By Promise Odejide
Edward Bernays was a visionary who revolutionized the field of public relations and propaganda in the 20th century. He was the first to apply the insights of psychology and sociology to influence public opinion and behavior. He was also the man behind some of the most successful and controversial campaigns in history, including the one that made millions of women smoke cigarettes.
Bernays was born in Vienna in 1891, but moved to the United States with his family when he was a child. He was the nephew of Sigmund Freud, the founder of psychoanalysis, and he was fascinated by his uncle's theories of the unconscious mind and human motivation. He studied at Cornell University, where he earned a degree in agriculture, but soon switched to journalism and public relations.
He started his career as a press agent for various celebrities, politicians, and corporations. He also served as a propaganda adviser for the U.S. government during World War I, helping to shape public opinion in favor of the war effort. After the war, he opened his own public relations firm, where he applied his skills and knowledge to a variety of clients and causes.
One of his most famous and influential campaigns was for the American Tobacco Company in the 1920s. At that time, it was considered taboo for women to smoke in public, and the company was losing a huge share of the market. Bernays was hired to change this situation and persuade women to start smoking.
He did this by conducting a psychological analysis of the social and cultural factors that discouraged women from smoking. He found out that cigarettes were seen as a symbol of male power and independence, and that women who smoked were considered unfeminine and rebellious. He also learned that women were becoming more emancipated and assertive, demanding equal rights and opportunities with men.
Bernays decided to use these findings to create a new image for cigarettes, one that appealed to women's desire for freedom and equality. He coined the term "Torches of Freedom" to describe cigarettes, and he staged a publicity stunt that made headlines around the world.
He hired a group of young women to march in the New York City Easter Day parade, wearing fashionable clothes and accessories. He instructed them to light up cigarettes at a given signal, and to tell the reporters that they were lighting "Torches of Freedom" as a gesture of protest against male oppression. He also arranged for photographers to capture the scene and spread it across newspapers and magazines.
The stunt was a huge success. It generated massive media attention and public interest, and it created a positive association between cigarettes and women's liberation. It also sparked a social trend among women who wanted to emulate the "Torches of Freedom" marchers. As a result, cigarette sales among women skyrocketed, and the American Tobacco Company gained a loyal and profitable customer base.
Bernays' campaign was not only effective, but also innovative and creative. He used psychological research, social engineering, mass media, and emotional appeal to create a powerful message that resonated with his target audience. He also anticipated and exploited the cultural changes that were taking place in society, such as the rise of feminism and consumerism.
Bernays' campaign for the tobacco company is just one example of his many achievements in public relations. He also worked for other major corporations, such as Procter & Gamble, General Electric, United Fruit Company, among others. He helped them improve their image, reputation, and sales by designing strategies that aligned with their goals and values.
He also worked for various government agencies, politicians, nonprofit organizations, and social movements. He helped them shape public opinion and behavior on issues such as water fluoridation, food consumption, democracy promotion, civil rights, among others. He used his skills and knowledge to serve different causes and interests, sometimes even conflicting ones.
Bernays was not only a practitioner of public relations, but also a theorist and an educator. He wrote several books on the subject, such as Crystallizing Public Opinion (1923), Propaganda (1928), Public Relations (1945), The Engineering of Consent (1955), among others. He defined and explained the principles and methods of public relations, as well as its ethical implications and social consequences.
He also taught at various universities, such as New York University, Columbia University, Harvard University, among others. He shared his experience and wisdom with students and professionals who wanted to learn from him. He inspired generations of public relations officers and communicators who followed his footsteps.
Bernays died in 1995 at the age of 103. He left behind a legacy that is still relevant and influential today. He is widely regarded as the father of public relations and one of the most influential Americans of the 20th century. He is also a role model for public relations officers and communicators who want to master the art and science of persuasion.
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