Sublime

Bernays a continué les jolis coups de ce genre dans les années 1920, 1930 et 1940. Il a complètement révolutionné l’industrie publicitaire, inventant au passage les « relations publiques ». Payer des célébrités sexy pour qu’elles utilisent tel ou tel produit ? C’est une idée de Bernays. Publier des articles qui font discrètement de la pub pour une

Bernays ayudó muchísimo, sin duda, a mejorar la imagen de la compañía en los Estados Unidos, a volverla presentable ante los altos círculos políticos de Washington y a vincularla a los millonarios (que se ufanaban de ser aristócratas) en Boston.

Case Study #1 In the 1920s Edward Bernays was asked to help the American tobacco to promote smoking to women and break the taboo in which it was only acceptable for men to smoke. Edward Bernays sent a group of young women to march in the New York City parade and light up cigarettes in public; believe it or not, a very controversial behavior at the

This inversion approach became a staple of Bernays’s work. He used the descriptor “appeals of indirection”, and each time when “hired to sell a product or service, he instead sold whole new ways of behaving, which appeared obscure but over time reaped huge rewards for his clients and redefined the very texture of American life.”8

The public relations counsel must lift startling facts from his whole subject and present them as news. He must isolate ideas and develop them into events so that they can be more readily understood and so they can claim attention as news.

Since news is the newspaper’s backbone, it is obvious that an understanding of what news actually is must be an integral part of the equipment of the public relations counsel. For the public relations counsel must not only supply news—he must create news. This function as the creator of news is even more important than his others.

Abstract discussions and heavy fact are the groundwork of his involved theory, or analysis, but they cannot be given to the public until they are simplified and dramatized. The refinements of reason and the shadings of emotion cannot reach a considerable public. When an appeal to the instincts can be made so powerful as to secure acceptance in the