CMN 3144 Lecture Notes - Lecture 4: Edward Bernays
21 May 2016
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Document Summary
Bernays was the first person to take floyd"s ideas about human being and use them to manipulate the masses. He showed american corporations for the first time how they could make people want things they didn"t need by linking mass produced goods to their unconscious desires. By satisfying people"s inner selfish desires one made them happy and thus docile which was the start of the old consuming self which has come to dominate our world today. Bernays set out to experiment with the minds of the popular classes. His most dramatic experiment was the persuade women to smoke. If bernays could connect cigarettes with the idea of challenging male power then women would smoke because then they would have their own penises. Symbol - young women debutant smoking in public. What bernays has created was the idea that if a woman smoked it made her more powerful and independentan idea that still persists today.
