Edward Bernays: The Man Who Encouraged Women to Smoke

June 15, 2024

Biography History

Edward Bernays is often referred to as the "father of public relations." His innovative techniques and campaigns have had a lasting impact on advertising and public relations. One of his most famous and controversial campaigns was his work with the American Tobacco Company to encourage women to smoke. This blog will delve into who Edward Bernays was, the methods he used, and the significant cultural and social implications of his campaign.

Who Was Edward Bernays?

Edward Bernays was born on November 22, 1891, in Vienna, Austria, and later moved to the United States. He was the nephew of Sigmund Freud, the famous psychoanalyst, and he used many of Freud's ideas in his work. Bernays believed that by understanding the unconscious mind, one could influence people's behavior and decisions.

Bernays graduated from Cornell University in 1912 and began his career in journalism and publicity. He quickly realized the power of mass media and public opinion. His work during World War I with the U.S. Committee on Public Information, where he helped promote the war effort, showcased his ability to shape public opinion on a large scale.

The Birth of Public Relations

Bernays was a pioneer in using psychology and social sciences to craft persuasive messages. He coined the term "public relations" and saw it as a way to influence and control public opinion. His methods went beyond simple advertising; he aimed to shape people's perceptions and behaviors.

Bernays wrote several influential books, including "Crystallizing Public Opinion" (1923) and "Propaganda" (1928), where he outlined his theories and practices. He argued that manipulating public opinion was necessary for democracy and that those in power had a duty to guide the public for the common good.

The Smoking Campaign: "Torches of Freedom"

In the 1920s, smoking was largely considered a male activity. Women who smoked were often stigmatized. The American Tobacco Company, seeking to expand its market, hired Bernays to change this perception and encourage women to smoke.

The Challenge

At the time, smoking in public was considered inappropriate for women. It was seen as a sign of moral decay and rebellion against traditional gender roles. The challenge was to break this taboo and normalize smoking for women.

The Strategy

Bernays used a combination of psychological insight, media manipulation, and public spectacle to achieve his goal. He understood that to change public perception, he needed to associate smoking with something positive and liberating.

The Campaign

On Easter Sunday, 1929, Bernays orchestrated a dramatic event during the New York City Easter Parade. He hired a group of young, fashionable women to walk in the parade while smoking cigarettes, referring to them as "Torches of Freedom." This phrase cleverly linked smoking with the feminist movement and the struggle for women's rights.

Bernays ensured that photographers and reporters were present to capture the event, and he provided them with pre-written stories about the "brave" women challenging societal norms. The images and stories were widely published, creating a sensation and sparking public discussion.

The Impact

The "Torches of Freedom" campaign was a resounding success. It changed public attitudes towards women smoking and significantly increased the number of female smokers. Cigarettes became a symbol of independence and modernity for women.

The Legacy of the Campaign

While the campaign was a triumph for public relations, its long-term consequences were far more troubling. The normalization of smoking among women led to a significant increase in smoking-related illnesses and deaths. The campaign is now seen as an early example of how powerful and persuasive public relations can be, for better or worse.

Ethical Concerns

Bernays' work raises important ethical questions about the role of public relations in society. His techniques were undeniably effective, but they also manipulated public opinion and promoted harmful behaviors. The "Torches of Freedom" campaign is a stark reminder of the potential for abuse in the field of public relations.

Influence on Modern Advertising

Bernays' methods have had a lasting influence on advertising and public relations. His use of psychological insights, media manipulation, and staged events are now standard practices in the industry. Modern campaigns continue to use similar techniques to shape public perception and behavior.

Conclusion

Edward Bernays was a visionary in the field of public relations. His innovative techniques and campaigns, including the infamous "Torches of Freedom," have left a lasting mark on the industry. While his work demonstrated the power of public relations, it also highlighted the ethical dilemmas inherent in manipulating public opinion.

The story of Edward Bernays and the smoking campaign serves as a cautionary tale about the influence of media and advertising. It reminds us that while public relations can be used for positive change, it also carries the responsibility to consider the long-term impact of its messages. Understanding the history and methods of figures like Bernays is crucial for anyone interested in the fields of marketing, advertising, and public relations.