| Uploader: | Bz2010_Photos |
| Date Added: | 02.07.2017 |
| File Size: | 6.69 Mb |
| Operating Systems: | Windows NT/2000/XP/2003/2003/7/8/10 MacOS 10/X |
| Downloads: | 30618 |
| Price: | Free* [*Free Regsitration Required] |
Propaganda Summary: 10 Best Lessons from Edward Bernays - blogger.com
Edward Bernays knew the same propaganda techniques used by governments in World War 2 could also be used by businesses. He knew a business with a good public relationship and reputation would be more successful. But the word “propaganda” was way too negative, even back then, so Bernays created the term “public relations.”. 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. Get e-Books "Propaganda" on Pdf, ePub, Tuebl, the time is perfect for a reprint of this classic work from Edward Bernays, the father of public relations and political spin and the man who designed the ad campaign that got the United States involved in World War I. Written in , this was the first book to discuss the manipulation of the.
Edward bernays pdf download
One man who did understand it was Sigmund Freud. Freud was the creator of modern psychology. Edward Bernays is now known as the father of public relations.
Public relations or PR is about creating understanding between the public and an idea, group or business. Today, we all know that large companies have a PR department. We know that politicians fight a war of propaganda every election. And today, edward bernays pdf download, you will learn some of the hidden secrets to creating both effective propaganda and public relations.
The Nazis in Germany wanted to spread the idea that Jewish people were inferior and parasites on society. So they designed posters that presented Jewish people as sneaky and rat-like or sick-looking fat bankers. On the other hand, other posters showed an ideal person in the eyes of the Nazis. Someone with blond hair, blue eyes, vibrant, strong and healthy. The communists in Russia and Fascists in Italy were using it, too.
And across the sea, American posters were also being painted. These posters sparked patriotic emotions inside American hearts and stirred hatred of the enemy. They painted images of good vs evil, with America as good. For example, this poster shows an American eagle attacking a snake which represents Japan, edward bernays pdf download. Edward Bernays defines public relations as an organized effort to create understanding between the public and some business, edward bernays pdf download or group.
The mother of public relations is propaganda. Propaganda is about creating images in the minds of millions edward bernays pdf download people at the same time. How do you do that? Well, first you must deeply understand how people work. This means if you put the right stimulus in front of millions of people, most of them will have the same reaction. People are disgusted by rats and bugs. They always have been and they probably always will be. Rats and bugs can carry diseases so we need to stay away from them.
This also means that people will automatically feel disgusted if they see an image of a rat or bug in propaganda. And the Nazis used these images very effectively. They painted Jews beside rats or Jews as rat-like humans so that people would start to associate disgust with Jewish people. In his speeches, when Hitler was talking about Jewish people, he always used words related to bugs, pests, and parasites to describe them… something that crawls over your skin and infects you from the inside.
You can read this excellent article about Hitler and disgust or watch the short video below from psychology professor Jordan Peterson:. People naturally hate snakes.
We are afraid of them and want to get rid of them. In the Bible, the ultimate enemy Satan shows up as a snake. If you want people to see someone as powerful, strong and visionary, then use a edward bernays pdf download people already associate with those qualities like an eagle or a lion. The fact is, every country is a machine that is too complicated for the average person to understand.
So we need someone else to highlight the most important issues for us. This makes the voting decision much easier. Edward Bernays calls the people who bring issues to the public attention The Invisible Government. We have voluntarily agreed to let an invisible government sift the data and high-spot the outstanding issue so that our field of choice shall be narrowed to practical proportions.
The conscious and intelligent manipulation of the organized habits and opinions of the masses is an important element in democratic society.
Those who manipulate this unseen mechanism of society constitute an invisible government which is the true ruling power of our country.
There are a group of people who direct the minds of most of the public. These are the politicians, journalists, religious leaders, and other influencers. Every election is a free and open competition of ideas.
This means the real people in power are those who know how to get public acceptance for their ideas. The invisible government shows people which issues are important and which direction is right. Edward Bernays knew the same propaganda techniques used by governments in World War 2 could also be used by businesses, edward bernays pdf download. He knew a business with a good public relationship and reputation would be more successful.
