WEBVTT - Live in Chicago: How Public Relations Works 0:00:00.840 --> 0:00:04.280 Welcome to Stuff you should know from house stuff Works 0:00:04.320 --> 0:00:13.480 dot com. Hey, and welcome to the podcast. I'm Josh Clark, 0:00:13.560 --> 0:00:16.840 There's Charles W. Chuck Bryant, and we are here live 0:00:16.880 --> 0:00:36.560 at the beautiful Athenium Theater in Chicago. Ill no very nice, 0:00:37.040 --> 0:00:40.239 we should say the sold out Athenian Theater than to Chicago. 0:00:41.640 --> 0:00:44.559 We feel very loved here and big thanks to the Athenian. 0:00:44.800 --> 0:00:47.920 Guy has been awesome in a e g. The promoters, Uh, 0:00:48.000 --> 0:00:51.519 let's do this, buddy, Let's man, I'm sweating already. Good lord, 0:00:51.560 --> 0:00:53.960 what's wrong with It's a It's a hot show, hot 0:00:54.000 --> 0:00:58.280 hot show, right everybody, and it's me. Let's be honest, 0:00:58.640 --> 0:01:03.560 Well you're a hot hot pot castor did we say 0:01:03.600 --> 0:01:06.200 who is who? By the way, I think everyone knows 0:01:06.480 --> 0:01:08.800 you guys know right that that's Chuck and I'm there's 0:01:08.840 --> 0:01:11.440 a spelt handsome guy and there's a chubby bearded guy. 0:01:11.800 --> 0:01:14.319 We really like to keep ourselves on the opposite inspect. 0:01:15.080 --> 0:01:18.120 Jerry is not here. I'm sorry it's not here. That 0:01:18.319 --> 0:01:21.360 is so sweet of you guys. Every time we say 0:01:21.440 --> 0:01:24.760 Jerry's not here and cheers when she is here. I 0:01:24.840 --> 0:01:27.039 wish we could say why, but we'll announce it soon. 0:01:27.120 --> 0:01:29.640 She has some top secret business going on. Yeah, that's 0:01:29.640 --> 0:01:34.400 not cryptic at all. Yes, she's leaving us for another podcast. 0:01:35.840 --> 0:01:40.360 She she's not allowed to leave. She would never leave it. 0:01:41.240 --> 0:01:45.479 We fired her, So that's not true either. So, um, 0:01:45.600 --> 0:01:47.840 you guys know how you have no idea what topic 0:01:47.880 --> 0:01:51.920 we're doing tonight? You're about to understand why, because we're 0:01:51.960 --> 0:01:57.680 doing public relations. And before you leave, a please hang 0:01:57.720 --> 0:02:01.120 on because actually, public relations is one of the most 0:02:01.280 --> 0:02:05.640 interesting topics we have ever ever encountered. It has it all. 0:02:05.880 --> 0:02:10.600 It has manipulative psychology, it has old tiny history, it 0:02:10.639 --> 0:02:15.760 has cool ads, it has like mind control. It's got 0:02:15.760 --> 0:02:20.799 it all. It has it all. Nazis like the thing 0:02:20.919 --> 0:02:23.760 is involved in public relations. And as a matter of fact, 0:02:24.000 --> 0:02:27.920 we're sitting right smack dab in the middle of the 0:02:27.960 --> 0:02:31.679 world that public relations built, and we should say, we 0:02:31.720 --> 0:02:35.880 should say, are there any PR professionals here tonight? Yes? Well, 0:02:35.919 --> 0:02:40.840 we want to apologize in advance. Everybody'd be nice to 0:02:40.880 --> 0:02:47.320 those guys. The bartman of the show. Sorry, sorry about that. 0:02:47.800 --> 0:02:51.400 Did everybody get drink? Everyone settled in? Any lord? Did 0:02:51.400 --> 0:02:56.000 they serve my lord here? What what is that? I 0:02:56.040 --> 0:03:01.120 told myself I had to mention, my lord, what is it? Mlord? Well, 0:03:01.280 --> 0:03:05.120 what is it? It's uh, it's a it's wormwood. Right, 0:03:05.440 --> 0:03:08.760 I was gonna guess wormwood. What is this stuff? It's 0:03:08.880 --> 0:03:12.800 it's made me psychic. Yeah, it's uh, it's it's it's 0:03:12.919 --> 0:03:16.000 from Chicago, I believe, right, or at least very big here, 0:03:16.680 --> 0:03:21.200 and it's it's the most disgusting thing you will ever 0:03:21.280 --> 0:03:23.680 have cross your tongue. But does it give you pretty buzzed? 