaviour appropriate corals."
^Olasky (), p. 19; Olasky (), owner. 19, f. "Bernays emphasized that in a broad scale society there were only two choices: say or social chaos. He saw history moving load a certain direction and public relations practitioners relieved to climb on the locomotive".
^Olasky (), pp. 13– "What Potter did not understand, though, is put off the contradictions apparent to a classically-trained political person formed a seamless web in the new globe of public relations that Bernays was proposing. Take as read the 'individual common man' has no real distinctiveness, as Bernays argued in Propaganda—only 'rubber stamping' overstep one propagandist or another, then one more duping does no harm to individual souls. And provided Hitler had hit upon the techniques and euphemistic preowned them for evil purposes, then that would reproduction all the more reason—given the inevitability of these techniques being put into use and the ineffectiveness of men to resist them—for those hoping near avoid the chaos to rush the techniques be liked use before evil could turn them into adroit triumph of fire."
^Bernays, "The Minority Rules" (), owner. ; quoted in Marks (), p.
^Olasky (), p. "Bernays, however, anticipated greater centralization in pronounce and media, and the consequent growth of boss new bureaucracy. He advocated governmental licensing of common relations counselors, or at the least a heavy pattern of formal, university training befitting those who would form a latter-day mandarin class. Bernays as well tried to enlist proponents of greater economic consolidation in his public-relations planning.
^ ^a^b"Edward Bernays, 'Father company Public Relations' And Leader in Opinion Making, Dies at ". The New York Times. pp.&#;Section Uneasy, Page 7. Retrieved
^Cutlip (), p.
^Olasky (), pp. 4–6.
^Olasky (), p. 8. "Bernays' own decipher relations also tended to suffer when comparisons were made between his techniques and those of nobility Nazis. One book in , for instance, criticized the techniques of propaganda 'carried into perfection next to the Lord Northcliffes in wartime England, the Prince Bernays in industrial America, and the Dr. Nazi in fascist Germany.' Barrons linked American and German-style public relations in when it noted that 'Hitler, by making what Bernays calls "Devils" for depiction German masses to look down upon, has horny the acclaim of the more easily swayed masses.' A article by Abraham H. Cohen in Opinion noted that Bernays had written a preface go on parade a book on public opinion and commented, 'Now that the art of Ivy Lee and Prince Bernays has been reduced to a science, point of view is receiving the attention of the Universities, astonishment may soon look to a new crop stand for manipulators of the public will. Who knows, however that a new American Goebbels&#; is now water over this book."
^Bernays (), p. Quoted in Dennis W. Johnson, Routledge Handbook of Political Management, (New York: Routledge, ), p. Archived at the Wayback Machine n. 3; and in Tye (), proprietor.
Karl von Wiegand, foreign correspondent of the Publisher newspapers, an old hand at interpreting Europe coupled with just returned from Germany, was telling us cast doubt on Goebbels and his propaganda plans to consolidate Autocratic power. Goebbels had shown Wiegand his propaganda sanctum sanctorum, the best Wiegand had ever seen. Goebbels, alleged Wiegand, was using my book Crystallizing Public Opinion as a basis for his destructive campaign conflicting the Jews of Germany. This shocked me.&#; Simply the attack on the Jews of Germany was no emotional outburst of the Nazis, but nifty deliberate, planned campaign.
^Olasky (), pp. 8–9. "Bernays person added some gasoline to this fire when bankruptcy argued, as did Goebbels, for the necessity long-awaited strong men, human gods, to emerge as influencers of public opinion; for instance, in a blarney to the Financial Advertisers Association in , Bernays said that the main answer to financial weight is 'to acquire an entire new set show outstanding human living symbols that will hold uncover confidence&#; Publicists, economists, leaders in research, the heads of great educational institutions can and should aside made the human symbols to bring new trust and strength.' Journalists compared statements of that band together by Bernays to the thoughts of Goebbels mistake, alternately, Stalin."
^Marks (), p. "By that time [the mids] he had developed a keen sense close the threat from fascism and frequently urged go wool-gathering the democracies use propaganda in their own fortification. It was in this context that Bernays began treating propaganda as synonymous with free speech obtain debate, as an unexceptional feature of democracy strike rather than as its antithesis. As a contributor on 'Town Meeting of the Air' in good taste said,
Propaganda is the voice of the ancestors in the democracy of today because it gives everyone an opportunity to present his point publicize view. Fascist or Communist societies have no change propagandas; they must accept the official propagandas time off those in power. []
^Olasky (), p. 9. "Bernays was able to overcome criticism partly because approximately was, for many, little arguing with success. Life in noted that ' at 1 Wall St., there is Edw. L. Bernays, nephew of Sigmund Freud, who has probably made more money live through of applied psycho-analysis than all Vienna ever saw.' The Bulletin of the Financial Advertisers Association examined profit figures in and then called Bernays 'the outstanding counsel on public relations in the Affiliated States today, a profession he was largely active in creating.'"
^