Olivia's Blog

“The Century of Self”

Edward Bernays changed the world of public relations in the early 1900’s. As a matter of fact, Bernays basically invented public relations. At the end of World War I, America was basically a society that depended on production. Bernays changed this and altered the future of the country.

Bernays was the nephew of Sigmund Freud. He used his uncle’s knowledge to his advantage and was able to manipulate the masses. His desire was to alters the ways an industrial society felt and thought. To do this, Bernays focused on what moved people’s irrational unconscious. By doing this, Bernays was able to convert America from an industrial/production society to a consumer society. Bernays pointed out that those who control the means of production, control the message. People quickly began to accept all that they saw and heard.

One of Bernays most famous campaigns centered on women and cigarettes. Tobacco companies were advertising to women to gain more customers and they employed Bernays to head the crusade. He promoted cigarettes as a penis which was metaphorical for power. Women could now share the control with men—but only if they smoked. It was a “torches of freedom” movement. Cigarettes become socially acceptable because of the advertising associated with it.

The work of Bernays has continued into society today. His effect on society is not lost. In World War II, propaganda was important on the home front. With men off fighting the war, companies needed employees to continue running. To do this, they employed women. To get women involved however, they needed propaganda. For propaganda, they needed Bernays. More women were employed during World War II then ever before because of advertisements. Today, propaganda and advertising are an intricate part of society. We use skinny girls, sexy guys, flashing words, and cultural issues to advertise. We use items that hit home because we know that is what pulls at every emotion.

Bernays created the world we know today. He was the first advertiser and the inventor of public relations. He was the father of expression and consumerism. He changed society into what we know today. We are a consumer based society—we all have computers, televisions, cars, Ipods, DVD players, cell phones, etc… There has been no one since Bernays that has altered our society so much.