adam curtis-century of self
edward bernays - freuds nephew
employed by american government during war
employed as a propagandist
taking understanding of our repressed desires - he's innovation was taking this human nature of what they desire and make people think there desires are met when they buy things -public relations
eg. he's work for cigarette companies - early successes, trying to get past what was a social taboo of women smoking in society- was viewed negatively for young/cultured woman
lighting up 'torches of freedom' display of freedom and power, independence for woman - it then become very popular with woman as they linked it to being- independent, free etc
product placement
celebrity
endorsements
the use of pseudoscientific reports
'more doctors smoke camels than another cigarettes'
fordism
henry ford (1863-1947)
created affluence for society - felt by big businesses and workers
more products being produced....
branding: becomes important for companies to distinguish there product from other companies products
shift from a need culture to a desire culture - things are no longer sold on the basis that you 'need' them- more because we desire them.
vance packard- the hidden persuaders- he finds 8 common technique companies use to make people irashionly need the product.
- selling emotional security
- selling the reassurance of worth
- "" ego-gratification
- "" creative outlet
- "" love onjects
- "" sense of power
- ""sense of roots
walter lippmann- public opinion - a new elite is needed to manage the bewildered herd
'manufactuing consent'
giving people the 'illusion of freedom' - freedom of choice, democratic society where they can choose who/what they want to be.
rise of communism
the stop market crash- led the the great depression - unemployment etc
political class- roosevelt and the 'new deal' (1933-36) start to regulate markets again, increase taxation of big business and send that money to the poorer people - creating farer society.
'democracity'
consumerism is an idealogical project
we must believe that through consumption our desires can be met
the consumer self
the legacy of bernays /pr can be felt in al aspects of c21st society
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