1) The document discusses how Edward Bernays applied his uncle Sigmund Freud's theories of psychology to advertising and marketing in order to influence public opinion and encourage consumerism.
2) Bernays believed hidden desires and fears could be manipulated to influence people's purchasing decisions by linking products to unconscious desires. This shifted the consumer market from one of necessity to one of desire.
3) Focus groups were pioneered as a way to understand consumer personalities and how to market products to different types of people. Ernest Dichter is considered the "father of motivational research" for his early use of focus groups.
WEEK 3 SLIDES. Sorry all the formatting was changed when I uploaded, but basic text is still here. Email me if you need any other help. Maslow's Hierarchy of Needs- http://www.simplypsychology.org/maslow.html and take the Stanford Research Institute VALS test here http://www.strategicbusinessinsights.com/vals/presurvey.shtml. See you next week! R
книга о развитии личности и культуры, в котором главную роль играет способность управлять принципом удовольствия. Первый из двух томов. Второй том - “Ультиматум Удовольствия. “Я и Оно” поведенческого маркетинга“ посвящен маркетинговым инструментам управления принципом удовольствия.
WEEK 3 SLIDES. Sorry all the formatting was changed when I uploaded, but basic text is still here. Email me if you need any other help. Maslow's Hierarchy of Needs- http://www.simplypsychology.org/maslow.html and take the Stanford Research Institute VALS test here http://www.strategicbusinessinsights.com/vals/presurvey.shtml. See you next week! R
книга о развитии личности и культуры, в котором главную роль играет способность управлять принципом удовольствия. Первый из двух томов. Второй том - “Ультиматум Удовольствия. “Я и Оно” поведенческого маркетинга“ посвящен маркетинговым инструментам управления принципом удовольствия.
Wallpepper is a project that brings fine arts to a new dimension for a interior design purpose.
Da sempre l’ARTE è stata veicolo di espressione e il “muro” il primo supporto ad accogliere la necessità umana di comunicare.
Con il progetto WallPepper questa antica tradizione trova una nuova dimensione unendo qualità, opera d’arte e diffusione. Nato dalla decennale esperienza e ricerca qualitativa di professionisti che hanno dedicato la propria carriera ad interpretare, stampare e dare corpo ad opere di artisti internazionali, WallPepper si propone come un nuovo mezzo di diffusione di immagini autoriali.
Viene unito il desiderio di “grandi immagini” all’utilizzo di nuove tecnologie, avendo quindi la possibilità di produrre copie singole. Oggi siamo in grado di infrangere i “confini” della cornice dando all’opera d’arte una superficie “senza confini” mantenendo una qualità di stampa ineccepibile.
L’arte per Grandi Superfici, unita al concetto di “replicabilità”. Diventa WallPepper, la CARTA DA PARATI D’AUTORE.
FINE ART WALLDRESS
Il Forum della Comunicazione è il principale evento italiano per organizzazioni private e istituzioni, dedicato alla comunicazione.
Un contesto esclusivo per incontrarsi, confrontarsi, formarsi, ed allo stesso tempo dialogare all’unisono con la comunità politica, economica, scientifica e sociale del paese.
Con il Forum della Comunicazione 2010, l’evento si arricchisce di contenuti. Prende forma il Galà della Comunicazione, il primo spettacolo che fonde in un'unica rappresentazione, culture e forme diverse di Comunicazione. Arte, musica, danza, teatro, cinema, si incontrano in un'atmosfera suggestiva, dando vita ad un evento esclusivo e ad opportunità di incontro conviviale con i Protagonisti del Forum della Comunicazione.
A chi è rivolto:
Top management aziendale e istituzionale, decision-maker e opinion leader della comunicazione, del marketing, della pubblicità, delle RP, dell’ ICT e della meeting industry. Saranno altresì presenti i vertici di aziende di formazioni e consulenza..
Quando e dove: 15-16 giugno 2010, Roma Auditorium Parco della Musica
www.forumcomunicazione.it
Chapter 9: Evaluation techniques
from
Dix, Finlay, Abowd and Beale (2004).
Human-Computer Interaction, third edition.
