Like a true puppeteer, he inconspicuously tugged on the strings of society, guiding

他像一個真正的木偶人一樣，不起眼地拉著社會的弦，引導著社會的發展

it along his chosen path.

它沿著他選擇的道路。

This is the story of Edward Bernays: the man who manipulated America.

這是Edward Bernays的故事：操縱美國的人。

Our story begins after World War 1.

我們的故事從第一次世界大戰後開始。

Year: 1929.

年份：1929年。

Location: The city that never sleeps.

地點："不夜城"。不眠之城

AKA: New York.

又名：紐約。

America had undergone massive changes in the past several decades.

在過去的幾十年裡，美國經歷了巨大的變化。

Both the first and second Industrial Revolution had taken place, public education had largely

第一次和第二次工業革命都已經發生，公共教育已經基本實現了

been established, and over 50% of American citizens were living in cities [1].

已經建立，超過50%的美國公民生活在城市中[1]。

The city had moved past its embryonic state and was now fully alive.

這座城市已經過了胚胎狀態，現在已經完全恢復了活力。

A larger and growing middle class emerged.

出現了一個規模較大且不斷壯大的中產階級。

As a result of urbanization, more people were living in less space than ever before.

由於城市化的結果，更多的人生活在比以往更少的空間裡。

Industrialization gave us the ability to produce more goods than ever before.

工業化使我們有能力生產比以往更多的商品。

These products were desirable by a growing middle class which had more disposable income

這些產品是越來越多的中產階級所需要的，他們有更多的可支配收入。

than generations of the past.

比上一代人。

There is a yin and yang to city life.

城市生活有陰有陽。

In some ways it gives to us and, in other ways, it takes from us.

在某些方面，它給予我們，而在另一些方面，它從我們身上拿走。

It put more fish in our sea but it made it so much harder to stand out among the ocean

它讓我們的海里有了更多的魚，但也讓我們更難在海洋中脫穎而出了。

of people.

的人。

The consummation of these factors helped give birth to a new culture of consumerism.

這些因素的消耗有助於催生一種新的消費主義文化。

There was, however, one problem.

但是，有一個問題。

Due to industrialization, supply was capable of being much higher than demand.

由於工業化，供給能夠遠遠高於需求。

A business owner that could increase the demand of his products was like a pirate who had

一個能增加產品需求量的企業主就像一個海盜，他有足夠的能力來增加產品的需求量。

found an x on his map.

在他的地圖上發現了一個X。

This insight, in large part, paved the way for modern advertising.

這種洞察力，在很大程度上為現代廣告鋪平了道路。

Many owners were willing to go to great lengths to manipulate the public into buying their

許多業主願意不惜一切代價，操縱公眾購買他們的。

goods.

貨物。

This brings us to the man of the hour and the focal point of this essay: Edward Bernays.

這讓我們看到了當下的風雲人物，也是本篇文章的焦點。愛德華-伯奈斯

Bernays was the nephew of the iconic psychologist Sigmund Freud and, arguably, the father of

伯奈斯是標誌性的心理學家西格蒙德-弗洛伊德的侄子，也可以說是 "弗洛伊德之父"。

public relations and propaganda.

公共關係和宣傳；

At the time, advertisements were quite straightforward; they were a strict statement of the factual

當時的廣告很直白，廣告是對事實的嚴格陳述。

benefits of owning a product.

擁有產品的好處。

Largely inspired by the work of his uncle, Bernays believed that advertisements would

在他叔叔的啟發下，伯內茲相信，廣告將是一個很好的選擇。

be much more effective if advertisers understood group psychology.

如果廣告商瞭解群體心理，就會更加有效。

If they could understand the emotions, longings, unconscious desires, and questions of the

如果他們能理解的情感、渴望、無意識的慾望和問題的。

consumer, they could market their product as a fulfilling answer.

消費者，他們可以把自己的產品作為一個滿足的答案來推銷。

This may seem obvious today but it was a revolutionary form of advertising at the time that Bernays

這在今天看來可能是顯而易見的，但它是一種革命性的廣告形式，在當時，Bernays。

helped popularize.

幫助普及。

For example, a car company should market a car as a symbol of social status, wealth,

比如，汽車公司應該把汽車作為社會地位、財富的象徵來營銷。

and power as opposed to stating facts about how well it runs.

