Author: Edward L. BernaysPublisher:
ISBN:
Category : Advertising
Languages : en
Pages : 230
Book Description
Crystallizing Public Opinion
Author: Edward BernaysPublisher: Courier Dover Publications
ISBN: 0486836584
Category : Business & Economics
Languages : en
Pages : 147
Book Description
Famed as "the father of public relations," Edward Bernays pioneered the technique of working to change attitudes rather than just selling products. In this 1923 classic, the first book ever written about the public relations industry, he delineates the approaches that corporations and governments have taken for the past century to influence social tendencies. Crystallizing Public Opinion identifies the techniques employed by public relations professionals, from authoritative-sounding surveys to persuasive endorsements from opinion leaders, celebrities, and experts. Bernays — whose high-profile clients included Procter & Gamble, General Electric, CBS, NBC, and Time, Inc. — cites examples from his successful campaigns, including a physician-endorsed promotion of bacon as a healthy breakfast option. He quotes leading theorists on the role of herd mentality in the minds of the educated as well as the ignorant, and he explains the value of communicating the right facts at the right time to a targeted audience. Although technology has changed in the years since this book's debut, human nature has not, and these principles remain of timeless value to business and marketing professionals, students of public relations, and other readers.
Author: Edward L. BernaysCrystallizing Public Opinion
Author: Edward BernaysPublisher:
ISBN:
Category :
Languages : en
Pages : 0
Book Description
The Bare-Knuckled Truths of Edward Bernays You may not know Edward Bernays, but Edward Bernays knows you. His 1923 classic Crystallizing Public Opinion set down the principles that corporations and government have used to influence and manipulate public attitudes over the past century, and the mass media continues that practice today. This seminal work on how public opinion is created and shaped, offers a glimpse into the world of propaganda and advertising. Bernays, who believes the public behaves like a herd of animals, shows how ideas about what to eat, and how we should look and dress can easily be put into our heads. He outlines how the masses can be controlled in whatever way the influencer chooses. This original and complete edition includes a new Introduction by PEN Award-winning historian, Mitch Horowitz. By adapting the ideas that this pioneering PR strategist, who considered himself part of an intellectual and economic elite entitled to govern public opinion and global policy, governments and advertisers have been able to "regiment the mind." His work explains the popularity of today's TV news shout-fests and angry social media posts because, as Bernays observed, crowds love a contest. This crowd-contest dynamic fuels the hostile and sarcastic comment chains that populate Twitter, Facebook, and other social media outlets. We know that beliefs can gain sudden popularity based on the public's proclivity for seven factors: "flight-fear, repulsion-disgust, curiosity-wonder, pugnacity-anger, self-display-elation, self-abasement-subjection, parental-love-tenderness." Named as one of the 100 most influential Americans of the 20th Century by Life magazine, Bernays' clients included the American Tobacco Company, several U.S. presidents and the opponents of the Guatemalan revolution. This Austrian-born nephew of Sigmund Freud made a study of the different ways to use propaganda. "Crystallizing Public Opinion" was his first major effort to sell himself and his philosophy of public relations.
Crystallizing Public Opinion (Original Classic Edition)
Author: Edward BernaysPublisher: G&D Media
ISBN: 9781722502805
Category : Business & Economics
Languages : en
Pages : 234
Book Description
Edward Bernays' 1923 classic Crystallizing Public Opinion set down the principles that corporations and governments have used to influence public attitudes over the past century.
Author: Edward BernaysBiography of an Idea
Author: Edward L. BernaysPublisher: Open Road Media
ISBN: 1497698677
Category : Business & Economics
Languages : en
Pages : 965
Book Description
The father of public relations looks back on a landmark life spent shaping trends, preferences, and general opinion A twentieth-century marketing visionary, Edward L. Bernays brilliantly combined mastery of the social sciences with a keen understanding of human psychology to become one of his generation’s most influential social architects. In Biography of an Idea, Bernays traces the formative moments of his career, from his time in the Woodrow Wilson administration as one of the nation’s key wartime propagandists to his consultancy for such corporate giants as Procter & Gamble, General Electric, and Dodge Motors. While working with the American Tobacco Company, Bernays launched his now-infamous Lucky Strike campaign, which effectively ended the long-standing taboo against women smoking in public. With his vast knowledge of the psychology of the masses, Bernays was in great demand, advising high-profile officials and counseling the tastemakers of his generation. His masterful and at times manipulative techniques had longstanding influences on social and political beliefs as well as on cultural trends. Biography of an Idea is a fascinating look at the birth of public relations—an industry that continues to hold sway over American society.
Public Opinion
Author: Walter LippmannPublisher:
ISBN:
Category : Public opinion
Languages : en
Pages : 448
Book Description
In what is widely considered the most influential book ever written by Walter Lippmann, the late journalist and social critic provides a fundamental treatise on the nature of human information and communication. The work is divided into eight parts, covering such varied issues as stereotypes, image making, and organized intelligence. The study begins with an analysis of "the world outside and the pictures in our heads", a leitmotif that starts with issues of censorship and privacy, speed, words, and clarity, and ends with a careful survey of the modern newspaper. Lippmann's conclusions are as meaningful in a world of television and computers as in the earlier period when newspapers were dominant. Public Opinion is of enduring significance for communications scholars, historians, sociologists, and political scientists. Copyright © Libri GmbH. All rights reserved.
Public Relations
Author: Edward L. BernaysPublisher: University of Oklahoma Press
ISBN: 0806189827
Category : Business & Economics
Languages : en
Pages : 441
Book Description
Public relations as described in this volume is, among other things, society’s solution to problems of maladjustment that plague an overcomplex world. All of us, individuals or organizations, depend for survival and growth on adjustment to our publics. Publicist Edward L. Bernays offers here the kind of advice individuals and a variety of organizations sought from him on a professional basis during more than four decades. With such knowledge, every intelligent person can carry on his or her activities more effectively. This book provides know-why as well know-how. Bernays explains the underlying philosophy of public relations and the PR methods and practices to be applied in specific cases. He presents broad approaches and solutions as they were successfully carried out in his long professional career. Public relations is not publicity, press agentry, promotion, advertising, or a bag of tricks, but a continuing process of social integration. It is a field of adjusting private and public interest. Everyone engaged in any public activity, and every student of human behavior and society, will find in this book a challenge and opportunity to further both the public interest and their own interest.
Summary of Edward Bernays’s Crystallizing Public Opinion
Author: Milkyway MediaPublisher: Milkyway Media
ISBN:
Category : Study Aids
Languages : en
Pages : 13
Book Description
Buy now to get the main key ideas from Edward Bernays’s Crystallizing Public Opinion In Crystallizing Public Opinion (1923), Edward Bernays provides extensive explanations of the broad principles of the public relations profession. He seeks to recover the reputation of this field of study, helping readers to view it as a result of intellectual traditions. In his view, the goal of public relations is to facilitate public communications by crafting and maintaining a firm and direct simplification of complex social issues. He describes the public relations counsel as a social scientist who specializes in fully understanding the public opinion and knowing the means through which the public mind is influenced, touching on the subjects of propaganda, stereotypes, the press, and public interactions.
