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Editorial Reviews
Amazon.com Review
Biographer Larry Tye can't help but be entertained by his subject's professional antics. Edward L. Bernays (1892-1995), a pioneering practitioner of public relations, zestfully ballyhooed his clients, utilizing a shrewd blend of publicity stunts, careful cultivation of the press, and solicited endorsements from "experts." Yet journalist Tye is also aware of the moral ambiguities inherent in the career of a man who vigorously promoted cigarette smoking and whose work for the United Fruit Company played at least some role in the 1954 military overthrow of Guatemala's democratically elected government. This judicious book balances appreciation for Bernays' inventiveness with a sober understanding of its consequences, including the extent to which PR permeates contemporary American life. --Wendy Smith --This text refers to an out of print or unavailable edition of this title.
From Publishers Weekly
Dubbed the "Prince of Puff" and the "Baron of Ballyhoo," Edward L. Bernays, who died in 1995 at the age of 103, was arguably the most influential publicist of the 20th century. The nephew of Sigmund Freud, Bernays brought an astute grasp of human behavior to the nascent field of public relations, opening his own PR firm in 1919 and launching celebrated publicity campaigns for American Tobacco, Ivory Soap, United Fruit, book publishers, manufacturers of eggs and bacon and the platforms of presidents from Coolidge to Eisenhower. In this comprehensive biography, Tye, a Boston Globe reporter, attributes Bernay's success to a marketing philosophy that he terms "Big Think," which combined high-concept publicity stunts, endorsements from doctors, national surveys and other forms of publicity whose actual product endorsement was cleverly veiled. To promote Lucky Strike cigarettes among women in an age in which smoking in public was still outre, for example, he arranged for a parade of smoking debutantes to march down Fifth Avenue. To market Ivory soap, he created a hugely popular national soap-sculpting contest. A domineering and self-absorbed man who never missed a chance to promote himself ("in an era of mass communication," he often remarked, "modesty is a private virtue and a public fault"), Bernays eventually became a pariah in the industry that he helped to create. At times, Tye too blithely credits Bernays for shaping events and product success, rather than seeing his work as only one part of the welter of mass media manipulations that have long since transformed American life. But Tye succeeds in piercing the rapidly spinning mythology that perpetually surrounded the man who, he convincingly argues, pioneered the modern science of spin.
Copyright 1998 Reed Business Information, Inc. --This text refers to an out of print or unavailable edition of this title.
See all Editorial Reviews
Biographer Larry Tye can't help but be entertained by his subject's professional antics. Edward L. Bernays (1892-1995), a pioneering practitioner of public relations, zestfully ballyhooed his clients, utilizing a shrewd blend of publicity stunts, careful cultivation of the press, and solicited endorsements from "experts." Yet journalist Tye is also aware of the moral ambiguities inherent in the career of a man who vigorously promoted cigarette smoking and whose work for the United Fruit Company played at least some role in the 1954 military overthrow of Guatemala's democratically elected government. This judicious book balances appreciation for Bernays' inventiveness with a sober understanding of its consequences, including the extent to which PR permeates contemporary American life. --Wendy Smith --This text refers to an out of print or unavailable edition of this title.
From Publishers Weekly
Dubbed the "Prince of Puff" and the "Baron of Ballyhoo," Edward L. Bernays, who died in 1995 at the age of 103, was arguably the most influential publicist of the 20th century. The nephew of Sigmund Freud, Bernays brought an astute grasp of human behavior to the nascent field of public relations, opening his own PR firm in 1919 and launching celebrated publicity campaigns for American Tobacco, Ivory Soap, United Fruit, book publishers, manufacturers of eggs and bacon and the platforms of presidents from Coolidge to Eisenhower. In this comprehensive biography, Tye, a Boston Globe reporter, attributes Bernay's success to a marketing philosophy that he terms "Big Think," which combined high-concept publicity stunts, endorsements from doctors, national surveys and other forms of publicity whose actual product endorsement was cleverly veiled. To promote Lucky Strike cigarettes among women in an age in which smoking in public was still outre, for example, he arranged for a parade of smoking debutantes to march down Fifth Avenue. To market Ivory soap, he created a hugely popular national soap-sculpting contest. A domineering and self-absorbed man who never missed a chance to promote himself ("in an era of mass communication," he often remarked, "modesty is a private virtue and a public fault"), Bernays eventually became a pariah in the industry that he helped to create. At times, Tye too blithely credits Bernays for shaping events and product success, rather than seeing his work as only one part of the welter of mass media manipulations that have long since transformed American life. But Tye succeeds in piercing the rapidly spinning mythology that perpetually surrounded the man who, he convincingly argues, pioneered the modern science of spin.
Copyright 1998 Reed Business Information, Inc. --This text refers to an out of print or unavailable edition of this title.
See all Editorial Reviews
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Inside This Book
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First Sentence:
IT WAS SUPPOSED TO BE A SECRET. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
crystallizing public opinion, public relations counsel, fruit company Key Phrases - Capitalized Phrases (CAPs): (learn more)
New York, United Fruit, American Tobacco, United States, World War, Fifth Avenue, Big Think, Ivy Lee, Ballet Russe, Eddie Bernays, Sigmund Freud, Library of Congress, Damaged Goods, Light's Golden Jubilee, Doris Fleischman, Green Ball, Lucky Strikes, General Motors, Middle America, Columbia University, Daddy Long-Legs, Ely Bernays, Latin America, New Jersey, Atlantic Monthly New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
IT WAS SUPPOSED TO BE A SECRET. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
crystallizing public opinion, public relations counsel, fruit company Key Phrases - Capitalized Phrases (CAPs): (learn more)
New York, United Fruit, American Tobacco, United States, World War, Fifth Avenue, Big Think, Ivy Lee, Ballet Russe, Eddie Bernays, Sigmund Freud, Library of Congress, Damaged Goods, Light's Golden Jubilee, Doris Fleischman, Green Ball, Lucky Strikes, General Motors, Middle America, Columbia University, Daddy Long-Legs, Ely Bernays, Latin America, New Jersey, Atlantic Monthly New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
Citations (learn more)
This book cites 69
books:
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19
books
cite this book:
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- Public Relations by Edward, L Bernays on 29 pages
- Crystallizing Public Opinion by Edward L. Bernays on 6 pages
- Public Relations: Concepts and Practices by Raymond Simon on 6 pages
- Engineering of Consent by E. L. Bernays on page 100, page 104, and Back Matter
- Words That Won the War: The Story of the Committee on Public Information, 1917-1919 by James Robert Mock on page 11, Back Matter (1), and Back Matter (2)
See all 69 books this book cites
- Meeting Louis at the Fair by Carol S. Porter in Back Matter (1), and Back Matter (2)
- Encyclopedia of Rhetoric (v. 1) by Thomas O. Sloane on page 83
- Total Access by Regis McKenna in Back Matter
- Biologists and the Promise of American Life: From Meriwether Lewis to Alfred Kinsey by Philip J. Pauly in Back Matter
- A Question of Intent : A Great American Battle With A Deadly Industry by David A. Kessler in Back Matter
See all 19 books citing this book
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