Propaganda dominated by the relatively small number of per- sons—a trifling fraction of our hundred and twenty million—who understand the mental processes and social patterns of the masses. It is they who pull the wires which control the public mind, who harness old social forces and contrive new ways to bind and guide the world. Propaganda by Edward Bernays. Dave Edwards. Propaganda by Edward Bernays A Review by David Edwards It does seem strange that Edward Bernays Public Relations bible should so blatantly bear the name 'Propaganda', it becomes apparent upon further inspection that Edward Bernays was attempting to reclaim the word from negative connotations.

Bernays in 1917
Born	November 22, 1891 Vienna, Austria-Hungary
Died	March 9, 1995 (aged 103)
Occupation	Public relations, advertising
Notable work	Crystallizing Public Opinion (1923), Propaganda (1928), Public Relations (1945), The Engineering of Consent (1955)
Spouse(s)	Doris E. Fleischman
Children	Doris Held^[2], Anne Bernays
Parent(s)	Ely Bernays Anna Freud
Relatives	Martha Bernays (aunt) Sigmund Freud (uncle) Isaac Bernays (great-grandfather)

Edward Louis Bernays (/bərˈneɪz/; German: [bɛɐ̯ˈnaɪs]; November 22, 1891 − March 9, 1995) was an Austrian-American pioneer in the field of public relations and propaganda, referred to in his obituary as 'the father of public relations'.^[3] Bernays was named one of the 100 most influential Americans of the 20th century by Life.^[4] He was the subject of a full length biography by Larry Tye called The Father of Spin (1999) and later an award-winning 2002 documentary for the BBC by Adam Curtis called The Century of the Self.

His best-known campaigns include a 1929 effort to promote female smoking by branding cigarettes as feminist 'Torches of Freedom' and his work for the United Fruit Company connected with the CIA-orchestrated overthrow of the democratically elected Guatemalan government in 1954. He worked for dozens of major American corporations including Procter & Gamble and General Electric, and for government agencies, politicians, and non-profit organizations.

Of his many books, Crystallizing Public Opinion (1923) and Propaganda (1928) gained special attention as early efforts to define and theorize the field of public relations. Citing works of writers such as Gustave Le Bon, Wilfred Trotter, Walter Lippmann, and his own double uncleSigmund Freud, he described the masses as irrational and subject to herd instinct—and outlined how skilled practitioners could use crowd psychology and psychoanalysis to control them in desirable ways.^[5]^[6]

2Career
3Notable clients and campaigns
- 3.5Tobacco
4Techniques
7Publications
9References

Family and education[edit]

Edward Bernays was born to a Jewish family,^[7] the son of Ely Bernays and Anna Freud Bernays. His great grandfather was Isaac Bernays, chief rabbi of Hamburg. Bernays was a 'double nephew' of Viennese psychoanalyst Sigmund Freud—by virtue of his mother, Freud's sister, and of his father's sister, Martha Bernays Freud, who married Sigmund.

The Bernays family moved from Vienna to the United States in the 1890s. Ely Bernays became a grain exporter at the Manhattan Produce Exchange, then sent for his wife and children.^[8]

In 1892, his family moved to New York City, where he attended DeWitt Clinton High School.^[9] In 1912 he graduated from Cornell University with a degree in agriculture, but chose journalism as his first career.^[10]

He married Doris E. Fleischman in 1922.^[11] Fleischman, a member of the Lucy Stone League, was public about keeping her last name, and her husband not only sanctioned but touted this fact. She was the first married woman to be issued a US passport without her husband's last name. Later, however, she changed her mind and her name, becoming Doris Bernays. By all accounts, Fleischman played a major though quiet role in the Bernays public relations business—including ghost-writing numerous memos and speeches, and publishing a newsletter.^[12]

Career[edit]

After graduating from Cornell, Bernays wrote for the National Nurseryman journal. Then he worked at the New York City Produce Exchange, where his father was a grain exporter. He went to Paris and worked for Louis Dreyfus and Company reading grain cables. By December of the same year^{[clarification needed]} he had returned to New York.^[10]

Medical editor[edit]

Following a meeting in New York with school friend Fred Robinson, Bernays became coeditor of Medical Review of Reviews and Dietetic and Hygienic Gazette in 1912. They took editorial positions in favor of showers and against corsets and distributed free copies to thousands of physicians across the country.^[13]

Two months later they took up the cause of Damaged Goods, an English translation of Les Avariés by Eugène Brieux. After publishing a positive review of the play, Bernays and Robinson wrote to its lead actor, Richard Bennett: 'The editors of the Medical Review of Reviews support your praiseworthy intention to fight sex-pruriency in the United States by producing Brieux's play Damaged Goods. You can count on our help.^[14] The play controversially dealt with venereal disease and prostitution—Bernays called it 'a propaganda play that fought for sex education.'^[15] He created the 'Medical Review of Reviews Sociological Fund Committee' and successfully solicited the support of such elite figures as John D. Rockefeller, Jr., Franklin Delano Roosevelt and Eleanor Roosevelt, Reverend John Haynes Holmes, and Anne Harriman Sands Rutherford Vanderbilt, wife of William Kissam Vanderbilt.^[16]^[17]

Press agent[edit]

After his foray into the world of theater, Bernays worked as a creative press agent for various performers and performances. Already, he was using a variety of techniques which would become hallmarks of his later practice. He promoted the Daddy Long Legs stage play by tying it in with the cause of charity for orphans. To create interest in Diaghilev's Ballets Russes, he educated Americans about the subtleties of ballet—and publicized a picture of Flore Revalles, wearing a tight-fitting dress, at the Bronx Zoo, posed with a large snake. He built up Enrico Caruso as an idol whose voice was so sensitive that comically extreme measures were taken to protect it.^[18]

World War I[edit]

After the US entered the war, the Committee on Public Information hired Bernays to work for its Bureau of Latin-American Affairs, based in an office in New York. Bernays, along with Lieutenant F. E. Ackerman, focused on building support for war, domestically and abroad, focusing especially on businesses operating in Latin America.^[19]^[20] Bernays referred to this work as 'psychological warfare'.^[21]^[22]

After fighting ended, Bernays was part of a sixteen-person publicity group working for the CPI at the Paris Peace Conference. A scandal arose from his reference to propaganda in a press release. As reported by the New York World, the 'announced object of the expedition is 'to interpret the work of the Peace Conference by keeping up a worldwide propaganda to disseminate American accomplishments and ideals.'^[23]^[24]

Bernays later described a realization that his work for the CPI could also be used in peacetime:

Edward Bernays Propaganda Book Pdf 2017

There was one basic lesson I learned in the CPI—that efforts comparable to those applied by the CPI to affect the attitudes of the enemy, of neutrals, and people of this count