Make Your Brand Roar

Bernays' knew a great factual social mechanism that ‘perception controls the reality of people’. He also knew that perceptions can be created and manipulated to control specific social behavior. As an ardent believer in the power of propaganda he combined individual and social psychology, group behavior, public opinion studies, political persuasion and advertising to construct his idea of 'necessary illusions' or perceptions which filtered out to the masses as 'reality.' The 'necessary illusions', what Barnays once described has now become the reality that is created by media and advertising today.

The techniques Banrnays developed were first adapted in creating political campaigns and positive image making for politicians in general but later it conquered other domains like Public Relations, branding and advertising.

His theory proved that wide majority of people perceives reality as the way it has been interpreted to them rather than the facet of the reality itself.

People view things and make sense of their world by viewing the world through a bunch of filters that are comprised of prejudices, preconceived notions, presumptions, assumptions and superstitions. "We do not see things as they are. We see things as we are." This is written in the ancient book of 'Talmud' and it provides the key foundation to Barnays' propaganda theory.

Human beings can be conditioned and their perceptions can be shaped by external forces. Time and again, the world of advertising and its impact on consumer's purchase decisions and the rise of consumerism have proved just that. An average Indian, by the time he finishes schooling has spent more time, exposed to all kinds of advertisements than what is taught in school.

Advertisers have learned the art of influencing people by MAKE YOUR BRAND ROAR 11