0:03:23.919 --> 0:03:25.760 I don't know, because I've never had more than a sip, 0:03:26.680 --> 0:03:29.040 and then three days later, I'm still like brushing my 0:03:29.040 --> 0:03:31.480 teeth with steel wool trying to get the taste out 0:03:31.480 --> 0:03:34.760 of my mouth. Yeah, the aftertaste is pretty special. I 0:03:34.880 --> 0:03:39.320 got you? Are you guys? I'm alert right now? A 0:03:39.320 --> 0:03:42.520 couple of people are Huh, I've heard it's a hipster thing. 0:03:42.560 --> 0:03:45.160 Now I can buy it? Can you? Shot a M 0:03:45.160 --> 0:03:48.240 alert in a PBR and some steel wool, but only 0:03:48.280 --> 0:03:55.720 our teasonal steel wool. I'm sorry, artisanal steel wool. Wow? 0:03:57.160 --> 0:03:59.840 All right, so let's get this thing going. Uh it 0:04:00.040 --> 0:04:02.760 you go to the Bureau of Labor Statistics website like 0:04:02.800 --> 0:04:07.600 we do, just to read uh. You can look up 0:04:07.640 --> 0:04:10.360 pr specialists and has anyone heard are the recent one 0:04:10.360 --> 0:04:16.080 on publicists? This is tangential, but this is better because 0:04:16.080 --> 0:04:19.360 we like to save the good stuff for live. Uh. 0:04:19.400 --> 0:04:22.200 If you look up PR specialists you can find this definition. 0:04:22.200 --> 0:04:25.719 They are someone who creates and maintains a favorable public 0:04:25.760 --> 0:04:29.960 image for the organization they represent, designing media releases to 0:04:30.040 --> 0:04:34.159 shape public perception of the organization into increase awareness of 0:04:34.200 --> 0:04:38.680 his work and goals. Sounds very nice and innocuous, doesn't it. 0:04:38.839 --> 0:04:41.599 Chuck just started with a quote from the Bureau of 0:04:43.760 --> 0:04:47.440 It's not if you read any podcasting handbook, they specifically 0:04:47.480 --> 0:04:49.880 say not to start the show off like that. And 0:04:49.920 --> 0:04:53.800 you know, because you wrote it. Uh, it's self published. 0:04:53.880 --> 0:04:55.840 But still, I mean it's it's there. I think it's 0:04:55.839 --> 0:04:59.000 gaining some steam here doing fine. So it seems like 0:04:59.000 --> 0:05:01.160 a pretty straight ahead And if you hear publicist is 0:05:01.160 --> 0:05:04.599 pretty straight ahead. But the creator of PR there was 0:05:04.680 --> 0:05:08.800 literally one dude who created the job of public relations, 0:05:09.480 --> 0:05:14.840 uh specialist, and his name is Edward Burns. Anybody familiar 0:05:15.000 --> 0:05:17.320 I heard of that guy. A couple of people. That's 0:05:17.360 --> 0:05:19.520 good for the rest of you. Prepare to have your 0:05:19.520 --> 0:05:24.200 minds balloon. Yes, this guy is arguably tied for first 0:05:24.839 --> 0:05:29.440 second most evil person in the twentieth century, and that's 0:05:29.440 --> 0:05:32.080 really saying something because there was at least one really 0:05:32.200 --> 0:05:34.919 really evil dude in the twenties. I would go number 0:05:34.920 --> 0:05:42.120 two behind a certain German Man. There's the Nazis appearance. 0:05:42.200 --> 0:05:44.320 That's the parents one. By the way, Yeah, they're doing 0:05:44.360 --> 0:05:49.240 me like at least three Nazi references. Uh So he 0:05:49.400 --> 0:05:51.719 was voted by Life magazine is one of the one 0:05:52.160 --> 0:05:56.200 most influential people in the twentieth century. And we easily 0:05:56.240 --> 0:05:59.279 agreed that he's like a top tenner, right, we say 0:05:59.320 --> 0:06:03.000 bosh to Life's stupid rating system. Cars is better. I 0:06:03.040 --> 0:06:06.840 would say top six, top six, top six, most influential, 0:06:07.120 --> 0:06:11.840 maybe top three. Oh yeah, And and it's it's not 0:06:11.920 --> 0:06:14.760 just us like hating on Edward Burney's Are you guys 0:06:14.800 --> 0:06:17.240 familiar with The New York Times. It's a newspaper and 0:06:17.279 --> 0:06:22.320 they write obituaries Suntimes, I'll give you that, uh or 0:06:22.400 --> 0:06:28.000 Tribune alright? Which one? Did Ebert work for Tribune? Right? Times? 