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Engineering of Consent - BERNAYS Edward - 1955. 
1955 - BERNAYS, Edward L. The Engineering of Consent. Norman, OK: University of Oklahoma Press, (1955). Octavo, original blue cloth, original dust jacket. $1600.First edition of Bernays' foundational 1950s work on advertising and public relations"""Bernays was instrumental in the search for professional recognition""edited by him with his lead essay, "The Theory and Practice of Public Relations," along with seven essays by leaders in advertising, government, journalism, philanthropy and education.Edward Bernays, considered the father of public relations, "was truly a public relations scholar in every sense of the word, and taught the first course in public relations at New York University in 1923. By making use of market research".social surveys and public opinion polls he was instrumental in a shift of interest in public relations." Bernays, nephew of Sigmund Freud, "was among the first to understand that one of the implications of the subconscious mind was that it could be appealed to in order to sell products and ideas. You no longer had to offer people what they needed; by linking your brand with their deeper hopes and fears, you could persuade them to buy what they dreamt of" (Guardian). Building on early works such as Propaganda (1928), "in 1955 Bernays published another significant book, namely The Engineering of Consent, which included principles for public relations". Bernays was instrumental in the search for professional recognition by public relations practitioners (and identifying the obstacles that prohibit this), as well as contributing to the body of knowledge which makes up such an essential part of any profession" (du Plessis, Introduction to Public Relations, 12). In this work's lead essay, Bernays develops an eight-point set of directives and concisely defines public relations as "the attempt, by information, persuasion and adjustment, to engineer public support for an activity, cause, movement or institution." Bernays sees public relations as especially vital in a fast-moving world where "the need for trained professionals who can deal with increasingly difficult problems of adjustment, interpretation and persuasion is greater." Expanding on ideas Bernays presented in a 1947 piece for the Annals of the American Academy of Political and Social Science, Engineering of Consent, edited by him, also features essays by Howard Cutler of Bernays' agency; Sherwood Dodge, Vice President in charge of marketing at Foote, Cone and Belding; New York Times education editor Benjamin Fine; journalist and partner in Bernays' agency, Doris Fleischman; Brigadier General A. Robert Ginsburgh; John Price Jones, chairman of the fund-raising firm bearing his name; and Time magazine's director of promotion, Nicholas Samstag. A fine copy. [Attributes: First Edition; Hard Cover]
[Bookseller: Bauman Rare Books]
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