Bereneis Biography

Bereneis adapted the ideas of his uncle, Z. Freud, for the purposes of state agitation and commercial advertising. Gained fame as one of the authors of propaganda campaigns to involve the United States in the First World War and the organization of information support of the military coup in Guatemala.

He collaborated with leading world brands, popularizing different ideas and products: from female smoking to the fight against smoking. Bereneis was born in the family of sisters Z. Freud A. Freud and brother of Freud E. Thus, he was twice a relative of the founder of psychoanalysis. In addition, Bereneis is the great -grandson of the main rabbi of Hamburg - I.

in the x. He graduated from the University of Cornell with a degree in agriculture, but preferred to make a career as a journalist. He worked in medical journals Medical Review of Reviews and Dietetic and Hygienic Gazette, where he promoted water procedures and fought with fashion for corsets. Later, through these publications, he was engaged in the promotion of the American adaptation of the play by E.

Conservative America could not accept the production of confused. However, the magazine gathered its own public council, which decided that the play has a moralizing character and helps to fight sexually transmitted diseases. The magazine achieved that the play was supported by J. Rockefeller Jr., F. Roosevelt and E. Roosevelt and other influential people. The task of the committee is to mobilize public resources for the sake of victory in the 1st World War.

The Americans were the beginning of the 20th century. The authorities needed to explain to the ordinary American why he should spend money buy military bonds or kill and die away from the house. Thanks to the efforts of intellectuals like Bernis, this problem was solved. Instead of informing the Americans about military losses, providing objective facts, they were inspired by specially selected plots about the heroism of the Entente soldiers and the atrocities of the Huns.

The abstract idea of ​​“democracy in Europe” reached the hearts of the Americans: the foreign policy of the United States received support, and Bernis was invited to take part in the Paris Peace Conference after the war. Experience in military propaganda formed Bereneis's views on PR. Ideologically, he joined the group of American intellectuals, convinced that the enlightened minority could manipulate the masses for their own good.

This idea was based on Bernis's program work “Propaganda” Bernes claimed that society always consisted of talented and energetic people who could set directions, introduce new fashion, promote ideas and values, i.e. an elitist view of society is characteristic of Bernisa and in everyday life. So, his daughter noted that one of Bernis’s favorite epithets, which he used in relation to subordinates, children, acquaintances and especially the audience, was “stupid” Zhdanov.

One of the most famous campaigns developed by Bernis for commercial brands is the “torch of freedom” English. Torches of Freedom. American Tobacco Company, the owner of the Lucky Strike brand was concerned that he loses half the market due to the fact that female smoking is considered a sign of vulgarity and licentiousness. If even women from high society could smoke in Europe, in the United States back in the middle of the X.

These restrictions did not concern men. Bereneis decided to turn the situation using the resources of the gaining momentum of feminism. In the city, the “torches of freedom” had to light the activists at the Easter procession. No one understood what exactly would happen. As a result, the whole press wrote about a group of attractive women, who at a certain moment got cigarettes and lit a cigarette right in front of the cameras.

Since then, smoking women appeared on packs of cigarettes, in cinema, advertising, at mass events. Actresses, models, opera singers, representatives of the European Higher Belarus and even doctors called for smoking women. The initiators of this campaign actively convinced women that smoking contributes to weight loss, and a cigarette is a good replacement for sweets.

If in the x Bereneis advised politicians and representatives of companies all his life. It is believed that one of his last major campaigns was the information support of Kuwait during the Gulf of Persian, just as during the 1st World War, the Germans were accused of cut off their hands to women, during the war in the Persian Gulf of Iraqi, they were accused of throwing premature babies from the incubators in maternity hospitals, and the national team of the football team in the football football team They shot in full force Center.

Bereneis died in the city theory of propaganda Bern and the social representations of the sociologist G. Lasswell and journalist W. Lippman, as well as on the mass psychology of the sociologist G. Lebon and psychoanalysis Z., it is believed that it was Bernisu who managed to popularize psychoanalysis in the United States, giving him to society as a teaching at the forefront of Sex Zhdanov.

As a social theoretician, Bereneis proceeded from the fact that in a mass society, dominant classes have to resort to propaganda more and more often in order to maintain their position.At the same time, not only state power is engaged in propaganda, but also any organized group interested in defending their interests in a public field. One and the same person can be both the subject and the object of propaganda.

For example, he can develop the election campaign of the political party, but he himself be a “victim of marketing” in fashion matters. People who are professionally engaged in propaganda, public relations, according to Bereneis, form an “invisible government”, which programs the tastes, habits and views of the consumer society of Bernis. Bernis actively turned to the concept of “group consciousness”, demonstrating that society is divided into many media, circles, layers, voluntary organizations, sects, strata, etc.

Each social group has its own authorities, the leaders of opinions, whose position the group will easily take without additional arguments. It is Bereneis who proposes to use such opinion leaders in propaganda campaigns. Before Bernis, American advertising was functional. She honestly talked about the merits of the goods. The innovation of Bereneis was not to refer not to a conscious, rational need, but to an irrational unconscious desire.

A cigarette was served as a symbol of emancipation with a distinct phallic connotation, clothing, accessories, food - as a status marker, an element of identity, lifestyle. Bereneis sold people not specific goods, but stories about themselves. Perennial multi-figure PR campaigns with the participation of politicians, stars, intellectuals and journalists organically built into the life of society.

Only a decade later could Bernis admit that he served the interests of a corporation, and, accordingly, many related social effects had a staging character. Propaganda, according to Bereneis, determines the cultural appearance of entire generations, whose representatives do not change their habits all their lives of Zhdanov. Published on March 31, the latest update on August 21 to contact the editors.