0:06:28.240 --> 0:06:30.320 The Times? Really? I thought it was a Tribune guy. 0:06:30.440 --> 0:06:34.160 It's okay, alright, dude, Sometimes I got it was the 0:06:34.240 --> 0:06:38.880 School the other newspaper where they rival newspapers. Oh really, man, 0:06:38.920 --> 0:06:40.839 I used to love that. You love this town? Man, 0:06:44.120 --> 0:06:46.760 have you seen have you seen that documentary? Man, we're 0:06:46.760 --> 0:06:53.719 already sidetracked about the Ebert document that God's so good 0:06:54.080 --> 0:06:56.440 and like, get the box of tissues ready when you 0:06:56.480 --> 0:06:59.960 watch it too, unless you have no heart, like we're 0:07:00.000 --> 0:07:03.200 Berne if you're dead inside. Yeah, So the The New 0:07:03.240 --> 0:07:06.200 York Times wrote an obituary. Eb Bernis lived to be 0:07:06.200 --> 0:07:08.600 a hundred and three. By the way, because the most 0:07:08.600 --> 0:07:12.200 evil ones do rr Burns, Dick Cheney, they all developed 0:07:12.200 --> 0:07:15.000 like a huge hump and like caw like fingers, you 0:07:15.000 --> 0:07:18.440 know that kind of thing. Ever Bernis was among them, 0:07:18.480 --> 0:07:20.920 lived to a hundred and three, and when he finally died, 0:07:20.960 --> 0:07:23.920 The New York Times wrote an obituary. And I think 0:07:23.920 --> 0:07:27.440 they try to be hard hitting yet polite. So this 0:07:27.520 --> 0:07:29.600 is the most polite that The New York Times could 0:07:29.600 --> 0:07:33.680 possibly be. They said that ever Bernis was quote either 0:07:33.720 --> 0:07:36.280 a benefactor of the human race or someone who had 0:07:36.320 --> 0:07:40.000 a lot to answer for they left off in hell 0:07:41.120 --> 0:07:46.120 at the I'm sure a relatives like that was nice. Yeah, 0:07:46.280 --> 0:07:48.480 at least he was in the Times. I guess so 0:07:48.680 --> 0:07:51.840 he because he lives so long His career literally spanned 0:07:51.880 --> 0:07:56.120 from World War One, not World War two, world War 0:07:56.120 --> 0:07:59.560 one to the beginning of the information age in the 0:07:59.600 --> 0:08:03.560 midnight nineties. So he had a lot of influence, to 0:08:03.560 --> 0:08:07.360 say the least. Yeah, man, I hope you do that 0:08:07.400 --> 0:08:12.080 like eight times tonight. So he's a very controversial guy. 0:08:12.640 --> 0:08:15.320 And what he did was he realized early on that 0:08:15.360 --> 0:08:18.400 he could lift weirdly enough, he could lift a lot 0:08:18.400 --> 0:08:23.040 of his practices from Sigmund Freud. Freud came along and 0:08:23.080 --> 0:08:24.840 he said, you know, there's this thing called the self, 0:08:25.320 --> 0:08:28.280 these unconscious desires and fears that all of us have. 0:08:28.800 --> 0:08:32.560 We don't know about them because they're unconscious and just 0:08:32.800 --> 0:08:36.360 it's a thing with every human being. And Berne said, 0:08:36.360 --> 0:08:38.000 you know what, I think I can use that to 0:08:38.080 --> 0:08:44.320 manipulate people into being interested in products. And uh, Sigmund 0:08:44.360 --> 0:08:49.760 Schlomo Freud, by the way, did anyone It's true he didn't. 0:08:49.760 --> 0:08:52.880 He didn't go by Shlomo. He was very much ashamed 0:08:52.880 --> 0:08:55.880 of his middle name. And so he he basically lifted 0:08:55.920 --> 0:08:58.440 this stuff, this fear and desire and praying on that 0:08:58.960 --> 0:09:05.160 because uh, he was his uncle. So Freud was Berni's uncle, 0:09:05.920 --> 0:09:07.960 and we call Freud uncle Shlomo for the rest of 0:09:08.000 --> 0:09:13.200 this podcast. If you get confused, just remember that Uncle 0:09:13.240 --> 0:09:17.760 Shlomo equals signal or greater than Sigmund Freud's. So so 0:09:18.160 --> 0:09:21.840 Uncle Shlomo was fairly innocent in this whole affair. Like 0:09:21.880 --> 0:09:25.640 basically as far as psychology goes, he just basically stumbled 0:09:25.679 --> 0:09:28.719 across the self this idea that we're all driven by 0:09:28.840 --> 0:09:31.560 selfish desires that were not aware of and that we 0:09:31.640 --> 0:09:36.199 all subscribe to a herd mentality, and that like, you 0:09:36.240 --> 0:09:39.280 guys all care what the group thinks more than anything else, 0:09:39.320 --> 0:09:42.199 and that's how you think, and same with us and anybody, right, 0:09:42.840 --> 0:09:46.000 And so this is what