https://www.youtube.com/watch?v=p8ERfxWouXs
https://en.wikipedia.org/wiki/Edward_Bernays
Of his many books, Crystallizing Public Opinion (1923) and Propaganda (1928) gained special attention as early efforts to define and theorize the field of public relations. Citing works of writers such as Gustave Le Bon, Wilfred Trotter, Walter Lippmann, and his own double uncle Sigmund Freud, he described the masses as irrational and subject to herd instinct—and outlined how skilled practitioners could use crowd psychology and psychoanalysis to control them in desirable ways....
Counsel on public relations[edit]
After returning to New York, Bernays opened a public relations business. In 1923 he published a book, "Crystallizing Public Opinion", outlining his profession, and taught a course at New York University. Both of these are considered firsts in the modern field of public relations.
Bernays, who pursued his calling in New York City from 1919 to 1963, styled himself a "public relations counsel". He had very pronounced views on the differences between what he did and what people in advertising did. A pivotal figure in the orchestration of elaborate corporate advertising campaigns and multi-media consumer spectacles, he nevertheless is among those listed in the acknowledgments section of the seminal government social science study "Recent Social Trends in the United States" (1933).[21]
Notable clients and campaigns[edit]
Further information: Public relations campaigns of Edward Bernays
Bernays’s famous corporate clients included Procter & Gamble, the American Tobacco Company, Cartier Inc., Best Foods, CBS, the United Fruit Company, General Electric, Dodge Motors, the fluoridationists of the Public Health Service, Knox-Gelatin, and innumerable other big names.
Bernays attempted to help Venida hair nets company to get women to wear their hair longer so they would use hairnets more. The campaign failed but did get government officials to require hairnets for some jobs.
Bernays worked with Procter & Gamble for Ivory-brand bar soap. The campaign successfully convinced people that Ivory soap was medically superior to other soaps. He also promoted soap through sculpting contests and floating contests because the soap floated better than competing products.
Bernays used his uncle Sigmund Freud's ideas to help convince the public, among other things, that bacon and eggs was the true all-American breakfast.[22]
In the 1930s, his Dixie Cup campaign was designed to convince consumers that only disposable cups were sanitary by linking the imagery of an overflowing cup with subliminal images of vaginas and venereal disease.[23]
He was publicity director for the 1939 New York World's Fair.[24]
Another selection from his papers, the Typescript on Publicizing the Physical Culture Industry, 1927: "Bernarr Macfadden", reveals Bernays' opinion of the leader of the physical culture movement. Yet another client, department store visionary Edward A. Filene, was the subject of the Typescript on a Boston Department Store Magnate. Bernays' Typescript on the Importance of Samuel Strauss: "1924 – Private Life" shows that the public relations counsel and his wife were fans of consumerism critic Samuel Strauss.[citation needed]