كيف يمكن أن تقنع الناس بفوائد التدخين والحرب؟ | الدحيح
New Media Academy Life・30 minutes read
Propaganda during WWI influenced US entry into the war, with Edward Bernays shaping public perceptions and later impacting American culture through marketing tactics, including rebranding Lucky Strike and promoting bacon as a breakfast staple. Bernays' focus on emotions over logic, desire creation, and manipulation of public opinion extended to his work with the United Fruit Company in Latin America, resulting in mixed success due to cultural disparities and local challenges.
Insights
- Wartime propaganda during World War I, orchestrated by President Woodrow Wilson and the Committee on Public Information, significantly influenced public opinion and led to the US declaring war in April 1917.
- Edward Bernays, a pioneer in modern advertising and public relations, utilized emotional appeal and psychoanalytic theories to shape public perceptions, revolutionizing marketing strategies that continue to impact consumer behavior and societal norms today.
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Summary
00:00
"Bernays: Father of Modern Advertising and PR"
- A telegram intercepted in January 1917 during World War I revealed German Foreign Minister Arthur Zimmermann's plan to persuade Mexico to join the Axis powers against the US.
- President Woodrow Wilson, who initially campaigned to keep the US out of war, was forced to declare war in April 1917 due to the escalating danger.
- To sway public opinion, Wilson established the Committee on Public Information, which controlled media narratives and produced films portraying Germans as a threat to US democracy.
- Propaganda during the war, like the "I Want You For US Army" poster, successfully influenced public opinion and led to US involvement in the war.
- Edward Bernays, a young man involved in wartime propaganda, became the father of modern advertising and public relations, using his skills to shape public perceptions.
- Bernays orchestrated a campaign to market Lucky Strike cigarettes to women by associating smoking with feminism and empowerment.
- Bernays' influence extended beyond wartime propaganda, as seen in his successful efforts to rebrand Lucky Strike cigarettes through the "Green Campaign."
- Bernays' impact on US lifestyle was profound, including shaping the traditional American breakfast by promoting bacon as a breakfast staple through strategic marketing tactics.
- Bernays' approach to marketing focused on appealing to emotions and perceptions rather than logic, utilizing experts like nutritionists to influence consumer behavior.
- Bernays' legacy continues to influence modern advertising and public relations practices, demonstrating the enduring impact of his innovative strategies.
09:59
Bernays: Shaping American Breakfast and Consumerism
- Bernays conducted an opinion poll for doctors, asking about the healthiness of having a light breakfast versus a decent breakfast.
- Doctors preferred a decent breakfast to replenish calories burned during sleep.
- Bernays used the poll results to market bacon and eggs as a healthy breakfast alternative.
- Bernays' campaigns were highly successful in changing American breakfast habits.
- Bernays influenced US culture by promoting increased consumption to boost the economy.
- Companies faced overproduction due to decreased consumer demand, leading to reduced profits.
- Bernays advocated for increasing consumption to maintain economic growth.
- Bernays introduced the concept of Planned Obsolescence to encourage more frequent purchases.
- Bernays focused on creating desire for products based on emotions rather than logical features.
- Bernays applied psychoanalytic theories to manipulate public opinion and control consumer behavior.
19:50
Bernays' Public Relations and United Fruit Company
- Bernays rebranded propaganda as Public Relations to change its negative connotations.
- He believed all democratic institutions required a public relations committee.
- Bernays' peak was in 1930 when he worked with the United Fruit Company.
- United Fruit used deceptive tactics in Latin America to grow bananas for export.
- Bernays aimed to improve United Fruit's image through campaigns like 'The Living Circle'.
- Despite Bernays' efforts, his propaganda failed in Latin America, leading to backlash.
- The US overthrew President Arbenz of Guatemala due to his agrarian reform plans.
- Bernays' propaganda techniques, successful in the US, did not work in Latin America due to cultural differences and daily struggles faced by the people.
