Century of the Self

manipulate

"Bernays was the first person to take Freud's ideas about human beings and use them to __________ the masses."

needs, desires

"We must shift America... from a __________ to a __________ culture. People must be trained to desire, to want new things even before the old had been entirely consumed."

torches, freedom

"Bernays then informed the press that he had heard that a group of suffragettes were preparing to protest by lighting up what they called __________ of __________."

engineering, consent

"By stimulating people's inner desires and then sating them with consumer products he was creating a new way to manage the irrational force of the masses. He called it the __________ of __________."

consumer

"The American citizen's first importance to his country is now no longer that of citizen, but that of __________."

focus group

"He [Ernest Dichter] invented the whole technique for mining the unconscious about the hidden psychological wants that people had about products. This became the __________ __________."

guilt, egg

"In other words he [Dichter] had understood that the barrier to the consumption of the product was housewives' feeling of __________ about using it... And the way you do that is you give the housewife a greater sense of participation... By adding an __________."

desire

"It was a strategy for creating a stable society. Dichter called it the strategy of __________."

policeman

"It was summed by the slogan 'There's a __________ inside all our heads - he must be destroyed'."

inner

"The SRI called them the __________ directives. These were people who felt they were not defined by their place in society but by the choices they made themselves."

consumer

"Dick Morris... said that I felt the most important thing for him [Clinton] to do was to bring to the political system the same __________ rules philosophy that the business community has."

wine, Cheerios

"Groups of eight people you know drinking __________ and eating __________ what they thought determined effectively everything that the labor party did."

Council on Public Relations, 1919

To replace the term "propaganda," which had been damaged by the Germans during World War I, Edward Bernays coined the term __________. He opened an office in New York in __________, the first time this term was used,.

Torches of Freedom

To break the taboo against women smoking, Bernays consulted psychoanalyst A.A. Brille, who claimed cigarettes were a symbol of the penis. Bernays then staged an event at the Easter Parade where debutantes lit cigarettes, branding them as "__________",.

Elite

Political writer Walter Lippmann argued that because the "bewildered herd" (the masses) was driven by unconscious forces, democracy required a new __________ to manage them through psychological techniques

Guatemala, 1954

During the Cold War, the CIA and the United Fruit Company used Bernays' propaganda techniques to frame the democratically elected President Arbenz of __________ as a communist threat, leading to a coup in __________,.

Egg

Psychoanalyst Ernest Dichter, a pioneer of the focus group, discovered that housewives resisted instant cake mixes due to unconscious guilt. He advised the company, Betty Crocker, to instruct the consumer to add an __________, which symbolized a gift to the husband, causing sales to soar,.

Conform

Anna Freud believed that if individuals were taught to __________ to social rules, their conscious ego would be strengthened to control dangerous unconscious forces. This theory heavily influenced American post-war social planning.

Values and Lifestyles

In the 1970s, the Stanford Research Institute (SRI) developed a categorization system called __________. This system allowed marketers to predict consumer behavior based on psychological drives rather than just social class.

Esalen

A radical therapy movement, heavily influenced by Wilhelm Reich and centered at the __________ Institute in California, encouraged people to express their inner feelings openly to break free from social conditioning.

Erhard Seminar Training

Werner Erhard, the founder of __________, taught that the core of the self was "nothing," allowing individuals to invent themselves. This shifted the focus from political activism to personal transformation

Neuro-personality

Political strategist Dick Morris advised Bill Clinton to treat voters as consumers. He utilized a __________ poll to identify lifestyle types among swing voters, leading to "small-bore" policies like V-chips and school uniforms,.

Consumers

Philip Gould, a strategy advisor for the British Labor Party, used focus groups to discover that voters had become __________ who wanted politics on their own terms, leading to the rise of "New Labor".