what Shlomo came up with, 0:09:46.360 --> 0:09:48.400 and it was a big deal. Like up to this point, 0:09:48.400 --> 0:09:50.480 like people didn't talk about their feelings, they didn't think 0:09:50.520 --> 0:09:52.880 about their feelings. They certainly didn't think that they were 0:09:52.960 --> 0:09:58.880 driven unconsciously like automatons, by these crazy desires. And the 0:09:58.920 --> 0:10:01.000 first thing Berni's thinks of is like that would be 0:10:01.040 --> 0:10:03.520 a great way to sell the people exactly. I think 0:10:03.559 --> 0:10:07.120 I can exploit that and sell more stuff. So if 0:10:07.160 --> 0:10:10.040 you think about like the advertising you see every day today, 0:10:10.240 --> 0:10:12.320 it's it's a different world than it was back then, 0:10:12.400 --> 0:10:16.280 Back in the day, um advertising was very straightforward and 0:10:16.400 --> 0:10:20.960 it literally just advertised how a product worked as it should, 0:10:21.360 --> 0:10:23.520 Like you would you would see an advertisement about a 0:10:23.520 --> 0:10:26.600 car like the new Forward runs like a cautioned run, 0:10:28.000 --> 0:10:29.760 and it looks like this and it gets you from 0:10:29.760 --> 0:10:33.040 point A to point B. Good night. That's all or 0:10:33.080 --> 0:10:38.200 the again more blender, it really blends. Well, that was advertising, 0:10:38.280 --> 0:10:41.360 Yeah it maybe maybe maybe in like the more expensive Edge, 0:10:41.400 --> 0:10:44.040 there'd be like a hand drawn finger pointing at you 0:10:44.760 --> 0:10:47.040 and it was a you in all caps with some 0:10:47.080 --> 0:10:49.719 exclamation points, thing like you buy this morphine because it 0:10:49.760 --> 0:10:51.400 will give you the buzz you're looking for, you know, 0:10:51.720 --> 0:10:54.240 that kind of thing. But it was based on this 0:10:54.320 --> 0:10:57.520 idea that you were a rational actor in charge of 0:10:57.559 --> 0:11:00.920 your own decisions, and that you would want to buy 0:11:00.960 --> 0:11:03.199 this if you if it was explained to you that 0:11:03.400 --> 0:11:06.800 the Ford was the best choice for you. It was 0:11:06.920 --> 0:11:09.320 treated you like a human being. In other words. When 0:11:09.360 --> 0:11:11.120 Freud came along and came up with the self and 0:11:11.120 --> 0:11:13.520 then Bernes figured out how to hijack it, all that 0:11:13.720 --> 0:11:16.200 went out the window and all of a sudden we 0:11:16.200 --> 0:11:19.320 were all kind of slaves to these selfish desires. Well, yeah, basic. 0:11:19.360 --> 0:11:21.800 I mean, think about the ads you see now. If 0:11:21.840 --> 0:11:23.880 you can find an ad that doesn't prey on some 0:11:23.960 --> 0:11:27.920 fear or desire, it's either, uh, you've had a rough day, 0:11:27.960 --> 0:11:32.600 indulge in that Ben and Jerry's chuck. Have you guys 0:11:32.640 --> 0:11:35.120 noticed that Ben and Jerry's ads now stay chuck at 0:11:35.160 --> 0:11:38.040 the end of all of them. They know their audience 0:11:39.200 --> 0:11:42.080 or or a fear um or you deserve like the 0:11:42.120 --> 0:11:44.280 sports car, like all these things that you know you 0:11:44.360 --> 0:11:46.600 deserve all this stuff old. Don't you want to stay 0:11:46.600 --> 0:11:49.440 relevant by the sports car? All of your friends are 0:11:49.480 --> 0:11:52.520 going to tour two goa and having fun. Why aren't you? Right? 0:11:52.640 --> 0:11:55.120 Would you like to stay relevant? We have a product 0:11:55.160 --> 0:11:57.560 for you that will help you feel young again. Or 0:11:57.600 --> 0:11:59.920 at the base of it all, use this mouth waw 0:12:00.480 --> 0:12:05.560 or you'll die alone? Right, which is kind of accurate 0:12:05.640 --> 0:12:09.000 as far as advertising goes. And back in Burnet's day, 0:12:09.080 --> 0:12:12.600 the reason they they had ads like that is because 0:12:12.920 --> 0:12:15.560 you literally use something until it was done Back then, 0:12:16.040 --> 0:12:18.480 like you drove your car until it quit running, or 0:12:18.559 --> 0:12:21.360 you had your blender until it quit blending. There was 0:12:21.440 --> 0:12:25.040 no such thing as buying the new version of the 0:12:25.080 --> 0:12:27.800 thing you already have. And I know, no one here 0:12:27.920 --> 0:12:30.400 has a phone in their pocket and another phone at 0:12:30.440 --> 0:12:37.360 home that still works, use the new model exactly. So 0:12:37.840 --> 0:12:40.920 that was a completely new thing to to buy something 0:12:40.960 --> 0:12:44.400 before it had worn out. After World War Two, manufacturing 0:12:44.760 --> 0:12:47.040 uh kind of dried up, and they were kind of worried. 