Transcript Slide 1
The Truth Behind Marketing I am Edward Bernays, the man who developed Public Relations in the early 1900s. Did you know that Sigmund Freud was my uncle? "If you can use propaganda for war you can certainly use it for peace.” - Edward Bernays Using psychological insights I learned from my uncle, I discovered that the key to powerful marketing is to create an emotional connection between people and the product. Create an emotional connection: “If I have that, I will feel...” Objects can become powerful emotional symbols of how you want others to see you and how you want to see yourself. Objects are powerful status symbols. “How people feel about me………..” When people engage themselves emotionally with a product they will feel that they need it. Create an emotional need: “I must have it so I can feel…..” There is a taboo against women smoking. I want women to smoke cigarettes! (George Hill, president of the American Tobacco Corporation) What hidden desire connects women to cigarettes? (Edward Barneys) Cigarettes are symbols of men’s dominance over women. If you can connect cigarettes to challenging mans power, women would smoke because they want to feel equally powerful. (AA Brille, famous psychoanalyst) Smoking = Emotion (attractive and powerful) Cigarettes = Women feel attractive and powerful. ~ Emotion of Women‘s Liberation ~ Emotion of Equal Rights Pro-Health Emotional Marketing Pro-Health Marketing Emotional Marketing Cigarettes Cars Directed at Women Directed at Adults Air Pollution Sedentary, Death/Injury Health Problems Pro-Health Emotional Marketing Response “Truth” campaign Your Advertisement!! Jaguar Land Rover Honda Schwinn Bike Kaiser Bike Use Emotional Marketing to create an Advertisement. Green Transportation: walk – bike – carpool – bus – train - ferry 1) film 2) poster 3) piece of art 4) rap, poem, radio announcement… Green Transportation Ads Audience: Your school Product: Green Transportation Marketing Strategy: Emotional Appeal (fun, attractive, social, exciting, easy) Need an idea? Parody (copy) another ad! Negative Emotional Marketing: Cars How does it make you feel? Positive Emotional Marketing: Bicycles How does it make you feel?