"happiness machine"

(2002). Happiness machines In A. Curtis (Producer), The century of the self. United Kingdom: British Broadcasting Company. Retrieved November 26, 2007, from http://www.bbc.co.uk

-Edward Bernays (nephew of Sigmund Freud) was the first to develop the idea that if you linked products to emotional desires (rather than necessity), you could convince people to buy things because they WANTED them, not because they needed them.

-"Irrelevent objects could become powerful emotional symbols of how you wanted to be seen by others." (this quote related to women smoking cigarettes. It was taboo for women to smoke cigarettes because they were a symbol of man--a penis, to be more specific. Bernays launched a campaign that promoted cigarettes instead as a 'freedom torch' that could give women power. The cigarettes became a symbol more than a product.)
-This can be related to the Hollywood statues in Serbia. The people there cannot find heros in their own political figures, so instead they look to Hollywood. The Serbians want to be seen as powerful, heroic, smart, etc., so when they watch those characters in movies, they feel just that. They also may want to show the world that they are on the same playiing field as the US, so they import some of their figures.

-advertisements promoted cars/shoes/fancy things as necessity before Bernays revolutionized the market. He suggested that companies play to people's desires. He said man's desire needed to be more than his needs.

-Introduced product placement

-1927: The US had officially become a consumer nation

-if you can keep stimulating hte irrational self (driving people to buy things they DESIRE, not that they need), then leadership can keep doing what it wants to do

-Bernays' power fell after stock market crash, because people only had money to buy what they needed (and not even that).

-Gallup and Roper said that people could be trusted to act rationally if you didnt manipulate their emotions
-so this says that media DOES have an affect on people's emotions, whether they notice or not