和權力，而不是陳述事實，說明它的運行情況。

The latter describes how cars actually used to be advertised!

後者描述的是過去汽車其實是如何做廣告的!

A salesman would have highlighted the factual benefits of a car: how far it could drive

銷售員會強調汽車的事實優勢：它能開多遠？

without refuelling, how it handles on the road, and whether it was automatic or manual.

在不加油的情況下，它在路上的操控性如何，是自動還是手動。

Bernays honed his skill of manipulating the public during WW1.

伯內斯在一戰期間練就了操縱公眾的本領。

He was hired to help rally national support for the war efforts.

他受僱幫助動員全國人民支持戰爭的努力。

His primary weapon?

他的主要武器？

Propaganda.

宣傳。

What is propaganda?

什麼是宣傳？

Here's a definition from Bernays' book :

這是Bernays書中的一個定義 。

“The mechanism by which ideas are disseminated on a large scale is propaganda, in the broad

"思想大規模傳播的機制是宣傳，在廣義的

sense of an organized effort to spread a particular belief or doctrine.”

有組織地傳播某種信仰或學說的意義"。

Essentially, propagandists use media, such as magazines, newspapers, radio, the internet,

從根本上說，宣傳者利用的是媒體，如雜誌、報紙、廣播、網絡。

and video, to manipulate the masses into accepting, or conforming to, a certain idea.

和視頻，來操縱大眾接受或順應某種觀念。

Because of its use in the World Wars, propaganda has taken on a very negative connotation.

由於在世界大戰中的使用，宣傳的內涵非常負面。

It manipulates people into adopting a particular belief or doctrine with the intent of removing

它操縱人們採用某種信仰或學說，目的是消除人們的疑慮。

their autonomy.

他們的自主權。

Many people see it as inherently wrong to use.

很多人認為使用它本身就是錯誤的。

On the other-hand, Bernays thought that propaganda was wrong only when it was spreading lies

另一方面，Bernays認為宣傳只有在傳播謊言的時候才是錯誤的。

or used for nefarious ends.

或用於邪惡的目的。

What makes this idea so troubling is that Bernays believes that he and other propagandists

這種想法之所以如此令人不安，是因為伯內斯認為，他和其他宣傳人員

know what is beneficial for the common good.

知道什麼是有益於公眾的利益。

This is a common trait among dictators and a theme that appears over and over again in

這是獨裁者的一個共同特點，也是在以下內容中反覆出現的一個主題。

his work.

他的工作。

He truly believed that most people were stupid sheep that needed an elite and intelligent

他真的相信，大多數人都是愚蠢的綿羊，需要一個精英和聰明的人

class to shepherd them.

班來牧養他們。

Before we dive deeper into one of Bernays' most notable campaigns, I think it's important

在我們深入瞭解伯恩利最著名的運動之一之前，我認為重要的是

to understand his overarching methodology for influencing the public.

以瞭解他影響公眾的總體方法。

*Symbolism.* As stated earlier, Bernays was a big believer in symbolism.

*象徵主義.*如前所述，Bernays是象徵主義的忠實信徒。

An idea or a product can become a movement when it represents something greater than

當一個想法或一個產品代表了比以下更重要的東西時，它就可以成為一種運動。

itself.

本身。

He believed that indirect methods of selling that appealed to a consumers unconscious thoughts,

他認為，間接的銷售方法，吸引了消費者無意識的想法。

emotions, and desires were much more potent than directly selling to a consumer using

情緒和慾望，比直接向消費者銷售使用的產品更有力。

facts.

事實。

[2]

[2]

*Influencers.* Another one of Bernays' powerful tactics was using authoritative or influential

*Influencers.* Bernays的另一個強有力的策略是利用權威性或影響力。

figures to help spread a message.

數字來幫助傳播資訊。

Think of a hierarchy.

想到了一個等級制度。

Bernays believed that influencing the people at the top of the pyramid would cause his

Bernays相信，影響金字塔頂端的人將會導致他的。

influence to cascade downwards.

影響，以層層遞進。

One person - a celebrity, for example - can have influence over thousands of people.

比如說，一個人--名人，可以對成千上萬的人產生影響。

Bernays knew, if he could convince a single figure to adopt his ideology, that figure

貝內斯知道，如果他能說服一個人接受他的意識形態，這個人就是：

would effectively spread the message to their followers.

