Edward Bernays

Crystallizing Public Opinion

A revolutionary work on public relations and marketing by the provocative thinker who was dubbed the father of public relations
Few books have been as quietly powerful as Edward L. Bernays’s Crystallizing Public Opinion. First published in 1923, it is a groundbreaking and, as history has shown, influential guide to the most crucial principles of mass persuasion. Aimed at governments and corporations in the wake of World War I, this classic work combines crowd psychology with the pillars of psychoanalysis to argue the importance of public relations in democratic society. Citing far-reaching case studies from the resuscitation of a beleaguered magazine in New York to Lithuania’s campaign for global recognition, Bernays illustrates the burgeoning significance of his field in shaping public opinion while also laying out the crucial techniques for mobilizing broad-based support in an increasingly fragmented world.
Celebrated by PBS in its Books That Shook the World feature, Crystallizing Public Opinion occupies a fascinating place in history, defining both a concept and a system that were taken up by progressive social movements, corporate barons, and national governments alike.
205 printed pages
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    jurnal369has quoted14 days ago
    Bernays also originated the now familiar “global media event,” when he dreamed up “Light’s Golden Jubilee,” a world-wide celebratory spectacle honoring the fiftieth anniversary of the electric light bulb, sponsored—behind the scenes—by the General Electric Corporation.
    jurnal369has quoted14 days ago
    twenties, Bernays fathered the link between corporate sales campaigns and popular social causes, when—while working for the American Tobacco Company—he persuaded women’s rights marchers in New York City to hold up Lucky Strike cigarettes as symbolic “Torches of Freedom.” In October of 1929
    jurnal369has quoted14 days ago
    served as a foot soldier for the U.S. Committee on Public Information (CPI)—the vast American propaganda machine mobilized in 1917 to package, advertise and sell the war as one that would “Make the World Safe for Democracy.”

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