The Unconventional Marketing Tactics of Edward Bernays

In 1928, the American Tobacco Company hired Edward Bernays as a marketer. He didn't believe that people made rational decisions most of the time; he believed they just hit it really well. The tobacco industry had been focused on persuading individual women to buy and smoke cigarettes through logical arguments. But Bernays saw it as an emotional and cultural issue: If he wanted women to smoke, then he had to appeal not to their thoughts but to their values.