: Rather than simply buying a newspaper ad for the play (direct advertising), Bernays used a "third-party" method. He framed the whale as a scientific curiosity and a massive news event.
: Public opinion could be shaped through symbols and "meaning management" rather than just facts. Propaganda – Edward L. Bernays - Whale
: People are moved by symbols (like a giant whale or "Torches of Freedom") that tap into unconscious desires. : Rather than simply buying a newspaper ad
Bernays, often cited as the "father of public relations", was an expert at "creating circumstances"—staging events that appeared spontaneous to influence public opinion. The Story of the "Whale" Stunt : People are moved by symbols (like a
: Reports "leaked" to the press about a whale that had allegedly washed up on a beach or was being brought to New York.
This event was a precursor to the ideas he formalized in his 1928 book, . He believed:
Early in his career as a Broadway promoter, Bernays was tasked with generating buzz for a play. To capture the public’s imagination, he orchestrated a dramatic event centered around a whale: