JOURN 3000 1st Edition Lecture 21Outline of Last LectureI. Public Opinion II. Publicity III. Ivy LeeIV. Bernays Outline of Current LectureI. Edward BernaysII. Professionalization of advertising III. Early film Current LectureEdward Bernays Describes job as PR counselor Bernays brings publicity experience, CPI experience, and psychology to PRAdvocates psychology to ‘engineer consent’ Uses for his corporate clients PR counseling for clients: Proctor & Gamble Survey of hospitals about soap; results used to promote Ivory Soap Stunts to promote Ivory Soap Beech-Nut Packing These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.Survey of doctors; results used to promote bacon Use of third party authorities Lucky Strikes Torches of Freedom Color Fashion Bureau Green Ball Advocated pro-social role for public relations Hold high ethical standards to clients, news media, public, themselves Counselors should refuse clients harmful to the public Police the public interest, i.e., make sure their clients’ interests are the public’s interests Professionalization of Advertising Professionalization of AdvertisingAdvertising agencies grow and spread in 1890s – beyond Specialization in and between agencies Local advertising clubs and associations form Advertising industry journals form ` Associations push for occupational norms Truth-in-Advertising movement goes national in 1911 Form of self-policingThen leads to state legislation Copywriting becomes the responsibility of ad agencies, not advertisers Competing views of advertising copy’s purpose Education, rational appeals ‘Salesmanship in print’ Psychological a Legitimizing the profession Psychological appeals Early Film Auguste and Louis Lumière Create Workers Leaving the Lumière Factory (1895); several others Narrative, fiction film Documentary Film Many films in the 1900-10s are ‘documentaries’ Edward S. Curtis - Documentary photographer, then filmmaker Early American film Edward S. Curtis In the Land of the Head
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