When you hear the phrase 10 ways freud, you might picture a dusty psychology textbook. In reality, it’s the cunning playbook of Edward Bernays—Freud’s nephew—who turned everyday habits into massive cultural shifts. From steering a nation into war to turning a humble breakfast into a patriotic ritual, Bernays’ tricks still echo in our modern world. Below, we break down his ten most audacious maneuvers, complete with original images that illustrate each masterstroke.
10 ways freud: An Introduction
10 World War I
Peering back at the early twentieth‑century, it’s easy to assume that America entered World War I with unanimous enthusiasm. In truth, the public was largely ambivalent, even skeptical. Bernays’ first colossal assignment thrust him into a military‑run propaganda unit, where his charge was to convince the average citizen that the war was not only justified but desirable. By crafting a clear, repeatable “paint‑by‑number” strategy, he gave the government a template for swaying public sentiment—one that would later be refined into the sophisticated PR playbooks we see today.
That initial campaign essentially set the stage for Bernays’ lifelong career, translating battlefield persuasion into a commercial arsenal capable of shaping markets, opinions, and entire cultural narratives.
9 Ham and Eggs as the All‑American Breakfast
Ever wonder why the stereotypical American breakfast features a slab of ham beside a sunny‑side‑up egg? Before the 1920s, mornings were modest affairs—think porridge, fresh fruit, and a simple cup of coffee. The transformation began when Bernays secured the Beech‑Nut Packing Company, a pork‑sales client eager to boost bacon consumption. He mobilized nearly 5,000 physicians, gathering statements that a heartier breakfast promoted health, often citing bacon and eggs as prime examples.
Armed with these medical endorsements—though not outright endorsements of the meal itself—Bernays nudged the public toward a more substantial morning spread. The result? An enduring culinary myth that still defines the American breakfast tableau.
8 The Color Green
Lucky Strike’s bright green packaging was a bold move, yet early market research revealed that many women found the hue clashing with their wardrobes. Rather than redesign the pack, Bernays orchestrated a cultural wave: he seeded supportive articles in fashion magazines and staged exclusive “green balls” where every guest and décor element wore the same shade.
The campaign turned the color green into a fashionable statement, coaxing consumers to associate the hue with modern elegance. As a result, Lucky Strike rode the wave of this trend, cementing its brand as a stylish accessory rather than just a cigarette.
7 Women Smokers
Before Bernays entered the picture, smoking was largely a male domain—often illegal or socially unacceptable for women. Sensing an opening amid the suffragette movement, Bernays arranged for a group of marchers in New York to light cigarettes simultaneously, while his hired photographers captured the moment.
The resulting headlines dubbed the scene “torches of freedom,” instantly framing smoking as a symbol of emancipation. This bold visual narrative cracked the taboo and opened the market to female consumers.
Bernays didn’t stop there; he layered additional messaging that suggested women who smoked were slimmer and more attractive—a lingering stereotype that still influences advertising today.
6 Hair Nets in the Work Force
Hair nets might seem mundane, but their ubiquity traces back to Bernays’ strategic push. Prior to his involvement, hair nets were virtually invisible in public spaces. By championing their adoption across countless industries—from factories to cafeterias—Bernays ensured that billions of workers, lunch‑ladies, and food‑service staff would encounter the modest mesh daily.
While the idea may appear trivial, it exemplifies how a single PR campaign can embed a seemingly minor accessory into the fabric of everyday labor, quietly safeguarding hygiene standards worldwide.
5 Fluoride in the Water
The fluoridation debate still rages, yet Bernays’ role in its national rollout is undeniable. Hired by Alcoa, he was tasked with reframing industrial‑grade fluoride—a by‑product of aluminum production and a regulated pollutant—as a public‑health boon. Bernays famously remarked that he wanted to see if he could persuade a nation to vote against its own intuitive health instincts.
His tactics were meticulous: he commissioned dictionaries and encyclopedias to insert a brand‑new entry for “fluoridation,” bestowing the concept with scholarly legitimacy. The campaign succeeded spectacularly, turning a controversial chemical into a widely accepted preventive measure.
4 Instant Cake Mix
In the early days of convenience baking, instant cake mix carried a stigma of laziness—real bakers scoffed at the idea of a boxed cake. Bernays recognized a hidden guilt: consumers felt they were shortchanging their families by relying on a pre‑made mix.
His solution was elegantly simple: he persuaded manufacturers to require a fresh egg, sold separately, to be folded into the batter. This solitary step re‑introduced an element of personal effort, satisfying the subconscious desire to contribute something homemade. The tweak rescued instant cake mix, allowing it to thrive in the modern, fast‑paced market.
3 Engineering Consent
Bernays didn’t just practice persuasion; he codified it in his seminal essay “Engineering Consent.” He argued that true democracy could not be left to the uneducated masses; instead, the affluent and powerful should steer public opinion for the greater good. The method? The same sophisticated campaigns he’d honed for commercial success, now cloaked in the language of civic duty.
While he wasn’t the first to voice such ideas, his elite network—spanning John D. Rockefeller to Eleanor Roosevelt—gave his theories unprecedented reach. The legacy of “engineering consent” rippled through 20th‑century politics, shaping policy debates and election strategies for decades.
2 Sexual Education
Bernays was a paradoxical figure—simultaneously manipulative and reformist. While he championed elite control over public opinion, he also fought fiercely for broader sexual education. He challenged censorship, forged a faux committee to feign support, and rallied the world’s most influential personalities to back a theatrical production aimed at informing audiences about venereal diseases.
If he were alive today, his dual nature might manifest as backing climate‑change denial in one arena while funding progressive health initiatives in another—a reminder that his motives often hinged on money and personal conviction rather than pure ideology.
1 Publicity for Presidents
One of the earliest presidential PR campaigns was masterminded by Bernays for Calvin Coolidge’s 1924 bid. Seen as stiff and unapproachable, Coolidge’s image was softened through celebrity visits and a whimsical Vaudeville performance staged on the White House lawn.
Observing today’s election media circus—resembling reality‑TV spectacles or animated cartoons—it’s clear that Bernays set the template for turning political contests into grand, entertaining productions. His legacy reminds us that, in the age of smartphones, a single PR genius could wield even more influence than ever before.
About The Author: I usually write about technology and media psychology, exploring how fresh inventions reshape the way we see and act in the world.