. Born: November 22, 1891 in Vienna Austria. Died: March 9, 1995 in Cambridge, Massachusetts.
Parents: Ely Bernays and Anna Freud. Spouse: Doris Fleishman (married 1922). Education: Cornell University. Notable Published Works: Crystallizing Public Opinion (1923), Propaganda (1928), Public Relations (1945), The Engineering of Consent (1955). Famous Quote: 'Whatever of social importance is done today, whether in politics, finance, manufacture, agriculture, charity, education, or other fields, must be done with the help of propaganda.' (from his 1928 book Propaganda).
Article Information, PDF download for The Engineering of Consent, Open epub for The Engineering of Consent. Those who manipulate this unseen mechanism of society constitute an invisible government which is the true ruling power of our country.' -Edward Bernays, PropagandaA seminal and controversial figure in the history of political thought and public relations, Edward Bernays (1891-1995), pioneered the scientific technique of shaping.
His position at the Medical Review of Reviews led to his first foray into public relations. He heard that an actor wanted to produce a play that was controversial, as it dealt with the subject of venereal disease. Bernays offered to help and essentially turned the play into a cause, and a success, by creating what he called the 'Sociological Fund Committee,' which enlisted notable citizens to praise the play. After that first experience, Bernays began working as a press agent and built a thriving business.
A wildly successful campaign was devised by Bernays for a longtime client, Procter & Gamble for its Ivory Soap brand. Bernays devised a way of making children like soap by initiating soap carving contests. Children (and adults, too) were encouraged to whittle bars of Ivory and the contests became a national fad. A about the company's fifth annual soap sculpture contest mentioned that $1,675 in prize money was being awarded, and many contestants were adults and even professional artists. The contests continued for decades (and instructions for soap sculpture are still part of Procter & Gamble promotions).
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