engineering the consent of the masses
He believed that the masses could be manipulated through a combination of media, advertising, and public relations, to accept new ideas, products, and behaviors.
individuals were not rational beings, but rather motivated by unconscious desires and emotions.
his work on behalf of the American Tobacco Company in the 1920s. At the time, smoking was considered taboo for women, and tobacco companies were struggling to find new markets for their products. Bernays’ solution was to create a public relations campaign that would make smoking socially acceptable for women.
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