[Music] since the end of the 19th century America had become a mass industrial society with millions clustered together in the cities Bernays was determined to find a way to manage and alter the way these new crowds thought and thought to do this he turned the writings of his uncle Sigmund while in Paris Bernays had sent his uncle a gift of some Havana cigars in return Freud had sent him a copy of his general introduction to psychoanalysis Bernays read it than the picture of hippin irrational forces inside human beings fascinated him he wondered whether he might make money by manipulating the unconscious Bernays set out to experiment with the minds of the popular classes his most dramatic experiment was to persuade women to smoke at that time there was a taboo against women smoking and one of his early clients George Hill the president of the American tobacco corporation passed Bernays to find a way of breaking it a a brew was one of the first psychoanalysts in America and for large fee he told Bernays that cigarettes were a symbol of the penis and of male sexual power he told Bernays that if he could find a way to connect cigarettes with the idea of challenging male power then women would smoke because then they would have their own penises every year New York held an Easter Day parade to which thousands came and Bearnaise decided to stage an event then he persuaded a group of rich debutantes to hide cigarettes under their clothes then they should join the parade and as a given signal from him they were to light up the cigarettes dramatically Bernays then informed the press that he had heard that a group of suffragettes were preparing to protest by lighting up what they called torches of freedom he knew this will be a no cry and he knew that all of the photographer's would be there to capture this moment and so he was ready with a phrase which was torches of freedom and so here you have a symbol women young women debutantes smoking a cigarette in public with a phrase that means anybody who believes in this kind of equality pretty much has to support them in the ensuing debate about this because torches of freedom I mean what's on All American coins it's Liberty she's holding up the torch you see and so all of this is there together there's emotion there's memory there's a rational phrase even though it's using a lot of emotional elements it's a it's a phrase that works in a rational sense all of this is together and so the next day this was not just in all of the New York papers it was across the United States and around the world and from that point forward the sale of cigarettes to women began to rise he had made them socially acceptable with a single symbolic ad what Bernays had created was the idea that if a woman smoked it made her more powerful and independent an idea that still persists today [Music] made him realize that it was possible to persuade people to behave irrationally if you link products to their emotional desires and feelings the idea that smoking actually made women freer was completely irrational but it made them feel more independent it meant that irrelevant objects could become powerful emotional symbols of how you wanted to be seen by others any Brunei's saw the way to sell product was not to sell it to your intellect that you ought to buy an automobile but that you will feel better about it if you have this automobile I think he originated that idea that they weren't just purchasing something but they were engaging themselves emotionally or personally in the product or service there it's not you you think you need a new piece of clothing but you'll feel better with the piece of clothing that was his contribution in a very real sense we see it all over the place today but I think he originated the idea of the emotional connect to a product or service