Real History, PR, Propaganda 真实的历史·公共关系·宣传
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Edward Bernays was a short man, who made an 爱德华·伯内斯个子不高，
enormously large difference to America and to the world. 却给美国和世界带来了巨大的改变。
He basically defined an entire new field 他基本上定义了我们今天所说的
that we today know, is public relations. “公共关系”这一全新领域。
He was born in Europe and came over when he was one year old. 他出生在欧洲，一岁时来到美国，
Almost as soon as he graduated from Cornell University, 几乎是一从康奈尔大学毕业，
he stranded out doing publicity work. 他就开始从事公共关系事业。
He did it in an old-fashioned way, 起初，他的方式十分传统，
which was he sort of put out conventional press release 例如举办发布会，
and he told people to pay attention to your client. 以及想办法让人们关注到他的客户。
He realized very soon that 但他很快就意识到
the old-fashioned way of doing things was old fashion. 这样的传统方式已经过时，
And it wouldn’t work in a new and vibrant America. 并且在充满新机会与活力的美国难以奏效。
Bernays was Freud’s nephew but in fact a better way of characterizing it 伯内斯是弗洛伊德的外甥，但更准确的说法是，
was that Sigmund Freud was Edward Bernays’ professional uncle, 弗洛伊德扮演了伯内斯职业教父的角色。
which meant that five minutes after you met Bernays 在你与伯内斯见面的五分钟之内，
he managed to drop into the conversation something about uncle Sigmund. 他就会聊起他的弗洛伊德舅舅。
Sigmund Freud was a defining influence for Edward Bernays 弗洛伊德对伯内斯产生了决定性的影响。
in the sense that when Bernays took on a client, 每签一个客户，
he thought about who the client was trying to reach 伯内斯都先要考虑客户的目标受众是谁，
and how he could understand the psychology of behavior of 以及他怎样才能利用公众的深层心理，
the American public to make it easier to have 促使他们迎合客户的利益需求。
the public respond to what the clients’ interests were. 促使他们迎合客户的利益需求。
He was promoting a lot of people in New York 在纽约，伯内斯为包括歌唱家恩里科·卡鲁索在内的
like Enrico Caruso, the famous crooner. 一大批名人服务。
And he brought over this Italian crooner 他把这个准备在美国巡演的
who was about to do a series of performances in America. 意大利歌唱家带回来，
And he was trying to make all American audience relate to 伯内斯试图让所有的美国人都认识他，
somebody who was coming from Italy 伯内斯试图让所有的美国人都认识他，
and they didn’t care much about opera. 哪怕他们根本不懂歌剧。
So he had to make Caruso seem human and seem American. 让他看起来充满人情味和美国范儿。
And he did this with lots of clients on Broadway and elsewhere, 对百老汇和其他地方的客户伯内斯也是这样干的。
where he was trying to take and shake American’s interest 他擅用公关，以之吸引
to work for the clients that he was doing public relations. 或者改变人们的兴趣点，最终为客户服务。
Woodrow Wilson realized that he had to rally the nation 当伍德罗·威尔逊总统意识到
for this enterprise of World War I and he had heard through 他必须为一战动员整个国家时，
various people there was this young guy who had made a hit on Broadway 他找到了这位人称在百老汇大出风头的年轻人，
in terms of what he could do for crooners and for actors and for others. 知道了他为歌唱家、演员和其他人所做的一切。
And they thought that why couldn’t that same thing work for something 为什么不去干点儿更大的事呢，
bigger like going to war. 比如战争？他们这样想。
Bernays did everything from poster campaigns, 为了动员民众，伯内斯几乎做了一切，
the newsreels to using all the latest technology to try to rally people. 从活动海报、新闻短片到运用所有的最新科技。
He made this case of white, red and blue. 他将其称为“红白蓝运动”。
He saw the masses as easily rallied and easily manipulated 他认为大众极易被鼓动和操纵，
and while he tried to give some grand sense of vision 当他描述宏伟愿景时，
what he really was doing was seeing people as naive and as malleable. 实际上是视人民为天真可控的。
If you could get people to support a war, 如果你能够说服人们去支持
where young sons were being killed overseas, 一场可能会使其儿子战死沙场的战争，
you could get them to buy a product or vote for a candidate or do 那么你就可以让他们购买任意一件产品、为某位候选人投票，
