Edward Bernays, a name that may not instantly ring a bell for many, was a true pioneer in the field of public relations. However, behind his innovative facade lies a story shrouded in manipulation and questionable ethics. 

Born in Vienna, Austria in 1891, Bernays had a lineage that could rival any Hollywood family tree. But what truly set him apart was his connection to his uncle, none other than Sigmund Freud, the founding father of psychoanalysis. With such an influential relative, it’s no wonder that Bernays would be driven to explore the intricacies of human behavior and harness them for his own purposes.

In 1912, Bernays set foot in the land of opportunities, the United States, to study psychology at the University of Chicago. After graduating, he dabbled in journalism before founding his own public relations firm, aptly named “Bernays & Co,” in 1923. Little did the world know that an era of cunning propaganda was about to be unleashed.

Bernays possessed a remarkable ability to manipulate public opinion, employing tactics that would make even the most skilled magician envious. One of his favorite tools was leveraging celebrity endorsements and expert testimonials to lend credibility to his clients’ offerings. After all, what better way to influence the masses than by having a familiar face vouch for a product or service?

But Bernays didn’t stop there. His secret weapon? The power of symbols. He understood the weight of associations and shamelessly linked his clients’ offerings to positive images through symbols. Prepare yourself for an intriguing tale of cigarettes and female empowerment, where Bernays masterfully combined the two to make smoking a symbol of women’s liberation. A move that was undoubtedly clever, though some might argue it was a tad shady.

Creating social movements out of thin air was also part of Bernays’ repertoire. He had the audacity to manufacture the “smoker’s rights” movement, solely to promote cigarettes. It takes a certain level of boldness to concoct an entire movement for personal gain, but Bernays was always one to push boundaries.

The impact of Bernays’ crafty manipulation extended far beyond his own time. He was responsible for popularizing products that have become household names, such as cigarettes, canned soup, and bacon. Furthermore, he played a significant role in shaping public opinion on pivotal issues like women’s suffrage and birth control. Clearly, Bernays knew how to effectively navigate the hidden currents of public perception.

However, not everyone sang Bernays’ praises. Critics pointed to his manipulative tactics and accused him of championing the interests of the wealthy and powerful. Some even labeled him a demagogue. While controversy followed him throughout his career, there is no denying the lasting impact of his contributions to the field of public relations.

Bernays’s Most Famous Campaigns

Bernays was responsible for some of the most famous public relations campaigns in history. Here are a few of his most notable works:

Torches of Freedom: This memorable campaign aimed to promote cigarettes to women by staging a public scene where women confidently smoked. Bernays ingeniously linked smoking to female empowerment, leaving an indelible mark on public consciousness.

The Green Giant: In need of a boost for canned vegetables, Bernays created the iconic character of the Green Giant. Friendly and approachable, this symbol became synonymous with all things canned vegetables and witnessed a surge in sales. A master stroke in the world of vegetables!

The Think Pink Campaign: In the realm of breast cancer awareness, Bernays once again worked his magic. He persuaded the American Cancer Society to adopt the color pink as its symbol, forever associating it with breast cancer awareness. A stroke of genius that left an indelible mark.

Edward Bernays’ legacy extends far beyond his controversial campaigns. As an author, he explored the power of propaganda and penned several influential books, including his renowned work “Propaganda,” published in 1928.

At the age of 103, Bernays bid farewell to the world in 1995. His life was a fascinating tale filled with controversies and intrigue. Regardless of one’s opinion of him, Edward Bernays undeniably left an indelible mark on the world of public relations—a legacy that continues to make waves, evoke scrutiny, and shape perceptions to this very day.