Name: 一個人如何操縱全美國 (How One Man Manipulated All of America)
Uploaded: 2020-10-20T19:26:23.000Z
Duration: 12 min 18 s

This is the story of how one man manipulated an entire country.

這是一個關於一個人如何操縱整個國家的故事。

情態副詞

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

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。

我們的故事從第一次世界大戰後開始。

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。

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。

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。

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。

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。

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"。

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。

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。

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。

“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。

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。

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。

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

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。

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。

*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。

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。

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"。

*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。

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.

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

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

舉個例子，我們假設我是賣蘋果的。

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一個人如何操縱全美國 (How One Man Manipulated All of America)

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