Abstract This study examines how Edward Bernays’ uses theories of mass psychology in promoting a prod-uct and whether this psychological approach is still utilized in marketing today. Initially, these prob-lem areas will be answered through an account of Bernays' theoretical sources of inspiration, fol-lowed by an analysis of the campaign Torches of Freedom (1929). Subsequently, a parallel will be drawn to the contemporary campaign Dove’s Real Beauty Campaign (2004). Finally, by discussing the role of mass psychology in current sales promotion, based on Det lærende brand (2005) by Claus Buhl and Brandwashed (2011) by Martin Lindstrom, the paper concludes that Bernays’ ideas are still relevant today. His ideas appears in the Dove Real Beauty Campaign, for instance: the notion of a leader or a leading conviction, society’s group structure in modern context and a widespread media coverage.
|Uddannelser||Basis - Humanistisk Bacheloruddannelse, (Bachelor uddannelse) Basis|
|Udgivelsesdato||23 jun. 2014|
- Edward Bernays
- Le Bon