0:12:47.080 --> 0:12:49.920 They're like, we've sold all of our stuff and everyone's 0:12:49.920 --> 0:12:52.120 got everything they need. So they were like, well, we 0:12:52.160 --> 0:12:54.360 need to think of new ways to sell things to people. Yeah, 0:12:54.400 --> 0:12:56.199 we need we need to sell people stuff that they 0:12:56.360 --> 0:12:58.720 don't need exactly, And the best way to do that 0:12:58.880 --> 0:13:01.880 is to prime those on conscious desires, to prime those 0:13:01.960 --> 0:13:05.120 unconscious fears, and then in the next breath, stay and 0:13:05.160 --> 0:13:08.199 by the way, this product will fulfill all of your 0:13:08.240 --> 0:13:12.319 desires or will vanquish all of your fears. And people 0:13:12.360 --> 0:13:16.640 came to identify themselves with products uh and and all 0:13:16.679 --> 0:13:19.240 of that is frankly because of Bernet. So basically all 0:13:19.280 --> 0:13:23.960 of the weird, quiet maltreatment that every living person in 0:13:24.000 --> 0:13:27.520 the Western world undergoes on a daily basis can almost 0:13:27.520 --> 0:13:31.000 without hyperbole, be laid at the feet of Edward Bruney's 0:13:32.320 --> 0:13:36.120 you guys get this now, right. So he had a 0:13:36.160 --> 0:13:38.400 super long career, like we said, and he worked. I mean, 0:13:38.400 --> 0:13:41.720 this is just a smattering of people. He worked for, Uh, 0:13:41.960 --> 0:13:44.319 President Eisenhower. I think he worked for like five or 0:13:44.320 --> 0:13:46.400 six presidents. Do we have any Eisenhower fans in the 0:13:46.440 --> 0:13:54.840 crime you liar? Thomas Edison was a client, al right, right? Wow, 0:13:54.880 --> 0:13:57.679 that really is an Eisenhower fans. Henry Ford was a client. 0:13:57.800 --> 0:14:01.959 Samuel Samuel Goldwin of MGM was a client, eleanor Roosevelt. 0:14:02.240 --> 0:14:04.920 And those were just a few. And reportedly this is 0:14:05.000 --> 0:14:09.920 Nazi reference number two. Reportedly, Hitler wanted to hire Edward 0:14:09.920 --> 0:14:14.280 Burns to run his propaganda wing and he turned him down. 0:14:14.840 --> 0:14:19.120 And we can't find really good verification of that. So 0:14:19.160 --> 0:14:22.200 what we think, because we've studied Edward Burne's is that 0:14:22.280 --> 0:14:25.400 he actually took that up to tell people, like, you know, 0:14:25.560 --> 0:14:29.479 turned down Hitler to make himself look good. We uncovered 0:14:29.520 --> 0:14:33.400 some Edward Burne's b s He wanted me, but well, 0:14:33.440 --> 0:14:35.960 you know, I had some other clients. So whether that's 0:14:36.000 --> 0:14:38.880 true or not, there's actually if this floats your boat 0:14:38.920 --> 0:14:41.840 at all, Guys, if you leave this this place thinking 0:14:41.880 --> 0:14:44.000 like I really want to know more about us, go 0:14:44.120 --> 0:14:47.080 check out this really cool documentary called A Century of 0:14:47.120 --> 0:14:50.880 the Self, Right, fourth part BBC documentary. It delves into 0:14:50.920 --> 0:14:53.280 a lot of this stuff, um, and it keeps going 0:14:53.360 --> 0:14:55.960 even further beyond that. But one of the things that's 0:14:55.960 --> 0:14:59.920 featured in this documentary is newsreel footage of Joseph Gerb 0:15:00.520 --> 0:15:05.440 the Nazi propaganda minister, Nazi reference three, three of three. 0:15:05.840 --> 0:15:08.520 Is this it? Yep, you get no more Nazi reference guys. 0:15:08.960 --> 0:15:11.400 This is the end of the road with the Nazis. 