Propaganda by Edward L. Bernays

Author:Edward L. Bernays [Bernays, Edward L.]
Language: eng
Format: epub
Tags: Politics, Psychology, Sociology, Philosophy, History, Business, Non-Fiction
ISBN: 9781935439028
Barnesnoble:
Goodreads: 9405500
Publisher: Ig Publishing
Published: 1928-01-01T00:00:00+00:00

While the concrete recommendations of the public relations counsel may vary infinitely according to individual circumstances, his general plan of work may be reduced to two types, which I might term continuous interpretation and dramatization by high-spotting. The two may be alternative or may be pursued concurrently.

Continuous interpretation is achieved by trying to control every approach to the public mind in such a manner that the public receives the desired impression, often without being conscious of it. High-spotting, on the other hand, vividly seizes the attention of the public and fixes it upon some detail or aspect which is typical of the entire enterprise. When a real estate corporation which is erecting a tall office building makes it ten feet taller than the highest skyscraper in existence, that is dramatization.

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