The Century of the Self

Edward Bernays

1.  "If you can use Propaganda for war you can use it for peace" Edward Bernays
2. Edward Bernays is the nephew of Sigmund Freud
3. Bernays changed 'want because of need' into 'need because of want'.
4. Using psychoanalysis in advertising enables the selling of a product by appealing to our unconscious animal instincts that we keep hidden.
5. Began to sell product by attaching a meaning to the product, e.g. torches of freedom gave women power and independence.
6. The mob is driven by unconscious animal drive (ID)
7. By satisfying these hidden desires with products and consumerism people will be happier and less likely to act erratically.
8. This has more importance than just selling products, it can be used politically to control the masses.
9. As well as linking products to unconscious desires Bernays used celebrity endorsement and public stunts to gain interest in the product and sell it.
10.  These ideas have led us to the consumer society that exists today.

Critical analysis of an advert relating to these points:

• Advert is split down the middle male/ female
• Sexual tension is obvious from facial expressions
• Blow torch is a phallic symbol. Two pipes coming together and creating a flame can also represent sex.
• Dark workshop and bright flesh colours outside could reference Eros/ Thanatos.
• Chaos and destruction appeal to Thanatos side of Psyche.
• Flesh colour wall and orange bricks in the background could hint towards female upper thighs.
• Makes the viewer make a link between Lynx and Sex and destruction, allowing the individual to experience these forbidden thoughts through buying Lynx. By making this association the user should feel happier when they use lynx because it is unconsciously satisfying forbidden thoughts hidden in the Id.
• Brown paper bag is associated with traditional grocery shopping, this being filled with fireworks acts as a rebellion against norms and gender associations.