Selling War 推销战争
视频来自网络公共资源，仅作学术研究之用。
如有版权问题，请与人大公共传播微信公众号联系。
You can turn back now 了解那些他们不想让你知道的事
or learn the stuff they don’t want you to know 了解那些他们不想让你知道的事
（Here are the facts:） 本集提要
Although Edward Bernays is little known today, 尽管公众对爱德华·伯内斯本人了解甚少，
his works speak for itself. 但从他的杰作中可探一二。
In an earlier episode, we explored Bernays’campaign to 上一集中，我们了解了伯内斯的
popularize smoking among women. 女性香烟普及运动。
But this wasn’t his only project. 但这并不是他的唯一成就。
He’s the reason Americans eat eggs and bacon for breakfast. 因为伯内斯，美国人的早餐餐桌上才出现鸡蛋和培根。
Before Bernays, most Americans ate a light breakfast. 在此之前，大多数美国人习惯于清淡的早餐。
In the 1950s, the Beech-Nut Packing Company contracted 20世纪50年代，为了扩大培根的销量，
Bernays to expand sales of bacon. 比纳包装公司开始与伯内斯合作。
Instead of attacking other bacon companies, 和攻击竞争对手的做法不同，
Bernays corded experts. 伯内斯这次找到了专家。
He brought a carefully worded letter 在一封措辞严谨的信中，
to 5,000 physicians asking them whether 他向5000名医生询问
a hearty breakfast was better than a light one. 一份丰盛的早餐是否胜过清淡的选择。
The results made headlines. 得到的答复被他登上了报纸头条。
More than 4,500 doctors recommended a hearty breakfast 4500余名医生建议人们享用丰盛的早餐，
and specifically mentioned bacon and eggs. 并特别提到了培根和鸡蛋。
Bernays’ plan was a success. 伯内斯的计划大获成功，
Business owners across the United States took notice. 这引起了全美企业主的关注。
And they weren’t the only ones. 但受到触动的并不只是他们。
In fact, Bernays worked for the United States 事实上，在伯内斯进行一系列企业公关之前，就一直在为国家工作。
both before and during his corporate campaigns. 事实上，在伯内斯进行一系列企业公关之前，就一直在为国家工作。
However, they didn’t pay him to sell bacon or cigarettes. 只不过他们付钱不是为了推销熏肉和香烟，
They paid him to sell wars. 而是让他去推销战争。
（Here’s where it gets crazy.）
In 1917, President Woodrow Wilson formed the 1917年，伍德罗·威尔逊总统成立
Committee on Public Information or CPI, 公共信息委员会（简称CPI），
which raised supports for US engagement in World War I. 为美国参与第一次世界大战提供支持。
Bernays worked for the organization, 该委员会由乔治·克里尔领导，伯内斯被收入其中。
which was headed by George Creel. 该委员会由乔治·克里尔领导，伯内斯被收入其中。
The brave president Wilson directed him in the use of propaganda. 骁勇的威尔逊总统命令伯内斯大加利用宣传造势。
The CPI hired thousands of four-minute men, 公共信息委员会雇佣了数千名“四分钟说客”，
speakers who were trained to 经过专门训练后
speak about the war for 4 minutes during community events. 他们在各个社区活动中进行4分钟演讲，以宣扬战争。
The men in CPI believed that the average tension 公共信息委员会认为人们注意力集中的
span was about 4 minutes. 平均时长约为4分钟。
Bernays’ work was successful. 伯内斯的举措非常成功，
And the United States eventually did enter World War I. 美国最终加入了一战。
His works didn’t stop there. 但伯内斯并没有停下。
Over the years, Bernays consulted with 多年来，他为包括
other presidents, Eisenhower, Hoover 艾森豪威尔、胡佛在内的其他总统提供咨询，
and more while continuing to consult with businesses, 同时继续为企业提供咨询服务，
often as claimed to face overlaps in strange ways. 因此常常要面临某些意想不到的业务冲突。
When the United Fruit Company was unhappy with 20世纪50年代，当联合果品公司不满于
the Democratic Government of Guatemala in the 1950s, 危地马拉民主政府时，