Public relations has grown because life is more and more complex. When you walk into a store today to buy toothpaste, you have dozens of choices. How do you know which one is good? So what would be edward bernays pdf download good public relations strategy for a toothpaste company?
If you sell the best toothpaste, then you have to educate the public as to WHY your toothpaste is the best:. If you do have the product that is best for people, then this type of education will create more customers for you.
And this propaganda can be spread not just through advertising, but also through dental clinics, schools, etc. Public relations is important because life is more complex than ever. Again, by public relations, we mean creating understanding between the public and some business, group or idea. Almost every product has dozens or hundreds of competitors. This is especially true online, edward bernays pdf download.
To stand out from the competition, a business now must also sell itself to the public and all the things it stands for. People are more likely to edward bernays pdf download from a company when they see it matches their own values. A few years ago, Nike had a scandal that exposed the bad conditions at some of their factories. People protested and wrote bad articles about Nike in the press.
But the scandal had a positive outcome, it caused Nike to make changes to improve the conditions in many of their factories. To learn more about the Nike success story, see my notes on the book Shoe Dog, written by the founder of Nike. With hundreds of choices at the store today, customers are becoming more and more selective.
Bernays says there are two methods for effective public relations. The first method he calls continuous interpretation, which is trying to control every detail the public sees about your company, edward bernays pdf download. High-spotting […] vividly seizes the attention of the public and fixes it upon some detail or aspect which is edward bernays pdf download of the entire enterprise. When a real estate corporation which is erecting a tall office building makes it ten feet taller than the highest skyscraper in existence, that is dramatization.
It was a powerful symbol that gave the project a mystique that captivated people. Blendtec makes a very powerful blender. In these videos, they blend everything from iPhones to DVDs to golf balls. People watch the videos because of curiosity, but they leave with the impression that Blendtec makes powerful products. After all, they can blend anything!
And the proof is in the results, edward bernays pdf download. Have you ever heard of the Halo Effect? For example, studies have shown that people usually judge attractive people as more intelligent. Their good looks cast a halo and people assume they have other positive qualities, too. Apple became a huge success because of its breakthrough the iPod.
When the iPod became a hit about 10 years ago it captured A staggering piece of the digital music pie. Nobody could even remember who was second place. Well, a surprising thing happened. And Apple had spent almost no money advertising their computers! Their marketing budget was all spent on their iPods. Spread the message about your best product far and wide, and your other products will benefit as edward bernays pdf download. Choose your most popular product and market the hell out of it like Apple.
Three hundred years ago, people lived in villages and they exchanged ideas by talking to each other. Communities were local and geographic. The leader of the community may have been the local priest. Today ideas can be exchanged over any distance. There are magazines, newspapers, and TV shows. Most importantly, the internet now means you can exchange ideas with other edward bernays pdf download instantly.
This means today people can be part of the same community or group even if they live far apart, edward bernays pdf download. Bernays says to create effective propaganda, you must think of society not only as individuals.
You have to see it as a collection of overlapping groups. Each individual is a loyal member or follower of a few social groups. He may belong to a political organization, a religious organization, a professional organization related to his career.
The Century of the Self (Full Documentary)
, time: 3:54:44Edward bernays pdf download
Nov 02, · Bernays Propaganda by Edward Bernays. Topics Propaganda Collection opensource. Propaganda. Addeddate If you read the last paragraph of this book you’ll see that Edward Bernays talks about the same thing. The only difference is the technology used to hack into our minds. PDF download. download 1 file. PDF WITH TEXT download. download. Jan 27, · Public relations, Edward L. Bernays and the American scene_ annotated bilbiogrpahy of, and reference guide to writings by and about Edward L. Bernays from to download. Edward Bernays knew the same propaganda techniques used by governments in World War 2 could also be used by businesses. He knew a business with a good public relationship and reputation would be more successful. But the word “propaganda” was way too negative, even back then, so Bernays created the term “public relations.”.
No comments:
Post a Comment