0:15:11.440 --> 0:15:15.400 So Gebel's um is talking on film about how much 0:15:15.440 --> 0:15:20.120 he admires Edward Burney's and his writings and ideas and 0:15:20.160 --> 0:15:26.040 how it's directly influenced the Nazi propaganda machine. Again, Yes, 0:15:26.200 --> 0:15:29.440 do you like those gasps? Now do the thing? Yeah, 0:15:29.480 --> 0:15:33.120 there we go. Uh. He was the first person to 0:15:33.280 --> 0:15:35.440 use pulling, like to pull the public and tell the 0:15:35.480 --> 0:15:39.080 public what he you know, everyone should think about products. 0:15:39.120 --> 0:15:42.520 He was the first to use expert opinions, uh, like 0:15:43.000 --> 0:15:45.680 nine out of tend Dennis a blank. He was the 0:15:45.720 --> 0:15:48.440 first person to do that. He was the first person 0:15:48.520 --> 0:15:52.360 to use product placement in movies UH and TV and 0:15:52.440 --> 0:15:56.200 films and UH. He had a really great knack for 0:15:56.560 --> 0:15:59.520 getting lots of different people to write him big checks 0:16:00.120 --> 0:16:04.240 for the same work. Smart guy. He's very wealthy too, 0:16:04.280 --> 0:16:06.520 by the way, because of this. So for instance, he 0:16:06.560 --> 0:16:09.880 had at one point, Um William Randolph Hurst, the great 0:16:10.000 --> 0:16:14.320 uh publisher, newspaper and magazine publisher, came to Berne's and 0:16:14.320 --> 0:16:17.920 he said to Mr Burnet's fuel that was selling a 0:16:17.920 --> 0:16:20.880 lot of magazines too. Men. That's a that's a great nurse, 0:16:21.120 --> 0:16:24.440 by the way, but I think women would like to 0:16:24.440 --> 0:16:28.040 read magazines as well, So how can I sell magazines 0:16:28.040 --> 0:16:32.280 to women? Having too cloza And he just went weirdly 0:16:33.280 --> 0:16:39.120 British all of a sudden, so bad my impressions. I 0:16:39.120 --> 0:16:42.960 appreciate that. Uh. So he went to Berne, and Berne said, 0:16:42.960 --> 0:16:45.600 you know what, here's what we'll do. Let's start. Let's 0:16:45.640 --> 0:16:49.240 start putting ads in magazines that cater to women. Um, 0:16:49.280 --> 0:16:51.840 like like diamonds. Women love diamonds, right, so let's put 0:16:51.880 --> 0:16:55.960 diamond ads in your magazines. The diamond people were his clients. 0:16:56.000 --> 0:16:58.440 So he was like, I got two checks now, but 0:16:58.600 --> 0:17:01.640 why stop there? Yeah? I stopped there. Let me get um, 0:17:01.720 --> 0:17:04.080 let's let's put like a famous actress in there and 0:17:04.119 --> 0:17:06.800 these ads. No one had ever done that before. And 0:17:06.920 --> 0:17:09.080 let let's get like Clara Bow and let's put her 0:17:09.080 --> 0:17:12.000 in these diamonds in the magazine. Clara Beau was also 0:17:12.040 --> 0:17:15.000 a client, So he's getting three checks for the same 0:17:15.040 --> 0:17:18.720 stupid diamond ad to sell the same stupid women's magazine. 0:17:19.000 --> 0:17:21.120 And then women's magazines were a thing. I'm not saying 0:17:21.119 --> 0:17:25.520 that's bad. They're great. Yeah, this is this is not 0:17:25.600 --> 0:17:31.240 about women's magazines. That'd be weird. But before all of this, 0:17:31.440 --> 0:17:34.800 before he, uh, he gained his massive amount of wealth 0:17:34.840 --> 0:17:38.840 and influence, he was just a little bitty, regular baby. 0:17:39.040 --> 0:17:41.439 Because babies aren't evil. I think he might have been 0:17:41.480 --> 0:17:45.480 an evil baby. All babies are good. I don't know 0:17:45.480 --> 0:17:48.520 about this one, at least for a few weeks. Uh. 0:17:48.760 --> 0:17:51.560 He was just a little baby born in Vienna, Austria, 0:17:51.960 --> 0:17:56.320 in eight one of five children of Eli Bernis and 0:17:56.359 --> 0:18:00.439 Anna Freud Berne's and uh they were This had always 0:18:00.440 --> 0:18:03.800 melted my brain how it works out with the relationship 0:18:03.840 --> 0:18:07.080 with the sigmund I'm sorry, Shlomo SloMo, so I need 0:18:07.160 --> 0:18:09.080 you to explain because I can never get it right. 