This summary provides an overview of a document analyzing the correspondence between Sigmund Freud and his nephew Edward Bernays regarding marketing and advertising. It discusses how Bernays helped publish and promote Freud's work in the United States by connecting him with his publisher. Some of their correspondence discussed Bernays networking Freud's ideas with psychoanalysts in America and Freud's initial skepticism about American culture. The document examines this relationship and correspondence to understand the connection between the fields of modern marketing/advertising and modern psychology.

1. A Marketing and Advertising Analysis of Bernays’ Correspondence Regarding Freud
William Sipling
Ohio University History Graduate Student Association Conference
Athens, OH
March 28th, 2020

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A Marketing and Advertising Analysis of Bernays’ Correspondence Regarding
Freud
“Spell-binding” may be a worthy description of the semi-mythological yet social-
scientific work advertisers and marketers carry out within the collective consciousness of
Americans, harnessing the deeply encoded power of archetypes, desire, and identity by the use of
unconscious behavioral cues, unspoken sublimation, and subtle suggestion.1
The connection between the provenance of both modern marketing and modern
psychology is both practical and familial: practical in that fundamentally to get a consumer to
buy is to make a human act; and familial in that the ostensible “fathers” of each field were in fact
related. Sigmund Freud, founder of psychoanalysis and veritable figurehead of pop-
psychological practice, was uncle to Edward Bernays, the “ad man” who put Madison Avenue on
the map through his practice of communication “propaganda” (later renamed to “PR,” for public
relations reasons).
The connection between these practitioners will be explored through letter writing
accessible in the Library of Congress’ recently digitized collection of the Sigmund Freud Papers,
the Austrian analyst’s correspondence between family, friends, and business partners—and in
this paper, related letters about Freud in correspondence with Bernays. To begin, a brief
introduction will be made establishing each writer’s importance to their respective and
intertwined fields, then will follow an examination of relevant letters, followed by a praxis-
1
Lawrence R. Samuel, Freud on Madison Avenue: Motivation Research and Subliminal Advertising in
America (University of Pennsylvania Press, 2013), 3.

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oriented review, with an eye towards interdisciplinary application moving from historical
analysis to application within fields of marketing, communication, and advertising.
Brief Introduction to Freud and Bernays: The Cutting-Edge of Psychoanalysis and
Business
The significance of both of these psychological experts is made more apparent by brief
excurses into their lives and theories, highlighting their respective direct and trickled-down
influence on their surrounding cultural imaginaries and professional industries.
Sigmund Freud: Philosopher-Scientist, Neurologist-Analyst
Sigmund Freud (1856-1939) was, from a young age, characterized by intelligence and a
vivacity for knowledge, learning at least eight languages (some self-taught) and excelling in
natural sciences, earning his medical degree from the University of Vienna.2
In 1886, he married
Martha Bernays,3
Edward’s aunt, making him a double-uncle (since his mother, Anna Bernays
neé Freud, was Sigmund’s sister).4
Freud’s forays into human behavior, psychology, and personality came about through his
invention of the field and practice of psychoanalysis, a philosophy and framework for
psychotherapy.5
This practice concerns an unmaking or uncovering of unconscious goals or
desires, aligning them with rational or internally-consistent actions or behaviors, often through
2
Anthony Storr, Freud: A Very Short Introduction, Very Short Introductions (New York, NY: Oxford
University Press, 2001), 3.
3
Storr, 4.
4
Stewart Justman, “Freud and His Nephew,” Social Research 61, no. 2 (1994): 458.
5
Gerald Corey, Theory and Practice of Counseling and Psychotherapy (Belmont, CA: Brooks Cole, 2012),
63.

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using techniques such as free association, an inspection of family-of-origin experiences,
examinations of resistances elucidated in the transference between analyst and client, and the
interpretation of core conflicts in the client by the analyst’s observations.6
His cultural influence is ubiquitous, and perhaps almost unconscious.7
From the
popularization of the therapist’s semi-recumbent couch, to the concepts of the Oedipus complex
or “id, ego, and superego” or “anal retentiveness,” to the commonly-held belief that
psychologists can interpret dreams, Freud’s mark has been made on commonly-shared
worldviews.
Edward L. Bernays: A “Mad Man” for Presidents, CEOs, and Corporations
The Viennese Edward Louis Bernays (1891-1995) was born into the right place and the
right time, with his connections to the budding field of psychology and into the modern world of
mass communication and advertising. Known as the father of modern public relations, his work
spanned “United States presidencies, overseas military coups, breakfast foods, hairnets,
cigarettes, and more.”8
Though perhaps not as common of a household names as Freud, his work
pervades many products, companies, and individuals, working for General Electric,9
the United
States Committee on Public Information,10
the GI Bill, the Navy, the DOD, Justice, and
6
Corey, 72–74.
7
Michael Jacobs, Sigmund Freud (London, UK: SAGE Publications, 2003), 119.
8
William Sipling, “Bernays, Horkheimer, and Adorno: Theory in the Age of Social Media,” in Political
Propaganda, Advertising, and Public Relations: Emerging Research and Opportunities, ed. Samet Kavoğlu and
Meryem Salar (Hershey, PA: IGI Global, 2020), 116.
9
Thomas H. Bivins, “A Golden Opportunity? Edward Bernays and the Dilemma of Ethics,” American
Journalism 30, no. 4 (January 1, 2013): 496, https://doi.org/10.1080/08821127.2013.857981.
10
Edward L. Bernays, “Emergence of the Public Relations Counsel: Principles and Recollections,” The
Business History Review 45, no. 3 (1971): 299, https://doi.org/10.2307/3113663.

