How Consumer Propaganda Changed America

Summary

This script narrates the influential journey of Edward Bernays, the father of public relations and modern consumerism. From orchestrating the 'Torches of Freedom' campaign for Lucky Strike cigarettes in 1929 to shaping American consumer behavior, Bernays manipulated societal norms and desires, leading to the rise of consumer culture and planned obsolescence. Despite contributing to the 1929 stock market crash, his influence persisted post-Great Depression, showcasing his enduring impact on American society.

Takeaways

• 🚬 In 1929, women smoking was considered scandalous, and the 'Torches of Freedom' event during the Easter Sunday parade in New York City was a staged spectacle to normalize it, orchestrated by Edward Bernays for his client, Lucky Strike.
• 🎭 Edward Bernays, an Austrian immigrant and nephew of Sigmund Freud, used his understanding of psychoanalysis to pioneer modern consumerism and public relations, manipulating public opinion and desires.
• 🏆 Bernays was instrumental in promoting the U.S. war effort during WWI, using propaganda techniques that later translated into his work in advertising and public relations.
• 🚗 Bernays helped the automobile industry combat overproduction by marketing cars as symbols of status and sexuality, and by introducing the concept of planned obsolescence through annual model changes.
• 🥓 He also influenced food consumption by creating a demand for bacon through a campaign that involved getting physicians to endorse a larger breakfast, which included bacon as a healthier option.
• 👗 Bernays played a significant role in shaping fashion consumerism, using celebrity endorsements and fashion shows to create a desire for certain clothing lines and styles.
• 🟢 Bernays changed fashion trends by making the color green fashionable to help Lucky Strike sell more of their cigarettes, demonstrating his ability to influence social norms for commercial gain.
• 📈 His propaganda techniques were used to popularize retail investing, contributing to the stock market boom of the 1920s and the subsequent crash that led to the Great Depression.
• 🌐 Bernays' influence extended beyond individual products, helping to shape broader economic concepts like consumerism and market expansion theory, which have had lasting impacts on the American economy.
• 📉 Despite the economic collapse, Bernays' influence persisted, and he continued to shape public opinion and consumer behavior even after the Great Depression.

Q & A

What was the taboo associated with women smoking in the 1920s?

In the 1920s, women smoking was considered taboo as cigarettes were seen as accessories of corrupted women, prostitutes, and social outcasts.

How did Edward Bernays orchestrate the 'Torches of Freedom' event during the Easter Sunday parade in 1929?

Edward Bernays orchestrated the 'Torches of Freedom' event by having a group of fashionable debutants light up cigarettes in public, branding them as symbols of freedom, which was reported widely in newspapers as a protest, but was actually a propaganda stunt for his client, Lucky Strike.

Who was Edward Bernays' famous uncle and what was his contribution to the field of psychology?

Edward Bernays' uncle was Sigmund Freud, the father of psychoanalysis, whose work on the human subconscious, irrationality, and human desires greatly influenced Bernays' approach to public relations and marketing.

What was the role of Edward Bernays during World War I?

During World War I, Edward Bernays was part of the Committee on Public Information, tasked with selling America's war motives to the public at home and abroad, using propaganda techniques.

How did the concept of 'public relations' come into existence according to the script?

The concept of 'public relations' came into existence as a rebranding of propaganda by Edward Bernays, who sought a new term to describe his work in influencing public opinion after the negative connotations associated with propaganda in America.

What was the economic fear that corporate America faced after World War I?

The economic fear that corporate America faced after World War I was overproduction, where supply exceeded demand for goods and services, potentially leading to falling prices, dissolving profit margins, and economic downturns.

How did Edward Bernays contribute to the automobile industry's marketing strategies?

Edward Bernays contributed to the automobile industry by advising car companies to market cars not just as utility but as symbols of male sexuality and status, and by promoting annual design changes to create demand for new models, which led to the concept of planned obsolescence.

What was the 'green ball' event organized by Edward Bernays, and what was its purpose?

The 'green ball' was a star-studded event organized by Edward Bernays to make the color green fashionable, which was a strategy to increase the appeal of Lucky Strike's green and red packaging among women, thus expanding the market for the brand.

How did Edward Bernays influence the American breakfast culture?

Edward Bernays influenced the American breakfast culture by orchestrating a campaign that promoted a heavier breakfast as healthier, backed by 'independent' studies circulated in the press, which he had influenced. This led to the popularization of protein-rich breakfast items like eggs and bacon.

What was the impact of consumerism on the American economy during the 1920s as described in the script?

During the 1920s, consumerism was portrayed as the engine of economic growth, leading to rapid industrialization and an era of prosperity. However, it also contributed to overconfidence and excess borrowing, which eventually culminated in the Great Depression following the stock market crash of 1929.