The Rise of Mass Industrial Society and the Influence of Edward Bernays

Introduction

• America transformed into a mass industrial society by the end of the 19th century.
• Millions of people clustered in cities.
• Edward Bernays aimed to manage and alter public thought based on psychoanalytical principles from his uncle, Sigmund Freud.

Bernays and Psychoanalysis

• Bernays sent cigars to Freud, who in return sent his book General Introduction to Psychoanalysis.
• Bernays was fascinated by the irrational forces inside humans described by Freud.
• He wondered if he could profit by manipulating the unconscious.

Experimentation with Public Minds

• Bernays set out to apply psychoanalytical techniques to influence the masses.
• His significant experiment involved changing public perception about women smoking.

Women and Smoking

• At the time, there was a taboo against women smoking.
• George Hill, President of the American Tobacco Corporation, hired Bernays to break this taboo.
• A.A. Brill, a psychoanalyst, suggested that cigarettes symbolized male sexual power.
• Bernays aimed to connect cigarettes with challenging male power to appeal to women.

The Easter Day Parade Stunt

• Bernays planned an event during New York's Easter Day parade.
• He convinced debutantes to hide cigarettes and light them up on his signal.
• Informed the press about a supposed suffragette protest branded as “torches of freedom.”
• The event was widely covered, linking smoking to women’s empowerment.

Impact of the Campaign

• The campaign made headlines across the U.S. and globally.
• Resulted in increased cigarette sales to women.
• Bernays made it socially acceptable for women to smoke through symbolic advertising.

Emotional Marketing

• Bernays showed it was possible to persuade people to act irrationally by appealing to their emotions and desires.
• Example: The idea that smoking made women freer and more independent, though irrational, was emotionally compelling.
• He demonstrated that products could be powerful emotional symbols.

Lasting Influence

• Bernays promoted the idea that selling products should appeal to emotions rather than intellect.
• His approach suggested that purchasing products was tied to personal and emotional engagement.
• Originated the concept of emotional connection to products or services, a prevalent marketing strategy today.

Conclusion

• Bernays’ work laid the foundation for modern public relations and marketing strategies.
• His methods highlighted the power of emotional appeal in influencing public behavior and perception.