they first pulled strings with the US Embassy. 他们首先找到了美国大使馆。
Under the previous dictatorship, 在之前的独裁政府时期，
United Fruit had enormous control over the country. 联合果品对危地马拉有着绝对的控制权。
They had tax exemptions, a large degree of autonomy 他们享受免税政策和高度的自主权，
controlled the country’s railroad and post office. 并控制该国的铁路和邮局。
Yet the new president refused to support 然而，新上任的危地马拉总统拒绝
the United Fruit’s control of the nation. 接受联合果品的控制，
They also allowed the Communist Party to operate openly. 他们还允许共产党公开活动。
Unfortunately for those presidents and Guatemala, 但是对总统和危地马拉不利的是，
United Fruit had high-level connections. 联合果品有着非常高级别的政府背景。
Allen Dulles, the director of Central Intelligence, 中央情报局局长艾伦·杜勒斯，
was the stakeholder in United Fruit 是联合果品公司的股东，
and his brother John Foster Dulles was Secretary of State. 而他的哥哥约翰·福斯特·杜勒斯则时任美国国务卿。
But United Fruit still needed to convince the congress 但是，联合果品仍然需要让美国国会和公众信服，
the American public so they hired Edward Bernays. 因此他们聘请了爱德华·伯内斯。
Bernays persuaded congress and the administration that 伯内斯是这样劝说国会和政府的：
attacks on United Fruit were a proof of communist’s aversion 对联合果业的攻击是共产主义者反美情绪的有力证明，
and that president Arbenz was a communist himself. 而危地马拉总统阿本斯自己就是名共产主义者。
According to the CIA report, he sent correspondents 美国中情局报告称，伯内斯曾派《时代杂志》
from Time, Newsweek, The New York Times and Chicago Tribune 《新闻周刊》《纽约时报》和《芝加哥论坛报》的记者
to report on communist activities in Guatemala. 前往危地马拉报道共产主义活动。
As the coup took place, 随着危地马拉政变爆发，
Bernays persuaded the American public that 伯内斯试图说服美国民众，
the CIA-backed military were actually freedom fighters 中央情报局支持的军事力量实际上
stopping the spread of communism. 是阻止共产主义蔓延的自由战士。
Bernays’works paved the way from the 1954 coup of Guatemala, 伯内斯的一系列举措为1954年危地马拉政变铺平了道路，
which triggered a civil war that would last for four decades. 此后引发了持续四十年的内战。
By the time this war ended, hundreds of thousands have died. 这场战争结束时，成千上万的人死去。
Bernays’ works attracted several notable fans 伯内斯的杰作吸引了一批著名追随者，
including Nazi propagandas Joseph Goebbels 其中包括“纳粹喉舌”约瑟夫·戈培尔，
who based his strategies on Bernays’theories. 他的策略正是基于伯内斯的理论基础。
This isn’t to say that Bernays was necessarily a bad man, 但这并不意味着伯内斯一定是个坏人，
just very, very good at what he did. 他只是精于此道。
And Goebbels wasn’t the only person that copied Bernays’ work. 复制伯内斯的人并不只有戈培尔。
PR agencies across the planet used Bernays techniques everyday, 世界上每个公关公司每天都会用他的方法，
influencing your opinion of our products, countries and of course politics. 去改变人们对产品、国家以及政治的看法。
But who is paying them to influence you and why? 但背后付钱给他们的人是谁，又是为什么这样做呢？
That is something they don’t want you to know. 这是他们并不想让你知道的。
Tune in next week to learn more about the legacy of Edward Bernays 欢迎下周继续收看，届时让我们了解有关爱德华·伯内斯遗留的宝贵财富
and how the same propaganda techniques are being used on you today. 以及同样的宣传手段是如何在你身上使用的吧。
#别急着关掉视频哦，片尾还有重要引言#
大众的声音传递的是大众的思想，
而这种思想恰恰是那些他们所相信的领袖，
以及那些懂得如何操控舆论的人赋予他们的。
这些思想中包含了世代存续的偏见、象征符号、陈词滥调，
以及领袖赋予他们的语言规则。
爱德华·伯内斯 《宣传》（1928）