Prentice Hall. ISBN 0-13-239864-8.
http://www.hcibook.com/e3/
Sheet1LMH10090H80M70L605040302010NumberRisk NameFull Risk CostRisk ProbabilityFactored Risk costRisk Impact to ProjectRisk Mitigation PlanPoint of ContactExpected Risk Retire date1$20,00020%$4,000L2$03$04$05$06$07$08$09$010$0$0$0
10
1
2
3
4
5
6
8
9
7
Sheet2
Sheet3
Case Study:
Edward Bernays
Public Relations Pioneer
Who was Edward Bernays?
Born in Vienna in 1891, distant nephew of Sigmund Freud
His approach to public relations was to use symbols and the mass media to engineer consent
He claimed the public was essentially reactive
But the rise of the middle class meant that there was no longer the ruling class and the uneducated masses who followed dumbly . . .
What did he believe?
This emerging new social strata needed to be controlled and led.
He believed in a completely hierarchical view of society: the intelligent few have been charged with the responsibility of contemplating and influencing the tide of history and of dealing with the masses.
How did he deal with the masses?
Used sociology, psychology and economics and applied them to the messages and methods
He saw the PR expert as an applied social scientist educated to use an understanding of these three fields to influence and direct public attitudes (in a democratic society!)
How did he deal with the masses?
“The conscious and intelligent manipulation of the organized habits and opinions of the masses is an important element in a democratic society. Those who manipulate this unseen mechanism of society constitute an invisible government which is the true ruling power of our country.”
Edward Bernays
What is PR?
“Of course, you know, we don’t deal in images, we deal in reality.”
For Bernays, PR was about creating and projecting credible renditions of reality itself.
He called news any overt act which stands out of the routine.
A PR expert carries out an overt act to interrupt the routine to bring out a response.
PR is the science of creating circumstances which do not appear to be staged.
Edward Bernays
“The public relations counsel sometimes uses current stereotypes, sometimes combats them and sometimes created new ones. In using them, he very often brings to the public a stereotype they already know, to which he adds new ideas, this fortifies his own and gives a greater carrying power.”
Edward Bernays
He fully believed that to manipulate the public, one must know its public as well as know who influences that public
PR experts, as molders of public opinion, must be ongoing monitors of social attitudes.
Edward Bernays
Part of this influencing involved using the implied authority, i.e. the social power of certain groups or leaders
E.g. “Damaged Goods” – he promoted a play about syphillis by securing members of high society and doctors as advocates
To encourage people to eat more bacon, he launched a campaign in which a doctor promoted the benefits of a hearty breakfast
Lucky Strikes
In 1929, Bernays was hired by the tobacco company that made Lucky S.
Marketing and propaganda are not two subjects from separate books. There is a huge overlap.
All marketing is not propaganda and all propaganda is not marketing. Propaganda is a technique of doing marketing.
Let’s define these concepts before we talk about the differences, overlaps and where you stand.
https://stephenrtaylor.co.uk/how-propaganda-works-for-businesses-by-stephen-taylor/
Wallpepper is a project that brings fine arts to a new dimension for a interior design purpose.
Da sempre l’ARTE è stata veicolo di espressione e il “muro” il primo supporto ad accogliere la necessità umana di comunicare.
Con il progetto WallPepper questa antica tradizione trova una nuova dimensione unendo qualità, opera d’arte e diffusione. Nato dalla decennale esperienza e ricerca qualitativa di professionisti che hanno dedicato la propria carriera ad interpretare, stampare e dare corpo ad opere di artisti internazionali, WallPepper si propone come un nuovo mezzo di diffusione di immagini autoriali.
Viene unito il desiderio di “grandi immagini” all’utilizzo di nuove tecnologie, avendo quindi la possibilità di produrre copie singole. Oggi siamo in grado di infrangere i “confini” della cornice dando all’opera d’arte una superficie “senza confini” mantenendo una qualità di stampa ineccepibile.
L’arte per Grandi Superfici, unita al concetto di “replicabilità”. Diventa WallPepper, la CARTA DA PARATI D’AUTORE.
FINE ART WALLDRESS
Il Forum della Comunicazione è il principale evento italiano per organizzazioni private e istituzioni, dedicato alla comunicazione.
