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Crystallizing Public Opinion by Edward L. Bernays

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CHAPTER V

AN UNDERSTANDING OF THE FUNDMENTALS OF PUBLIC MOTIVATION IS NECESSARY TO THE WORK OF THE PUBLIC RELATIONS COUNSEL

Before defining the fundamental motivations of society, let me mention those outward signs on which psychologists base their study of conditions.

Psychological habits, or as Mr. Lippmann calls them, “stereotypes,” are shorthand by which human effort is minimized. They are so clearly and commonly understood that every one will immediately respond to the mention of the stereotype within his personal experience. The words “capitalist” or “boy scout” bring out definite images to the hearer. These images are more comprehensible than detailed descriptions. Chorus girl, woman lawyer, politician, detective, financier are clean-cut ...

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