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Agriculture, Proctor and Gamble, NAACP, Good Housekeeping, the American Tobacco
Company, The New Yorker, Fortune magazine, General Motors, Ford, Chrysler, the World’s
Fair, and more.
The author of two seminal books, Crystalizing Public Opinion (1923) and Propaganda
(1928), borrowed insights from sociologists or behavioral experts (such as Walter Lippman,
author of the Public Opinion in 192211
) to develop a popular-level understanding of the art of
selling on a global or national scale through radio and television.
Examining Freud-Bernays Correspondence: Letters and References
Bernays and Jones Correspondence
An interesting exchange exists between Bernays and a Dr. Ernest Jones, a British
psychoanalyst and friend of Freud.12
The apparent initial correspondence has to do with Jones’
questions about the American marketing of Freud’s textbook, The General Introduction of
Psychoanalysis.13
In this same letter, Bernays attaches various correspondence that related to its
publication in the US.
Freud describes the groundwork of these advertising connections by writing about his
networking at a US Committee on Public Information meeting that met in Vienna, and there
picked up, from a Havanan colleague, cigars intended for Freud. In this meeting where the cigars
11
Sue Curry Jansen, “Semantic Tyranny: How Edward L. Bernays Stole Walter Lippmann’s Mojo and Got
Away With It and Why It Still Matters,” International Journal of Communication (19328036) 7 (January 2013):
1096–97.
12
Brenda Maddox, Freud’s Wizard: The Enigma of Ernest Jones (John Murray, 2006), 1, 7.
13
Edward Bernays, “Edward Bernays to Ernest Jones,” June 25, 1953, Library of Congress Sigmund Freud
Papers, http://hdl.loc.gov/loc.mss/ms004017.mss39990.00236.

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were exchanged, this colleague spoke highly of Freud’s Introductory Lectures and gave Bernays
a copy. Bernays would bring these to his American publisher, owned by Horace B. Liveright—it
just so happened that one of Freud’s relatives worked at this company as well. Having connected
these dots, Bernays wrote to Freud expressing an opportunity for the English-language
publication of The General Introduction. After communication between various parties, Dr.
Freud’s book on psychoanalysis was translated and put in stores, apparently very successful in
the US market.
Bernays relates that his Austrian uncle did not have a high view of American standards—
particularly, he seemed to hold a view that even nice restaurants were more like quintessential
“greasy spoons.” At lunch in the mountainous Carlsbad, uncle and nephew were surprised by the
presence of houseflies at their table, leading Freud to comment, “Ah, there is a little fly walking
on a high plateau.” Apparently, this view of US standards reflected onto the printing industry,
with Bernays stating that Freud did not hold back his repugnance after receiving a proposal from
Liveright, suggesting that his company would produce an English biography for the
psychoanalyst.
Connections are important to these researchers of human behavior. Further Bernays-
Jones correspondence indicates a connection between their various circles of socialization—at a
“most distinguished” gathering at the New York Psychiatric Institute, Bernays relates that many
in attendance spoke highly of Dr. Jones and his work as an analyst.14
14
Edward Bernays, “Edward Bernays to Ernest Jones,” January 27, 1956, Library of Congress Sigmund
Freud Papers, http://hdl.loc.gov/loc.mss/ms004017.mss39990.00236.

