Edward Bernays and DeBeers strategy to convincing people
DeBeers convince people to starting buying diamonds by launching an advertisement to encourage people to buy it. This advertisement told people that “buying diamond ring is the only way for the real man to show his love” Moreover, in the advertisement said that only “one-month salary should show the women that he loves her ethereally”. This advertisement was created as poster and moving images. DeBeers put the advertisement poster on the building wall. When people saw it, they think this advertisement and its content is reliable because it put on the building walls.
I think this advertisement worked because DeBeers make people “believe” that diamonds are valuable by put the story to it. DeBeers make people believe that it worthy and it is the symbol of eternal love. Moreover, DeBeers is playing with people feeling by telling people that “the real man will show his love by giving diamond to his lover” so this sentence encourage man to buy the diamonds because he wants to show his lover and people that he is “the real man”. Furthermore, seller told customer that the diamonds are very rare to make its price is up. Indeed, diamond is just one type of rock that worthless but people believe that it valuable because of content that seller put to it and the context they viewed the object and advertisement.
Edward Bernays convince women to start smoking by telling them that it is “torched of freedom” and it show that women equal to men. Moreover, Edward Bernays strategy is persuade a group of debutantes women to join Easter Day parade and light the cigarettes when they were walking in the parade.
I think this campaign is successful because there are a lot of photographer captured this campaign and spread around the world. Next, he use the phrase “Torched of freedom” it connect with the thing that American always see which is Statute of Liberty. Since, American have the memory of it so it easy to connect this content to them and persuade women to smoking. Furthermore, he also use it to show equality between men and women. So, women started to smoking to show that they equal to men. It made they feel more powerful and independent. Technique he used are link product to people feeling, ideology, and what they already connected with. He use mass media to spread the campaign that make masses saw it.
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