3 chapters across the catalog
Naomi Wolf explains how the Industrial Revolution introduced ideals to control literate, middle-class women, such as the "cult of invalidism" in the 19th century and the "happy homemaker" archetype in the 1950s. The hosts link these historical shifts to Edward Bernays' "Torches of Freedom" campaign, which used feminist imagery to sell cigarettes. They argue that modern women remain controlled by shifting media ideals that now encourage the disparagement of men.
The story of Edward Bernays and his "Torches of Freedom" campaign for Lucky Strike cigarettes is detailed. Bernays, the nephew of Sigmund Freud, consulted psychoanalyst Dr. A.A. Brill to break the social taboo against women smoking in public. By framing cigarettes as symbols of equality during an Easter Sunday parade, Bernays successfully marketed a deadly product to women as a form of liberation.
Edward Bernays, the "father of propaganda," is discussed regarding his 1920s "Torches of Freedom" campaign which encouraged women to smoke in public. By framing cigarettes as symbols of liberation for feminists, Bernays successfully broke a social taboo to benefit his client, Lucky Strike. The hosts explain how the term "public relations" was created to replace the word "propaganda" due to the latter's negative connotations.
