2. The Truth Behind Marketing

3. "If you can use propaganda for war you can certainly use it for peace.” - Edward Bernays I am Edward Bernays, the man who developed Public Relations in the early 1900s. Did you know that Sigmund Freud was my uncle?

4. Create an emotional connection: “If I have that, I will feel...” Using psychological insights I learned from my uncle, I discovered that the key to powerful marketing is to create an emotional connection between people and the product.

5. Objects are powerful status symbols. “ How people feel about me………..” Objects can become powerful emotional symbols of how you want others to see you and how you want to see yourself.

6. Create an emotional need: “I must have it so I can feel…..” When people engage themselves emotionally with a product they will feel that they need it.

7. There is a taboo against women smoking. I want women to smoke cigarettes! (George Hill, president of the American Tobacco Corporation) Cigarettes are symbols of men’s dominance over women. If you can connect cigarettes to challenging mans power, women would smoke because they want to feel equally powerful. (AA Brille, famous psychoanalyst) What hidden desire connects women to cigarettes? (Edward Barneys)

8. Smoking = Emotion (attractive and powerful) Cigarettes = Women feel attractive and powerful.

9. ~ Emotion of Women‘s Liberation ~ Emotion of Equal Rights

12. Pro-Health Emotional Marketing

13. Pro-Health Marketing

15. CigarettesCars Emotional Marketing Directed at WomenDirected at Adults Health Problems Air Pollution Sedentary, Death/Injury Pro-Health Emotional Marketing Response “Truth” campaign Your Advertisement!!

16. Jaguar Honda Land Rover Kaiser Bike Schwinn Bike

17. Use Emotional Marketing to create an Advertisement. Green Transportation: walk – bike – carpool – bus – train - ferry 1) film 2) poster 3) piece of art 4) rap, poem, radio announcement…

18. Audience: Your school Product : Green Transportation Marketing Strategy: Emotional Appeal (fun, attractive, social, exciting, easy) Need an idea? Parody (copy) another ad! Green Transportation Ads

19. Negative Emotional Marketing: Cars How does it make you feel?

20. Positive Emotional Marketing: Bicycles How does it make you feel?