Un contesto esclusivo per incontrarsi, confrontarsi, formarsi, ed allo stesso tempo dialogare all’unisono con la comunità politica, economica, scientifica e sociale del paese.
Con il Forum della Comunicazione 2010, l’evento si arricchisce di contenuti. Prende forma il Galà della Comunicazione, il primo spettacolo che fonde in un'unica rappresentazione, culture e forme diverse di Comunicazione. Arte, musica, danza, teatro, cinema, si incontrano in un'atmosfera suggestiva, dando vita ad un evento esclusivo e ad opportunità di incontro conviviale con i Protagonisti del Forum della Comunicazione.
A chi è rivolto:
Top management aziendale e istituzionale, decision-maker e opinion leader della comunicazione, del marketing, della pubblicità, delle RP, dell’ ICT e della meeting industry. Saranno altresì presenti i vertici di aziende di formazioni e consulenza..
Quando e dove: 15-16 giugno 2010, Roma Auditorium Parco della Musica
www.forumcomunicazione.it
Chapter 9: Evaluation techniques
from
Dix, Finlay, Abowd and Beale (2004).
Human-Computer Interaction, third edition.
Prentice Hall. ISBN 0-13-239864-8.
http://www.hcibook.com/e3/
Sheet1LMH10090H80M70L605040302010NumberRisk NameFull Risk CostRisk ProbabilityFactored Risk costRisk Impact to ProjectRisk Mitigation PlanPoint of ContactExpected Risk Retire date1$20,00020%$4,000L2$03$04$05$06$07$08$09$010$0$0$0
10
1
2
3
4
5
6
8
9
7
Sheet2
Sheet3
Case Study:
Edward Bernays
Public Relations Pioneer
Who was Edward Bernays?
Born in Vienna in 1891, distant nephew of Sigmund Freud
His approach to public relations was to use symbols and the mass media to engineer consent
He claimed the public was essentially reactive
But the rise of the middle class meant that there was no longer the ruling class and the uneducated masses who followed dumbly . . .
What did he believe?
This emerging new social strata needed to be controlled and led.
He believed in a completely hierarchical view of society: the intelligent few have been charged with the responsibility of contemplating and influencing the tide of history and of dealing with the masses.
How did he deal with the masses?
Used sociology, psychology and economics and applied them to the messages and methods
He saw the PR expert as an applied social scientist educated to use an understanding of these three fields to influence and direct public attitudes (in a democratic society!)
How did he deal with the masses?
“The conscious and intelligent manipulation of the organized habits and opinions of the masses is an important element in a democratic society. Those who manipulate this unseen mechanism of society constitute an invisible government which is the true ruling power of our country.”
Edward Bernays
What is PR?
“Of course, you know, we don’t deal in images, we deal in reality.”
For Bernays, PR was about creating and projecting credible renditions of reality itself.
He called news any overt act which stands out of the routine.
A PR expert carries out an overt act to interrupt the routine to bring out a response.
PR is the science of creating circumstances which do not appear to be staged.
Edward Bernays
“The public relations counsel sometimes uses current stereotypes, sometimes combats them and sometimes created new ones. In using them, he very often brings to the public a stereotype they already know, to which he adds new ideas, this fortifies his own and gives a greater carrying power.”
Edward Bernays
He fully believed that to manipulate the public, one must know its public as well as know who influences that public
PR experts, as molders of public opinion, must be ongoing monitors of social attitudes.
Edward Bernays
Part of this influencing involved using the implied authority, i.e. the social power of certain groups or leaders
E.g. “Damaged Goods” – he promoted a play about syphillis by securing members of high society and doctors as advocates
To encourage people to eat more bacon, he launched a campaign in which a doctor promoted the benefits of a hearty breakfast
Lucky Strikes
In 1929, Bernays was hired by the tobacco company that made Lucky S.
Marketing and propaganda are not two subjects from separate books. There is a huge overlap.
All marketing is not propaganda and all propaganda is not marketing. Propaganda is a technique of doing marketing.