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Perhaps the banal connections of a relatively new, flamboyant, and boundary-pushing
American publisher such as a Liveright were what led to a not-so-subtle censure. Liveright was
apparently disgruntled by early reviews of Freud’s books (of course, since these negative
appraisals could negatively affect bottom lines) and so wrote to the “best publicity man in of the
country” to “combat” bad press.15
Bernays response, two days later, was prompt but brief: “Dear
Liveright: thank you for the review, and for your complement.”16
His following strategy is
cutting, yet shrugging—he states that the reviewers are not “modern” enough to understand his
uncle’s work, and implies something not entirely flattering to midwestern medical or counseling
practitioners, that they are simply not as refined as those on the East coast or in European
countries. Bernays does indicate that the fact that those in Illinois, Iowa, and Missouri (the
accusers mentioned by Liveright17
) do not appreciate Freud’s work could actually be a selling
point for the more-cultured palate of Easterners. He suggests (non-polemically) that a review
from one of these prestigious coastal (or perhaps Chicagoan) psychoanalysts should suffice as a
riposte.
Applications for Marketers and Advertisers: Learning from Behind the Scenes
The conversation between Jones and Bernays lends itself towards an interdisciplinary
discussion in of itself—Jones’ aim was to discuss the advertising of Freud’s work with Bernays,
and so their correspondence is in essence and in metanarrative pedagogical.
15
Horace Liveright, “Horace Liveright to Edward Bernays,” November 9, 1920, Library of Congress
Sigmund Freud Papers, https://www.loc.gov/resource/mss39990.01221/?sp=6&r=-0.075,0.132,1.143,0.574,0.
16
Edward Bernays, “Edward Bernays to Sigmund Freud,” June 1, 1925, Library of Congress Sigmund
Freud Papers, http://hdl.loc.gov/loc.mss/ms004017.mss39990.00236.
17
Liveright, “Horace Liveright to Edward Bernays,” November 9, 1920.

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Therefore, a rather straightforward pedagogical line of inquiry has to do with learning
what marketers and advertisers can study from Bernays-Freud-related correspondence.
Primarily, it perhaps cannot be understated regarding the importance of networking,
connections, and impressions in marketing and advertising. Correspondence is always strategic;
contacting the right individual for a problem or solution is key. In an academic article, Bernays
highlights this importance himself: “human engineering” towards projects, actions and (of
course) selling has to do with the strategic alignment and adjustment of social groups towards
certain end goals or against conflicts.18
To put it another way, advertising or PR is about using
the right tools to tell the right story to get the right people to make the right actions. It therefore
matters when a book hits the market, in which shops it appears, what the cover design looks like,
and who has endorsed the book. Of course, the planning and tactics for such a “Goldilocks
effect” is the role of the “public relations” counsel.
Freud might discuss this as an efficacious “transference” relationship not between a
therapist and client, but between a PR team/practitioner or client, or advertiser and contact/lead.
The psychoanalytic approach towards human psychology may give theory for why this works.
For example, through the right advertising campaign, the marketer can communicate trust, which
maps to the human need for safety and security. Security need not only be something
communicated by the Department of Defense or the war effort (clients of Bernays), but rather
secure in one’s self—for 40’s city dwellers, to solicit the Lucky Strike brand meant that one
adopted a persona given by Bernays’ marketing efforts, becoming a classy urbanite getting
18
Edward L. Bernays, “Human Engineering and Social Adjustment,” ETC: A Review of General Semantics
74, no. 3/4 (July 2017): 346–47.

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nicotine hits from doctor-approved smokes. Therefore, one could be secure or safe in their
identity by means of their subscription to certain in-group/out-group codes; in this case, the
brand on a cigarette carton.
Further, marketers might offer solutions or conveniences, which relate to the desire for
power or control—not necessarily in negative ways, but rather of circumstances. For example, an
product like ready-made cake mixes (a product Bernays helped market) gives a customer power
to do other things with their day, since they save time not making a desert from scratch, or
control in having many options for cakes, since the ingredients (except an egg and some oil) are
all included in a mix.
The dynamics of these concrete examples in psychology played out in advertising appear
in these correspondences as well. The desire for convenience, yet ordered by desire to get
business done, may have led Freud to refrain from writing to Liveright directly concerning his
books. Rather, inquiries or questions were passed through Bernays.19
This could have been for
several reasons: it may have been Freud’s preference to avoid contact with a publishing firm that
the analyst found distasteful, but likely more because of Bernays’ influence on Liveright.
Though perhaps another publisher would have been preferred by these behavioral
experts, it does seem that Bernays’ expertise allowed him to have a louder voice in the
publication and publicity of his uncle’s works. Therefore, it seems the cost-benefit analysis done
by Bernays apparently led him to continue to engage in their professional relationship, and to do
so for decades.
19
Bernays, “Edward Bernays to Sigmund Freud,” June 1, 1925.

