“We are governed, our minds are molded, our tastes formed, our ideas suggested, largely
by men we have never heard of.”
these are the words of a man named Edward Bernays, a man you probably never heard of.
In short, he is the man who invented modern marketing
Before him, advertising was simple.
When advertising a car, the seller talked about the characteristics of the car, the
speed, reliability, efficiency and so on.
And did not brainwash the young people of what a great man you become when you drive
Austin Martin.
No one has even thought that it's possible to manipulate the kids so that they manipulate
their parents.
After the first world war, many women started getting independent, working like the man,
and some started to smoke.
Smoking was not popular among woman and it was considered something that only man do.
That's when American Tobacco Industry Hired Edward Bernays to get the woman to smoke.
Bernays understood that when you talk about the characteristics of the product, people
often think with their mind and make a rational decision, but when you target their emotions,
they make irrational decisions.
So, he started advertising Cigarettes as a sign of woman’s liberalization.
He took advantage of the feminist movement.
He hired the woman and organized rallies where these women had to smoke.
They would say: “Women!
Light another torch of freedom!
the media quickly spread the word and Smoking become the symbol of freedom for woman.
But Berneys did not stop there, he started advertising that on newspapers, radios and
everywhere else.
This strategy might seem too simple to work but over the next few decades, one-third of
American woman started to smoke, which was heaven for the American tobacco industry.
That's how propaganda became the foundation of modern marketing.
but of course, the most successful companies are the ones that you do not even suspect.
For some reason we believe that everyone should be on Instagram, drink coca cola or driving
a Ferrari is a sign of success.
According to Barnay, there are 3 steps to effective propaganda.
First, massive repetition.
Advertise everywhere for as long as possible.
It's important to take as much space as possible in your mind.
That's why you don't have to look for propaganda, its already discussed by the people around
you.
The second step is to convince you that you are a smart, intelligent person who makes
decisions independently.
Because the moment you realize that someone else is pushing to do something, you will
do otherwise.
Brainwash people that they know whats the right thing.
The final step is the emotional association.
Apple associates their products always with family, happiness, success.
So owning an Apple product means you are cool, you are catching up with the world and you
are successful.
That's why most people will not realize that they are under manipulation and will keep
making people on the other side of the world richer.
They will keep thinking that the gadget they own is the best in the world and worth every
penny they paid for it or the clothes they wear are made from materials that are not
even from earth.
The first step to getting out of this manipulation is to stop thinking and doing what everyone
else does.
Just because all your friends have that, doesn’t mean you should buy one as well.
But its really difficult to keep yourself away from propaganda because today in the
21st century, propaganda is at its peak since we all use the internet and every website
you visit gathers data about you, especially social media websites.
Even your private information is shared with giant corporations so that they manipulate
you in ways that you don't realize.
That's why it's important to use a virtual private network or VPN.
Because it makes your online actives anonymous, encrypts your information and masks your IP
address, in fact, you can be in one country while browsing the internet as if you are
in another country.
Which means advertisers, governments or even hackers won't be able to get your data.
Basically, you are safe.
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a cup of coffee.That's all for today, thanks for watching and I will see in the next one.