Let’s define these concepts before we talk about the differences, overlaps and where you stand.
https://stephenrtaylor.co.uk/how-propaganda-works-for-businesses-by-stephen-taylor/
This is a 20 minute presentation devised by myself and one other, which argues that can all Public Relations be seen as Propaganda as well as how can you tell if persuasion is ethical or not. We received 75% for this presentation
My latest Communicate magazine piece "The future of communications is inherently a psychological and more mindful process. For business, developing engaging content is a psychological process, writes Hubert Grealish" ___ (get discounted iPad edition at http://lnkd.in/d4-c7tV)
__
#websummit #startup #dublin #techbiz #business #communicate #neuromarketing #marketing
Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
This is a presentation by Dada Robert in a Your Skill Boost masterclass organised by the Excellence Foundation for South Sudan (EFSS) on Saturday, the 25th and Sunday, the 26th of May 2024.
He discussed the concept of quality improvement, emphasizing its applicability to various aspects of life, including personal, project, and program improvements. He defined quality as doing the right thing at the right time in the right way to achieve the best possible results and discussed the concept of the "gap" between what we know and what we do, and how this gap represents the areas we need to improve. He explained the scientific approach to quality improvement, which involves systematic performance analysis, testing and learning, and implementing change ideas. He also highlighted the importance of client focus and a team approach to quality improvement.
We all have good and bad thoughts from time to time and situation to situation. We are bombarded daily with spiraling thoughts(both negative and positive) creating all-consuming feel , making us difficult to manage with associated suffering. Good thoughts are like our Mob Signal (Positive thought) amidst noise(negative thought) in the atmosphere. Negative thoughts like noise outweigh positive thoughts. These thoughts often create unwanted confusion, trouble, stress and frustration in our mind as well as chaos in our physical world. Negative thoughts are also known as “distorted thinking”.
Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
Ethnobotany and Ethnopharmacology:
Ethnobotany in herbal drug evaluation,
Impact of Ethnobotany in traditional medicine,
New development in herbals,
Bio-prospecting tools for drug discovery,
Role of Ethnopharmacology in drug evaluation,
Reverse Pharmacology.
How to Create Map Views in the Odoo 17 ERPCeline George
The map views are useful for providing a geographical representation of data. They allow users to visualize and analyze the data in a more intuitive manner.
How to Make a Field invisible in Odoo 17Celine George
It is possible to hide or invisible some fields in odoo. Commonly using “invisible” attribute in the field definition to invisible the fields. This slide will show how to make a field invisible in odoo 17.
Welcome to TechSoup New Member Orientation and Q&A (May 2024).pdfTechSoup
In this webinar you will learn how your organization can access TechSoup's wide variety of product discount and donation programs. From hardware to software, we'll give you a tour of the tools available to help your nonprofit with productivity, collaboration, financial management, donor tracking, security, and more.
The Art Pastor's Guide to Sabbath | Steve ThomasonSteve Thomason
What is the purpose of the Sabbath Law in the Torah. It is interesting to compare how the context of the law shifts from Exodus to Deuteronomy. Who gets to rest, and why?
Synthetic Fiber Construction in lab .pptxPavel ( NSTU)
Synthetic fiber production is a fascinating and complex field that blends chemistry, engineering, and environmental science. By understanding these aspects, students can gain a comprehensive view of synthetic fiber production, its impact on society and the environment, and the potential for future innovations. Synthetic fibers play a crucial role in modern society, impacting various aspects of daily life, industry, and the environment. ynthetic fibers are integral to modern life, offering a range of benefits from cost-effectiveness and versatility to innovative applications and performance characteristics. While they pose environmental challenges, ongoing research and development aim to create more sustainable and eco-friendly alternatives. Understanding the importance of synthetic fibers helps in appreciating their role in the economy, industry, and daily life, while also emphasizing the need for sustainable practices and innovation.
2. Advertising is sales. In order to be
successful in advertising we have to be
good salesmen (whether or not we believe
in the product.) But the ultimate salesmen,
the people who rule the world of
advertising (and in other fields) are those
that take the time to understand the
psychology of the market, then tailor their
campaigns to target as many of those
minds as possible.
Engineering of consent.