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The role of expertise in connection does play a large part within these professional
relationships. Bernays is more than happy to send personal correspondence and letters from his
uncle to Jones, and this seems to be the case for several reasons. First, perhaps because of
relationship as colleagues—the attempt at motivational flattery from Liveright does not seem to
be present in Jones’ correspondence. Further, and more importantly, Jones’ role as an influencer
in the British world of psychoanalysis was very advantageous to Bernays’ and Freud’s work. The
connection here is important—even though there was not an immediate offer from Jones (as he
was looking to Bernays for advice in publishing), the relationship could be considered one of
long-term investment—one, in hindsight, which certainly paid off for him. In reference to the
New York meeting of psychology, Jones’ friendship with Bernays gave the father of PR social
capital within that community (furthered by the fact that Bernays “participated” in the meeting
“on behalf of the family”20
).
An application regarding bad PR comes from Bernays’ response to Liveright’s
despondence regarding the receiving of bad reviews. Bernays is unworried—likely, for several
reasons. First, Bernays strategy was already worked out. A PR professional, by planning ahead,
assumes that not all media attention will be positive, and will therefore have in the works various
plans set up to counteract negative press. Such did not come as a surprise to Bernays, neither
should it shock today’s advertisers. An element of scalability is contained within Bernays’ letter
as well, relying on the intrinsic motivation of Liveright. Note that Bernays does not give
particular suggestions regarding which East coast psychologist should be conscripted to write
positive reviews of Freud’s book. Rather, it seems that Bernays trusts Liveright—considering
20
Bernays, “Edward Bernays to Ernest Jones,” January 27, 1956.

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that good press means more sales for Liveright, a plus for his bank accounts—to make these calls
himself.
Conclusion
Though social media, podcasts, and other modern media may have caused some to feel as
though Bernays is only a historical figure in the post-War advertising era, marketers have much
to learn from his behavioral insights many of which inspired by the psychoanalytic methods of
his uncle, Sigmund Freud. By examining their correspondence and related writings, one may find
insights that are useful in business or communication even in today’s time.

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Bibliography
Bernays, Edward. “Edward Bernays to Ernest Jones,” June 25, 1953. Library of Congress
Sigmund Freud Papers. http://hdl.loc.gov/loc.mss/ms004017.mss39990.00236.
———. “Edward Bernays to Ernest Jones,” January 27, 1956. Library of Congress Sigmund
Freud Papers. http://hdl.loc.gov/loc.mss/ms004017.mss39990.00236.
———. “Edward Bernays to Sigmund Freud,” June 1, 1925. Library of Congress Sigmund
Freud Papers. http://hdl.loc.gov/loc.mss/ms004017.mss39990.00236.
Bernays, Edward L. “Emergence of the Public Relations Counsel: Principles and Recollections.”
The Business History Review 45, no. 3 (1971): 296–316.
https://doi.org/10.2307/3113663.
———. “Human Engineering and Social Adjustment.” ETC: A Review of General Semantics 74,
no. 3/4 (July 2017): 346–51.
Bivins, Thomas H. “A Golden Opportunity? Edward Bernays and the Dilemma of Ethics.”
American Journalism 30, no. 4 (January 1, 2013): 496–519.
https://doi.org/10.1080/08821127.2013.857981.
Corey, Gerald. Theory and Practice of Counseling and Psychotherapy. Belmont, CA: Brooks
Cole, 2012.
Jacobs, Michael. Sigmund Freud. London, UK: SAGE Publications, 2003.
Jansen, Sue Curry. “Semantic Tyranny: How Edward L. Bernays Stole Walter Lippmann’s Mojo
and Got Away With It and Why It Still Matters.” International Journal of
Communication (19328036) 7 (January 2013): 1094–1111.
Justman, Stewart. “Freud and His Nephew.” Social Research 61, no. 2 (1994): 457–76.
Liveright, Horace. “Horace Liveright to Edward Bernays,” November 9, 1920. Library of
Congress Sigmund Freud Papers.
https://www.loc.gov/resource/mss39990.01221/?sp=6&r=-0.075,0.132,1.143,0.574,0.
Maddox, Brenda. Freud’s Wizard: The Enigma of Ernest Jones. John Murray, 2006.
Samuel, Lawrence R. Freud on Madison Avenue: Motivation Research and Subliminal
Advertising in America. University of Pennsylvania Press, 2013.
Sipling, William. “Bernays, Horkheimer, and Adorno: Theory in the Age of Social Media.” In
Political Propaganda, Advertising, and Public Relations: Emerging Research and
Opportunities, edited by Samet Kavoğlu and Meryem Salar. Hershey, PA: IGI Global,
2020.

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Storr, Anthony. Freud: A Very Short Introduction. Very Short Introductions. New York, NY:
Oxford University Press, 2001.