COP1 Lecture 9 - Consumerism

- Sigmund Freud (1856-1959), theory of human nature, psychoanalysis, animal insticts, primitive, the unconcious
- Argued that dangerous desires = incompatible with everyday scenarios - must suppress these in order to get on in society.
- War no suprise - anger someone = they will react
- Edward Bernays (1891-1995), Freud nephew
- 1920, smoking, women - taboo 
- Encourage women to smoke - increase sales
- Media stunt - actresses in elegant/ feminine clothing - light up a cigarette and get photographed by the media. 1923 Comes up with the discipline of public relations, this is a fusion of organised management of public opinion.
- 1924 Coolidge asked Bernays to help improve chances of becoming president -  Bernays used celebrity endorsement from jazz artist of time
 - 1928 Bernays produced propaganda for the war
- 'fordism' 
- developed system of making things - involved production line in huge factory- increasing speed of production = mass production.
- 1910 = 20,000 cars produced compapred to 1927 = 15 million cars produced
- Mass production =  more products to sell = branding was invented.
- Things made to sound more loving e.g  'Aunt Jemima's' - humanises brand
- Shift in society, going from manufacturing things that people need, to things that people desire.
- Hidden Needs:
- emotional security- reassurance of worth- ego gratification - immortality 
- America - The Great Depression