0:18:09.640 --> 0:18:15.720 So Berne's mother was Freud's sister and Bern's father was 0:18:15.920 --> 0:18:21.159 Freud's wife's brother. So it sounds gross, but idea what 0:18:21.200 --> 0:18:24.399 that means. There was just some siblings swapping going on, 0:18:24.480 --> 0:18:27.720 which is legal in all countries. It seems like incests, 0:18:27.720 --> 0:18:30.800 but it's really not. It's fine. They're just tighten and family, 0:18:30.960 --> 0:18:34.600 that's right. So by nineteen twelve he made contact with 0:18:34.680 --> 0:18:36.879 Uncle SloMo. Through the years, he visited Vienna and the 0:18:37.320 --> 0:18:39.280 he you know, he eventually moved to New York and 0:18:39.320 --> 0:18:42.760 then visited his uncle in the summers. But eventually, in 0:18:42.880 --> 0:18:46.360 nineteen twelve he graduated from Cornell University and he had 0:18:46.440 --> 0:18:49.520 his first um gig. It's a sort of influence what 0:18:49.640 --> 0:18:53.000 his career would be when this producer of a play 0:18:53.080 --> 0:18:55.040 came to him and he said, you know, I've got 0:18:55.080 --> 0:18:58.400 this play and you're a young, upstart person that thinks 0:18:58.440 --> 0:19:00.680 you know what you're doing. And I'm not selling many 0:19:00.680 --> 0:19:03.000 tickets and I could use your help. It's about this 0:19:03.080 --> 0:19:07.080 couple with syphilis. It's called Damaged Goods and no one's 0:19:07.119 --> 0:19:09.800 coming and I can't for life. And you figured out 0:19:09.800 --> 0:19:13.600 why people are lined up around the block at the 0:19:13.640 --> 0:19:18.040 Anthenium Theater. Chuck is totally serious about this. It might 0:19:18.040 --> 0:19:19.560 have played here. This place has been around for like 0:19:19.960 --> 0:19:27.840 since the early years. Yeah, no reactions over, no respects 0:19:27.880 --> 0:19:32.800 for anything. Maybe so he goes to Berne's and he said, 0:19:32.920 --> 0:19:34.879 I need some help selling tickets, and Burnet said, you 0:19:34.920 --> 0:19:37.560 know what we'll do. I have a little plan. Let's uh, 0:19:37.640 --> 0:19:40.159 let's make this not a dirty thing. Let's get out 0:19:40.200 --> 0:19:41.960 in front of this, because you know what, we should 0:19:41.960 --> 0:19:45.760 be talking about syphilis, because it's a problem. Everyone's got it. 0:19:45.840 --> 0:19:48.720 Everybody had syphilis at the time, and you're brave enough 0:19:48.720 --> 0:19:51.080 to do a play about it. So get out in 0:19:51.119 --> 0:19:52.600 front of it, and let's make this part of the 0:19:52.720 --> 0:19:56.680 national conversation. And he injured. Wasn't a huge play, let's 0:19:56.800 --> 0:20:00.080 get real, but he engineered a little campaign. In all 0:20:00.119 --> 0:20:01.800 of a sudden it started selling tickets. So he had 0:20:01.800 --> 0:20:04.879 his first little like a feather in his cap and 0:20:04.920 --> 0:20:07.240 all that sounds fine, sounds great. Like he was the 0:20:07.240 --> 0:20:09.359 first person to use let's get out in front of 0:20:09.400 --> 0:20:13.560 this as a phrase. Um or he uh, he started 0:20:13.560 --> 0:20:16.720 in national dialogue or whatever about syphilis, which is a 0:20:16.760 --> 0:20:20.000 good thing. And this is very Bernesian, right, So you 0:20:20.080 --> 0:20:23.120 think you're distracted over here by the good that it did, 0:20:23.440 --> 0:20:25.880 but really, if you look at it, he just did 0:20:25.920 --> 0:20:29.480 the whole thing totally cynically to sell tickets. Just play 0:20:29.680 --> 0:20:33.440 called damage goods, and that was very Bernie. So he 0:20:33.480 --> 0:20:36.280 wrote a book. His first book in nineteen was called 0:20:36.320 --> 0:20:39.760 Crystallizing Public Opinion. And he was really excited to send 0:20:39.760 --> 0:20:42.880 it to Uncle Schlomo because he had used his work 0:20:42.920 --> 0:20:46.160 to influence him. And he sent it to him, and uh, 0:20:46.240 --> 0:20:48.639 he didn't get like the most well, he got a 0:20:48.760 --> 0:20:52.560 very schlomo lean response. So do you guys know, SloMo 0:20:52.720 --> 0:20:55.120 he did in America. We should change that, no more Freudian. 