會有效地將資訊傳播給他們的追隨者。

This is known as influencer marketing and is utilized often by modern advertisers.

這就是所謂的影響者營銷，是現代廣告商經常利用的。

*Group Norms.* By altering group norms, Bernays could impose a social pressure on consumers

*群體規範* 通過改變群體規範，Bernays可以對消費者施加社會壓力。

that would force them to buy something to “fit in”.

這將迫使他們購買一些東西來 "適應"。

[2]

[2]

*Mental Space.* Bernays understood that a consumers mental space was the holy grail

*貝奈斯明白，消費者的精神空間是聖盃。

of advertising.

的廣告。

Securing a safe spot in as many minds as possible was the prime objective.

在儘可能多的人心中確保一個安全的位置是首要目標。

For that reason, he believed in advertising EVERYWHERE.

是以，他相信廣告EVERYWHERE。

Newspapers.

報紙。

Magazines.

雜誌。

Radio.

無線電：

It was all necessary.

這一切都是必要的。

The total amount of mental space available was limited and so competition for it was

可供利用的精神空間總量有限，是以爭奪精神空間的競爭是

intense.

激烈。

[2]

[2]

For example, let's assume that I sell apples.

舉個例子，我們假設我是賣蘋果的。

My competition isn't just other apple companies.

我的競爭對手不僅僅是其他蘋果公司。

It's all food sellers, because individuals are limited in the amount of food they can

都是賣食品的，因為個人的食品數量有限

eat in one day.

一天之內吃完。

Therefore, I want to advertise more than ALL other food sellers.

是以，我想比其他所有食品銷售商做更多的廣告。

Whether you're thinking of breakfast, lunch, dinner, or dessert I want the apple to be

無論是早餐、午餐、晚餐，還是甜點，我都希望蘋果是

the primary food that occupies your mind.

佔據你心靈的主要食物。

Essentially, I'm competing with all other food sellers for that small space in your

本質上說，我是在和所有其他食品銷售商競爭，爭奪你的那個小空間

mind that you reserve for information on which groceries to buy.

介意你保留的資訊，買哪些雜貨。

Bernays fundamentally understood this idea of “inter-commodity” competition [2].

伯尼斯從根本上理解了這種 "商品間 "競爭的思想[2]。

Popular examples of inter-commodity wars today would be taxis vs ubers, movie theatres vs

今天流行的商品間戰爭的例子是計程車與ubers，電影院與。

arcades, and newspapers vs online video.

商場，以及報紙與網絡視頻。

Now that we understand a bit more about Bernays and his methods, we can discuss one of his

現在我們對伯恩利和他的方法有了更多的瞭解，我們可以討論一下他的其中一個方法

most notable campaigns: getting women to smoke.

最著名的運動：讓婦女吸菸；

As a result of the first World War, many women had taken up jobs that, previously, only men

由於第一次世界大戰的結果，許多婦女從事了以前只有男子才能從事的工作。

had worked.

了工作。

They were starting to make their own incomes and becoming more independent.

他們開始有了自己的收入，變得更加獨立。

As a symbolic declaration of their newfound independence, some women began smoking cigarettes

作為她們新發現的獨立的象徵性宣言，一些婦女開始吸菸。

- a behaviour typically reserved for men.

- 一種典型的男性專屬行為；

Smoking was still largely taboo among women and looked down upon by the majority of society.

吸菸在很大程度上還是女性的禁忌，被社會上大多數人看不起。

Although, this dynamic was slowly shifting.

雖然，這種動態正在慢慢轉變。

[5]

[5]

At the same time, slim figures were coming into vogue.

與此同時，苗條的身材也開始流行起來。

[3, 5, 6]

[3, 5, 6]

Cigarette companies wanted to capitalize on both of these trends and win over the female

捲菸公司希望利用這兩種趨勢，贏得女性

demographic.

人口結構。

One business in particular, the American Tobacco Company (ATC), hired Edward Bernays to help

其中有一家企業，美國菸草公司（ATC），聘請愛德華-伯內茲幫助它。

tap into the burgeoning female market.

開拓蓬勃發展的女性市場。

The president of the ATC, George Washington Hill, wanted to make “Lucky Strikes” - his

ATC的總裁喬治-華盛頓-希爾想讓 "幸運之擊"--他的。

flagship brand of cigarettes - popular among women.

香菸的旗艦品牌--深受女性歡迎。

With the help of Albert Lasker, the ATC came up with an ingenious but evil slogan: “Reach

在阿爾伯特-拉斯克的幫助下，ATC提出了一個巧妙而又邪惡的口號："Reach"。

for a Lucky Instead of a Sweet.”

為一個幸運而不是一個甜蜜。"

Bernays was enlisted to help popularize the message that smoking a Lucky, as opposed to

Bernays被招募來幫助普及資訊，即抽Lucky煙，而不是抽菸。

eating a sweet, would help women achieve their ideal figures.

吃甜食，會幫助女性達到理想的身材。

[3, 7]

[3, 7]

Bernays reached out to popular photographers, magazines, and newspapers to help spread the

Bernays聯繫了受歡迎的攝影師、雜誌和報紙，以幫助傳播。

idea that thin figures were, indeed, the new fashion.

瘦身的想法，確實是新的時尚。

He also recruited medical experts to advocate cigarettes as a healthy alternative to eating

他還招募醫學專家，倡導以煙代食，健康生活。

sweets.

糖果。

[3]

[3]

Bernays tried to build two key associations in the public mind using propaganda:

伯內斯試圖利用宣傳在公眾心目中建立兩個關鍵的聯想。

* being thin is fashionable.

* 瘦是一種時尚。

* cigarettes help you get thin.

*香菸能讓你變瘦

The campaign helped increase the amount of women smoking in America but it still wasn't

該活動有助於增加美國女性的吸菸量，但仍未。

enough for Hill.

夠希爾。

He said that women have become more comfortable smoking indoors but there was still a taboo

他說，女性在室內吸菸已經變得越來越自在，但仍有禁忌。

around smoking outdoors.

在戶外吸菸的周圍。

Once again, he enlisted Bernays to help solve this dilemma.

他又一次請伯內斯幫忙解決這個難題。

[3, 5, 6]

[3, 5, 6]

As we already know, Bernays inherited a love of symbolism from his uncle Freud.

我們已經知道，伯奈斯從他的叔叔弗洛伊德那裡繼承了對象徵主義的熱愛。

More women were already starting to smoke during and after WW1, as a symbolic way of

在第一次世界大戰期間和之後，更多的女性已經開始吸菸，作為一種象徵性的方式。

challenging male power.

挑戰男權；

Bernays wanted to capitalize on that trend.

伯內斯想利用這一趨勢。

In the year 1929, he staged a notable event — during the Easter Sunday Parade in New

York — that would help popularize smoking a cigarette as a symbol of female independence.

約克--這將有助於普及吸菸作為女性獨立的象徵。

Several young suffragettes, what we might refer to today as feminists, were hired to

幾位年輕的參政者，也就是我們今天所說的女權主義者，被僱傭來

publicly smoke cigarettes during the parade.

在遊行過程中公開吸食香菸。

The cigarettes were to be referred to as “Torches of Freedom”.

這些香菸將被稱為 "自由之火"。

[3, 5]

[3, 5]

Bernays knew that this public declaration of independence and challenge of male power

伯內斯知道，這種公開宣佈獨立、挑戰男權的行為

would be eaten up by the press.

會被媒體吃掉。

He even hired his own photographers to make sure that high-quality photos were taken of

他甚至聘請了自己的攝影師，以確保拍攝出高質量的照片。

the momentous occasion [3].

的重要時刻[3]。

He knew that media coverage would spark a controversial debate, in homes and offices

他知道，媒體的報道會引發一場爭議性的辯論，在家庭和辦公室裡。

all across the country, about women smoking.

全國各地，關於婦女吸菸。

Any female who wanted to partake in the debate and publicly declare her independence could

任何想參加辯論並公開宣佈獨立的女性都可以參加。

do so by smoking a cigarette.

通過抽菸來做到這一點。

This single campaign highlights some of Bernays' tactics for making effective propaganda.

這一次的宣傳活動，突出了伯恩利進行有效宣傳的一些策略。

1.

1.

*Create symbols -* the cigarette (product) was linked to female independence (symbol)

*創造符號 -- -- *香菸（產品）與女性獨立有關（符號）。

in order to increase the perceived value of the product.

以提高產品的感知價值。

The cigarette became more than a product: it became a movement.

香菸不僅僅是一種產品：它變成了一種運動。

2.

2.

