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| - Edward Louis Bernays was the nephew of Sigmund Freud and one of the fathers of modern advertising (known in the beginning of the 20th century as simply 'propaganda'). His methods involved the psychoanalytical theories of his uncle - exploiting the subconscious and playing on unconscious desires - not just for marketing purposes, but also for shaping public opinion. He was an advisor to several United States Presidents, including Woodrow Wilson and Calvin Coolidge.__TOC__
- Edward Bernays (November 22, 1891 - March 9, 1995) is regarded by many as the "father of public relations," although some people believe that title should be shared with other early PR practitioner, such as Ivy Lee. Bernays drew upon his uncle Freud's psychoanalytic ideas for the benefit of commerce in order to promote, by indirection, commodities as diverse as cigarettes, soap and books.
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| abstract
| - Edward Louis Bernays was the nephew of Sigmund Freud and one of the fathers of modern advertising (known in the beginning of the 20th century as simply 'propaganda'). His methods involved the psychoanalytical theories of his uncle - exploiting the subconscious and playing on unconscious desires - not just for marketing purposes, but also for shaping public opinion. He was an advisor to several United States Presidents, including Woodrow Wilson and Calvin Coolidge.__TOC__
- Edward Bernays (November 22, 1891 - March 9, 1995) is regarded by many as the "father of public relations," although some people believe that title should be shared with other early PR practitioner, such as Ivy Lee. Born in Vienna, Bernays was both a blood nephew and a nephew-in-law to Sigmund Freud, the father of psychoanalysis, and Bernays's public relations efforts helped popularize Freud's theories in the United States. Bernays also pioneered the PR industry's use of psychology and other social sciences to design its public persuasion campaigns. "If we understand the mechanism and motives of the group mind, is it not possible to control and regiment the masses according to our will without their knowing about it? The recent practice of propaganda has proved that it is possible, at least up to a certain point and within certain limits." (Propaganda, 2005 ed., p. 71.) He called this scientific technique of opinion-molding the "engineering of consent." One of Bernays' favorite techniques for manipulating public opinion was the indirect use of "third party authorities" to plead for his clients' causes. "If you can influence the leaders, either with or without their conscious cooperation, you automatically influence the group which they sway," he said. In order to promote sales of bacon, for example, he conducted a survey of physicians and reported their recommendation that people eat hearty breakfasts. He sent the results of the survey to 5,000 physicians, along with publicity touting bacon and eggs as a hearty breakfast. Bernays drew upon his uncle Freud's psychoanalytic ideas for the benefit of commerce in order to promote, by indirection, commodities as diverse as cigarettes, soap and books.
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