How to influence the masses? | #252
+ Paresh Rawal is a one man advertising agency 👀
Friends,
Over the past few issues we’ve explored stories of lesser-known individuals who have left their mark on the world. We covered the story of Dr Theodore Morell, who made Hitler even more insane. Then we covered the story of Thomas Midgley Jr, who poisoned the world not once but twice. Last week, we changed track and covered the story of Norman Borlaug, who helped millions in their struggle against starvation.
Given the age of misinformation and public relations, we bring you the story of Edward Bernays - a man you’ve probably never heard of, yet whose fingerprints are all over the modern world. If you’ve ever bought something you didn’t need based on the marketing alone, you’ve already danced to his tune.
Things we learnt this week 🤓
Edward Bernays was born in 1891 and was the nephew of the father of psychoanalysis Sigmund Freud. Bernays didn’t just inherit a love for psychology from his uncle, he also weaponized it in many ways.
After World War I, he set up shop as a public relations expert. Bernays believed the masses were irrational, easily swayed, and were in need of guidance.
Bernays published his book aptly titled Propaganda in 1928 in which he wrote that “the conscious and intelligent manipulation of the organized habits and opinions of the masses is an important element in democratic society.” Or translated - democracy needs an invisible group of PR wizards to “pull the wires that control the public mind”. We certainly can think of some people in power who do this.
In 1929, he masterminded the “Torches of Freedom” campaign, hiring women to smoke cigarettes in public during the Easter Parade. The message? Smoking = women’s liberation. The result? Cigarette sales among women soared, taboos crumbled, and Big Tobacco laughed all the way to the bank.
He then convinced Americans to eat bacon and eggs for breakfast and even helped topple a democratically elected government in Guatemala for the United Fruit Company, paving the way for decades of unrest.
Bernays’ methods weren’t just effective-they were dangerous. His campaigns blurred the line between persuasion and manipulation, between education and indoctrination. He replaced “propaganda” with “public relations,” but the goal remained the same: shape public opinion to serve the interests of those in power. Among his biggest fans was one Joseph Goebbels!
Bernays lived to 103, outlasting many of his critics and clients. He spent his later years trying to undo some of the damage-working on anti-smoking campaigns after his own wife became addicted to cigarettes. But the genie was out of the bottle. The world had learned to spin, and there was no going back!
From IWTK, with love 💌
Paresh Rawal was a one man advertising agency. Watch.
The first woman to win a case against her rapist, only one because she was considered as damaged property. Know the story of the artist Artemisia Gentileschi.
(Last week we erroneously linked to a different Instagram post)
Here’re some cameos of Hindu Gods on Family Guy.
Only In India 🇮🇳
The Scorsese-Rap metal mashup we always wanted:
Raging Bull Against the Machine!
💟 IWTK