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In (1928), Bernays argued that the manipulation of public opinion was a necessary part of democracy. Through the use of mass production, big business could fulfill constant craving of the inherently irrational and desire driven masses, simultaneously securing the niche of a mass production economy (even in peacetime). Bernays' vision was of a utopian society, in which the dangerous libidinal energies that lurked just below the surface of every individual could be harnessed and channeled by a corporate elite for economic benefit. Bernays, was a philosopher of promotion, and it was probably that philosophical quality, evident in his writings and speeches, which enabled him to impart to his own efforts and to the field more generally a sense of stature, scope and profundity. In addition to his uncle Freud, Bernays also used the theories of Ivan Pavlov.īernays, pursued his calling in NYC & styled himself a "public relations counsel. He sent the results of the survey to 5,000 physicians, along with publicity touting bacon and eggs as a heavy breakfast. I n order to promote sales of bacon, for example, he conducted a survey of physicians and reported their recommendation that people eat heavy breakfasts. "If you can influence the leaders, either with or without their conscious cooperation, you automatically influence the group which they sway", he said. One of Bernays' favorite techniques for manipulating public opinion was the indirect use of "third party authorities" to plead his clients' causes. He held the first Public Relations course at the University of New York in 1923, publishing the first groundbreaking book on public relations entitled Crystallizing Public Opinion that same year. In 1919, he opened an office as Public Relations Counselor in New York. Bernays pioneered the PR industrie's use of psychology and other social sciences to design its public persuasion campaigns: Bernays, worked to influence public opinion towards supporting American participation in World War I. Bernays was a essential member of the committee and played a vital role in Americas participation it WW1. In 1917, US President Woodrow Wilson founded the Committee on Public Information.
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His father was Ely Bernays, brother of Freud's wife Martha Bernays.īernays began his career as Press Agent in 1913, counseling to theaters, concerts and the ballet. Family- Born to Jewish parents, Bernays was a doublenephew of psychoanalysis pioneer Sigmund Freud. Occupation- Public relations, Advertising. Born- NovemVienna, Austria Died- Ma(age 103) Cambridge(MA), UnitedStates