anything else his clients happened to be paying him to get the public to do. 或者客户付钱给你让他们去做的任何事情。
Bernays’ crowning campaign was, at the beginning of the time 伯内斯最负盛名的公关活动
that Edward Bernays was brought on to work for 莫过于在他刚刚接触美国烟草公司时，
the American Tobacco Company, the man said it was a socially taboo 还曾经说过，女性吸烟在社交场上仍是禁忌，
for women to smoke. It was unladylike thing. 因为这样的行为并不淑女。
And so when American Tobacco Company hired him, 而当美国烟草公司正式雇佣了他之后，
they said if we’ve got only half of the population the male have smoking 他们表示，我们已经让占人口半数的男性吸烟了，
cigarettes, if we could get women to smoke, we could double our sales. 如果能够让女性也吸烟，我们的销量将翻倍。
First thing that Edward Bernays did was he hired 伯内斯做的第一件事就是雇佣了
a disciple of his uncle Sigmund Freud, Dr. A.A. Brill 一位弗洛伊德的门徒—— A.A. Brill医生，
and he said, “Tell me why women aren’t smoking now”. 并问他，“告诉我，为什么女性不吸烟？”
And Doctor Brill said it’s very simple, it’s a social taboo, Doctor Bril认为这很简单，因为吸烟是社交禁忌，
if you could somehow make it seem that it was noble and socially 如果能够设法让社会接受女性吸烟，
acceptable for women to smoke cigarettes, they would no longer 甚至成为一种时尚，这样的禁忌就不复存在了。
have a taboo against doing it. And Bernays said that’s brilliant. 伯内斯认为这样的想法机智极了。
And he figured out the best way to do that is to 他认为最好的时机就是选一个
take the holiday that represents sort of freedom and liberation, 象征着自由和解放的节日
which was Easter, and create a great public event to rally women ——复活节，集合女性发起
to thinking about cigarette in a new way. 一场关于吸烟的大型活动。
So he got a bunch of debut talents on Easter Sunday 因此，复活节那个周日，
to march down 5th Avenue in New York, and towh… 伯内斯聚集了一批年轻美貌的姑娘在纽约第五大道游行，
they were marching and to light up their cigarettes. 同时点燃她们手中的香烟。
And he termed what they were doing they were lighting 他解释了这次活动，
what he called their “Torches of Freedom”. 并且宣称香烟是女性的“自由火炬”。
And the next day in newspapers all across America, 第二天，全美的报纸都将
there were what the press described as women shaking off 这次活动视为女性
the shackles of the social taboo and lighting up cigarettes, 摆脱社交禁忌束缚的行为，
they were expressions of their new-found freedom. 点燃香烟则是她们争取自由的诉求。
It was so irresistible that the entire segment of population 这一切是如此令人无法抗拒，
changed their behavior overnight. 几乎让所有的女性都在一夜之间发生了转变。
But Edward Bernays came along half a century later 但是半个世纪后，伯内斯为美国肺脏协会策划了一场出色的公关活动，
and worked for the American Lung Association with a very effective campaign 使美国人戒掉了吸烟这个恶习，
to win Americans off the habit he helped create for them. 而这正是他曾经带给人们的。
So he helped to dig America to smoking cigarettes, 他让美国人吸烟，
he helped win America off that habit and he knew just what he was doing. 又帮助他们戒掉，并且始终清楚自己在做什么。
And that’s why many people are cynical today about what spin master was doing. 这就是今天很多人仍在质疑这位公关大师的原因。
He said in his later years that had he known how dangerous cigarettes were, 伯内斯在晚年时曾说，如果早知道香烟有这么多危害，
he would never have done what he did for American Tobacco Company and 他绝不会为美国烟草公司做那些事。
that was a very compelling message that he delivered to the world 他向世人宣布了这个令人信服的消息，
until we went out there and saw the public records he left behind. 但是后来我们在他留下的公开资料里发现，
He helped American Tobacco to destroy the early public health evidence of 他曾帮助美国烟草公司销毁早期
just how dangerous cigarettes were. 关于香烟危害公共健康的证据。
In the 70 to 80 years since Edward Bernays got going, there’s 在伯内斯从事公关行业经历的七八十年里，
never been a spin master as his in America and probably in the world, 美国甚至全世界都没有像他这样的公关大师。
who has the kind of ongoing impact that Edward Bernays has today. 他在今日依然影响深远，
And everything from the way we buy, 无论是我们的消费习惯、
to the way we vote, to the way we think. 投票模式，还是我们的思考方式。