*Appeal to unconscious desires -* Bernays first linked cigarettes to the female desire

*對無意識的慾望的呼籲 -- -- Bernays首次將香菸與女性的慾望聯繫起來。

to be thin which was coming into vogue at the time.

瘦，這在當時是很流行的。

Afterwards, Bernays linked the cigarette to the growing female independence movement.

此後，伯內斯將香菸與日益增長的女性獨立運動聯繫起來。

3.

3.

*Normalizing behaviour (everyone's doing it, you should too!)

*行為規範化（大家都在做，你也應該做！）。

-* Bernays did not, at anytime, directly advertise cigarettes to the public.

-* Bernays在任何時候都沒有直接向公眾宣傳香菸。

Instead, he helped normalize certain behaviours in society.

相反，他幫助社會上的某些行為規範化。

First, he helped bring thin frames into fashion by reaching out to influencers and media connections.

首先，他通過接觸影響者和媒體關係，幫助將薄型鏡框帶入時尚界。

Then, he linked Lucky Strikes cigarettes with thinness and helped normalize smoking among

然後，他將 "Lucky Strikes "香菸與瘦身聯繫在一起，幫助人們將吸菸正常化。

women.

婦女：

4.

4.

*Mental Space -* Bernays tried to be in as many media outlets, newspapers, magazines,

*心理空間--*伯內茲試圖出現在儘可能多的媒體、報紙、雜誌上。

and minds as possible.

和思想盡可能的。

He wanted smoking to occupy a place in everyones heads.

他想讓吸菸在每個人的腦海中佔據一席之地。

One of the most effective ways to claim that mental space was by sparking conflict and

索要心理空間最有效的方法之一就是引發衝突和。

debate in the community.

社會上的辯論。

So, you may be wondering: why did I choose to discuss Edward Bernays in this essay?

所以，你可能會有疑問：為什麼我選擇在這篇文章中討論愛德華-伯恩利？

This essay is part of a longer series that will explore the effects of propaganda and,

這篇文章是一個較長的系列文章的一部分，將探討宣傳的效果和。

ultimately, social control.

最終，社會控制。

I thought Bernays served as a good focal point to begin the discussion on because he was

我認為Bernays作為一個很好的焦點開始討論，因為他是。

a pioneer in public relations and mass media propaganda.

公共關係和大眾媒體宣傳的先驅者。

A journalist once told Bernays that he was one of many influences on Joseph Goebbels:

一位記者曾對伯內斯說，他是對約瑟夫-戈培爾影響很大的人之一。

the Minister of Propaganda in Nazi Germany.

納粹德國的宣傳部長。

[4]

[4]

For better or worse, Bernays was one of the first people to see public relations and propaganda

不管好壞，伯內茲是最早看到公共關係和宣傳的人之一。

in a scientific way.

以科學的方式。

He helped create a framework for how propaganda works in many of his books such as “Crystallizing

他在他的許多書中，如《結晶》，幫助創建了一個宣傳工作的框架。

Public Opinion” and “Propaganda”.

輿論 "和 "宣傳"。

He popularized concepts that are very prevalent in advertising today.

他普及了當今廣告界非常盛行的概念。

Products have become symbols of something an individual wants to signal to the outer

產品已經成為個人想要向外界發出的信號的象徵。

world or a substitute for a certain feeling.

世界或某種感覺的替代品。

Buying a car brings status.

買車能帶來地位。

Purchasing a new phone brings happiness.

購買一部新手機會帶來幸福感。

Buying those new style of shoes becomes necessary to avoid the social pressure of not fitting

為了避免不合腳的社會壓力，購買那些新式的鞋子變得很有必要。

in.

在：

Bernays believed that any product or idea could be sold to the public through the use

Bernays認為，任何產品或想法都可以通過使用以下方式向公眾銷售。

of propaganda as long, as the propagandist understood group psychology.

的宣傳，只要宣傳者瞭解群體心理。

Now, the big question becomes: is it possible to defend yourself against propaganda?

現在，最大的問題變成了：是否可以抵禦宣傳？

I'm a little torn over this question myself, but I will do my best to explore it in some

對於這個問題，我自己也有些糾結，但我會盡自己最大的努力去探討一些問題。

upcoming videos but, for now, I really wanted to turn the question over to you.

即將到來的視頻，但是，現在，我真的想把問題交給你。

Do you think it's possible to defend yourself against propaganda?

你認為可以抵禦宣傳嗎？