0:20:57.520 --> 0:21:01.320 You have to add an extra l Well, Olean, try 0:21:01.359 --> 0:21:04.639 and say it without the extra. It's impossible. I'm not 0:21:04.680 --> 0:21:11.200 eve gonna try. So Shlomo writes him back and says, um, 0:21:11.240 --> 0:21:14.920 he says, I have received your book Ellipse, which it's 0:21:14.920 --> 0:21:19.080 not good in a letter as a truly American production. 0:21:19.240 --> 0:21:27.119 It interested me greatly when he went right. And everyone 0:21:27.200 --> 0:21:30.840 knows Freud was psychic, so when he did that, when 0:21:31.160 --> 0:21:33.359 when he wrote the letter, and then while Berne was 0:21:33.359 --> 0:21:35.560 reading it, he did it again because he knew he 0:21:35.600 --> 0:21:37.840 was reading it right then and it would really drive 0:21:37.880 --> 0:21:41.160 the point home. He was not satisfied with just an ellipse, 0:21:41.359 --> 0:21:43.240 No he was not, But that takes a lot of 0:21:43.280 --> 0:21:46.520 effort to actually write the lips dot dot dot yeah 0:21:46.680 --> 0:21:48.840 with a feather and I'll oh no, wait, I guess 0:21:48.960 --> 0:21:53.960 it pens at that point, so Freud was he's a 0:21:53.960 --> 0:21:58.520 look cool. No, no, they had pens. Okay, oh no, 0:21:58.640 --> 0:22:00.520 on the joke. I thought it was a great joke. 0:22:00.800 --> 0:22:03.960 I didn't realize it was a joke. So yes to everything. Okay, good? 0:22:05.040 --> 0:22:09.960 Uh so Uncle Shlomo wasn't super impressed, which, um it 0:22:10.119 --> 0:22:14.120 bothered uh young Edward a little bit, Young Eddie, and 0:22:14.240 --> 0:22:17.520 uh but it came back to roost a little bit 0:22:17.520 --> 0:22:21.720 when Shlomo came up on hard times because apparently he 0:22:21.760 --> 0:22:25.200 didn't make a windfall of cash. No, he did well 0:22:25.200 --> 0:22:28.520 at first, the Austrian economy fell apart and inflation went 0:22:28.520 --> 0:22:31.600 through the roof and his bank accounts went and he 0:22:31.640 --> 0:22:34.479 found himself broken, right, so he needed some dough and uh, 0:22:34.600 --> 0:22:36.280 little Eddie helped him out, and he said, you know what, 0:22:36.680 --> 0:22:40.119 let me let me publish. Help you get your works 0:22:40.119 --> 0:22:43.919 published in America, which again sounds nice, But Berne's retained 0:22:43.920 --> 0:22:47.679 the publishing rights in America, that's right, and didn't he 0:22:47.680 --> 0:22:51.000 He actually tried to get him to write articles for 0:22:51.040 --> 0:22:54.200 one of the new women's magazines, Cosmopolitan. Can you believe 0:22:54.200 --> 0:22:56.880 that like he Fred came back close to writing a 0:22:56.880 --> 0:23:00.959 column in Cosmo. No, seriously, how to satisfy your man 0:23:01.040 --> 0:23:07.800 in five easy steps. Number one, stroke his beard, smoke 0:23:07.880 --> 0:23:11.919 a cigar. Oh the cigars. Not always a cigar, No, 0:23:12.480 --> 0:23:16.520 especially not in Cosmo. Well, and actually, didn't someone give 0:23:16.600 --> 0:23:19.800 someone a box of cigars in this transaction? So when 0:23:20.560 --> 0:23:25.359 when Berne's sent Freud a box of cigars? Freud sent 0:23:25.640 --> 0:23:29.800 Berne is a book of his general Introductory Introductory Lectures, 0:23:30.000 --> 0:23:32.880 which is what inspired all this in Berne's he actually 0:23:32.880 --> 0:23:35.760 sent him a box of fars, not ironically, And can't 0:23:35.760 --> 0:23:39.480 you just see like just like hypnotizing himself, like shaking 0:23:39.480 --> 0:23:42.879 this box of cigars, just trying to convince himself a 0:23:43.000 --> 0:23:47.320 cigar is just a cigar. He was a sick Oh, yes, 0:23:47.400 --> 0:23:51.560 I can't put it in my mouth for some reason. Wow, 0:23:54.080 --> 0:23:57.480 all right, he writes a second book and at this 0:23:57.560 --> 0:24:01.119 point he's not even trying any where. He calls it propaganda. 0:24:01.359 --> 0:24:04.639 That was the name of his second book, which was 0:24:04.680 --> 0:24:08.080 the original name for pr literally, and he was like, 0:24:08.119 --> 0:24:10.560