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主题:【原创】老百姓眼里的战争 -- 史鉴

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家园 美式早餐的培根鸡蛋,牛奶冲麦片倒是真的商业促销出来的

The Austrian-born Bernays was the nephew of Sigmund Freud, and was quite good at using psychology to get people to buy a product or an idea. He was the guy who was hired by the Aluminum Company of America to use the American Dental Association to convince people that water flouridation was safe and healthy to the public. His campaign for Dixie Cups scared people into thinking the glasses they were drinking out of were unsanitary, and could be replaced by disposable cups. Bernays was hired by President Coolidge to help run his re-election campaign in 1924, and encouraged Coolidge to invite the country’s leading vaudevillians to the White House for a meet-and-greet over pancakes. This was one of the first known political pancake breakfasts that are now so popular among presidents and council members alike.

In the 1920s, Bernays was approached by the Beech-Nut Packing Company – producers of everything from pork products to the nostalgic Beech-Nut bubble gum. Beech-Nut wanted to increase consumer demand for bacon. Bernays turned to his agency’s internal doctor and asked him whether a heavier breakfast might be more beneficial for the American public. Knowing which way his bread was buttered, the doctor confirmed Bernays suspicion and wrote to five thousand of his doctors friends asking them to confirm it as well. This ‘study’ of doctors encouraging the American public to eat a heavier breakfast – namely ‘Bacon and Eggs’ – was published in major newspapers and magazines of the time to great success. Beech-Nut’s profits rose sharply thanks to Bernays and his team of medical professionals.

In this video clip, an older Bernays recalls the Beech-Nut campaign:.

[FLASH]https://youtu.be/KLudEZpMjKU[/FLASH]

大致翻译, 公关营销传奇Edward, Bernay, 爱德华·伯奈斯, 心理学家弗洛伊德的侄子,1920受Beech-Nut Packing公司委托要求促销培根。伯奈斯用曲线战术,先找医生在报纸上大造舆论批评当时普通人咖啡,面包,水果早餐热量太少, 早餐要吃得多,吃得高热量,推荐培根鸡蛋。于是改变了整个美式早餐,余祸至今近百年,都成了美式生活文化了。

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