3. Edward Bernays Sigmund Freud
Born: Vienna, November 22, 1891 Born: Austria, May 1856
Died: New York, March 9, 1995 Died: September 1939
Nephew of Sigmund Freud ‗sexual and aggressive forces inside humans that
Given the title ‗Father of Public can be controlled by others‘ which are ‗remnants
Relations‘ of our animal past‘
4. Bernays‘ development of advertising from his uncle‘s study of psychology-
Dangerous and irrational desires and fears that lie under the surface of man.
These forces are naturally aggressive and sexual and define our subconscious.
Governors of society have to control these forces in order to guide the human mind
towards good.
So the question is how to make the public want things they don‘t need by linking
mass-produced goods to their unconscious desires
The consumer market is encouraged to move from a question
of NECESSITY to a question of DESIRE.
5.
6. Anna Freud- daugher of Sigmund (3 December 1895 – 9
October 1982) was the sixth and last child of Sigmund and
his wife Martha. Born in Vienna, she followed the path of
her father in the newly born field of psychoanalysis.
7. Anna Freud believed that if people were encouraged to conform
to the accepted patterns of family and social life their ego‘s will
be strengthened leading to a society of more rational beings.
Marilyn Monroe and Dorothy Burlingham
the psychoanalyst and
Ralph Greenson her children.
8. Ernest Dichter (14 August 1907 – 21 November 1991) was an Austrian-American
psychologist and marketing expert known as the "father of motivational research."
Dichter pioneered the application of Freudian psychoanalytic concepts and
techniques to business — in particular to the study of consumer behavior in the
marketplace.
9. According to a New York Times article in 1998, he "was
the first to coin the term focus group and to stress the
importance of image and persuasion in advertising‖
First client was Ivory soap. Using in-depth consumer interviews, he learned
that when shoppers picked a particular brand,
―it wasn‘t exactly the smell or price or look or feel of the soap, but all that
and something else besides—that is, the gestalt or ‗personality‘ of the soap.
10. 1947 Book ‗Psychology of Everyday
Living‘
"designed as an accessible self-help
manual to help Americans 'accept the
morality of the good life‘…
Chapters such as "The Magic of
Soap", "What Bread Means to You",
"How to Be Happy While Cooking",
and "The Psychology of Buying"
purported to solve the psychological
issues of everyday life, but largely
encouraged a positive attitude to
consumption by stressing the good
feelings associated with a new
purchase or the use of a specific
commodity.
11. This was a big idea. Dichter understood that
every product has an image, even a ‘soul’, and
is bought not merely for the purpose it serves
but for the values it seems to embody. Our
possessions are extensions of our own
personalities, which serve as a ‘kind of mirror
which reflects our own image’. Dichter’s
message to advertisers was: figure out the
personality of a product, and you will
understand how to market it” (The Economist).
12.
13.
14.
15. The Betty Cake Mix Problem- market research had said housewives
would embrace such an easy baking tool. But once launched, sales
were much lower than expected. Approached Dichter- he believed
wives had a guilt in using the product.
16. How can we overcome the ‗guilt‘ of buying this conveniance food?
What was the barrier to the consumption of product.
Participation of consumer-Dichter says that if we change the product
so that it requires the input of an egg, housewives would overcome this
guilt. It would be an unconscious symbol of a housewife mixing in her
own eggs for her husband and family.
Betty Crocker (post Dichter advert)
http://www.youtube.com/watch?v=7rd0AidAkpE&feature=related
Sales soared.
17. Modern man identifies himself with a
product because it has a therapeutic
value- improves self-image and allows
him to become more confident.
Dichter believed this would improve society as a
whole. And we can find out these desires through
focus groups.
18. A focus group is a form of
qualitative research in which a
group of people are asked about
their perceptions, opinions, beliefs,
and attitudes towards a product,
service, concept, advertisement,
idea, or packaging
19. Activity-
How do you perceive this product? What is your opinion on it?
Could we live without it? What service does it provide?
What kind of customer are they targeting?
What kind, if any, social status does it have?
How does the product make you feel? Does it affect your life?
How do you think this product has been sold to consumers?
What are your views on the packaging, the name, the design?
What would you change about the product/design/logo etc?
How could this product be better?