Two strategies that were used by Edward Bernays and are still used in today’s society is endorsement and the engineering of consent. Endorsement is one of the most effective ways to sell a product. Endorsement uses the influence of celebrities, doctors or other professionals in order to sell a product. This is effective because professionals are trusted by the public for their opinion and make consumers more likely to buy a product. He used the strategy in his campaign to sell bacon for breakfast. Bernays used the one way asymmetrical model of PR along with endorsement from doctors. He did this by convincing multiple doctors to say that meat products were an important part of a balanced breakfast. This was important because previously, Americans
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It creates the illusion that the consumer is in control of their lives when in actuality, the elite is in power. These elite are typically members of the business world, particularly tycoons and CEO’s. Bernays believed that the public’s values and beliefs can be directly changed when they are influenced to do so. Bernays used the engineering of consent method by promoting consumerism in American culture and using big business to fuel this mindset.. He turned American society from one that only bought items if they were needed, to one that bought things in order to fill their emotional needs. Bernays advanced the idea that people are not citizens rather they are consumers. People then felt that they controlled their minds and their money when in actuality, their base values had been changed by Bernays and other businessmen. We still see this method used in the modern day. Our society is built on the idea that we make our own decisions and we can influence our fates. The reality is, companies still directly influence our spending patterns. Whenever a new Apple product comes out, people flock to buy it even if they don’t need it. Due to the engineering of consent, we as a society still believe that our wants are needs. In addition, the elite are still in power, just as Bernays believed they should
It creates the illusion that the consumer is in control of their lives when in actuality, the elite is in power. These elite are typically members of the business world, particularly tycoons and CEO’s. Bernays believed that the public’s values and beliefs can be directly changed when they are influenced to do so. Bernays used the engineering of consent method by promoting consumerism in American culture and using big business to fuel this mindset.. He turned American society from one that only bought items if they were needed, to one that bought things in order to fill their emotional needs. Bernays advanced the idea that people are not citizens rather they are consumers. People then felt that they controlled their minds and their money when in actuality, their base values had been changed by Bernays and other businessmen. We still see this method used in the modern day. Our society is built on the idea that we make our own decisions and we can influence our fates. The reality is, companies still directly influence our spending patterns. Whenever a new Apple product comes out, people flock to buy it even if they don’t need it. Due to the engineering of consent, we as a society still believe that our wants are needs. In addition, the elite are still in power, just as Bernays believed they should