Context / Background

• Edward Bernays: pioneer of public relations and propaganda
• Early to mid-20th century
• Mass media was expanding, people were more influenced by campaigns
• Applied psychology to shape public opinion and behaviour

Psychological Techniques Used

• Used authority figures and experts to persuade audiences
• Appealed to emotions rather than pure logic
• Created associations between products/ideas and social values
• Repetition and staged public events to normalise behaviours
• Subtle manipulation of public perception

Impact / Results

• Public behaviour or opinions changed in desired ways
• Campaigns led to higher product sales or social adoption of ideas
• Positive public reaction for the campaign’s goals
• Long-term influence on modern advertising and PR techniques

Ethical Considerations

• Manipulation vs informed choice of the public
• Audience often unaware they were being influenced
• Power imbalance between PR professionals and general public
• Debate over morality of using psychology in persuasion

Link to Your Project

• Psychology influences how audiences perceive your video
• Music and sound effects can guide emotional responses like Bernays guided public opinion
• Can use psychological principles to enhance engagement or storytelling
• Reflect on ethical use of these techniques in your own work