EDWARD BERNAYS
Edward Bernays is considered the father of modern public relations and one of the most influential figures in American culture during the 20th century. Born in 1891 in Vienna, Austria, Bernays moved to the United States with his family at a young age and eventually became a leading figure in the fields of advertising and public relations.
Bernays' impact on American culture was significant. He pioneered the use of psychological techniques to influence public opinion and behavior, and he was a master at shaping the public's perception of products, brands, and ideas. He believed that people could be made to want things they didn't need or even necessarily want, and that public opinion could be manipulated through clever use of media and propaganda.
One of Bernays' most famous campaigns was his work for the American Tobacco Company in the 1920s. At the time, smoking was still seen as a taboo and mostly done by men. Bernays was hired to help increase sales of Lucky Strike cigarettes to women, and he came up with the idea of associating smoking with women's liberation. He staged a public relations stunt where he got a group of debutantes to march in the New York City Easter Parade while smoking cigarettes, calling the cigarettes "torches of freedom." The campaign was wildly successful and helped make smoking socially acceptable for women, which led to a significant increase in cigarette sales.
Bernays' work wasn't limited to advertising, however. He was also a key player in shaping public opinion around political issues. During World War I, Bernays worked for the Committee on Public Information, which was responsible for promoting the war effort and demonizing Germany. After the war, he continued to work for the government, including as a consultant for President Calvin Coolidge.
Bernays' influence extended beyond American borders as well. In the 1930s, he was hired by the United Fruit Company to help the company maintain its influence in Central and South America. He was instrumental in convincing the American public and politicians that the United States needed to support the company's interests in the region, even if it meant overthrowing democratically elected governments.
Unfortunately, Bernays' work also had a dark side. His techniques were later used by the Nazi regime in Germany to manipulate public opinion and justify their actions. Bernays' own Jewish background made this connection all the more ironic. He initially believed that his work could be used for good, but he later expressed regret over the way his techniques had been misused by the Nazis.
In the end, Edward Bernays' influence on American culture and beyond cannot be overstated. He changed the way people think about advertising and public relations, and his legacy can still be seen in the way modern marketing and political campaigns are run. However, his work also serves as a cautionary tale about the dangers of using psychology to manipulate public opinion, especially in the hands of those with less-than-noble intentions.
