Harper Long
Section 304, Jiun- Yi Tsai
October 21, 2013
Edward
Bernays’ link to being Sigmund Freud’s nephew is unnecessary. This eye-catching
claim does not need to be used to sell Bernays to the reader. Bernays identified
that public opinion was formed from a select few individuals of the total
population and introduced the term as public relations. He realized that this
power is necessary in a democratic society because we must limit the number of
opinions and options that individuals have to a practical number so that we can
live as a cohesive unit. This statement appears to stand true in regards to
American government today, where we are mainly represented by three major political
parties: republicans, democrats and independents. Edward Bernays’ views on the
influences of public relations are a reliable source based on his many
successes in public relations throughout his lifetime.
Edward
Bernays was born in Vienna in 1891 and later moved to the United States, where
he attended Cornell University. After he worked on American government World
War I propaganda, he realized that his efforts could be used in a different
manner.
Bernays sold bacon
and eggs to the American public as the ideal breakfast. He succeeded in increasing
bacon sales by selling bacon with the support of medical professionals claiming
that a “hearty breakfast” was a better way to start your day than a light
breakfast (Spiegel), essentially changing the way that Americans ate breakfast.
Another example of Bernays’ success in public relations was his work with Ivory
soap. He reinvented the appeal of soap to children by holding soap-carving
competitions. Furthermore, Bernays worked with acclaimed companies including General
Electric Company, General Motors Corporation, and CBS. Bernays’ influential
work continues to be seen today.
Bernays’
book, Propaganda, was first published
in 1928, stating that government and corporations control the public, still
stands to be true today, only now it is not so hidden to society. Initially,
Bernays efforts were educationally driven, where he was developing this idea
and revealing to the public the truth about how we think and act. The efforts
that the book takes on today reflect the same motives. Propaganda’s publisher, Ig Publishing is known for printing
progressive and cultural nonfiction, which fits this topic well, as it is a
progressive idea for one to blatantly state that this Democratic society is
governed by a select few. The new introduction, was written by Mark Crispin
Miller, a New York University professor with special interests in modern
propaganda, claims this book to be an “essential read for all who wish to
understand how power is used by the ruling elite.” However, some critics
believe the book is not relevant today because Bernays’ claims are all common
sense (Veritas). His ideas are very prevalent to today’s society with the major
influence of mass media on society. Individuals must recognize the affect that
the ruling power has on their knowledge to better understand the society they
are living in. Edward Bernays insights are legitimate, which leads to
confidence in his work by the public.
References
Bernays,
E. (2004). Propaganda. Brooklyn, NY:
Ig Publishing.
(March
10, 1995). “Edward Bernays, 'Father of
Public Relations' And Leader in Opinion Making, Dies at 103.” The New York Times. Retrieved from
https://www.nytimes.com/books/98/08/16/specials/bernays-obit.html
Miller, M. (2004). Introduction. In Edward Bernays, Propaganda. Ig Publishing.
Spiegel,
A. (April 22, 2005). "Freud's Nephew and the Origins of Public
Relations." NPR. Retrieved from http://www.npr.org/templates/story/story.php?storyId=4612464
Veritas.
(June 1, 2013). Pretty Basic. [Review of the book Propaganda by E. Bernays]. Amazon, http://www.amazon.com/Propaganda-Edward-Bernays/product-reviews/0970312598/ref=cm_cr_pr_hist_3?ie=UTF8&filterBy=addThreeStar&showViewpoints=0&sortBy=bySubmissionDateDescending
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