The Engineering of Consent by Edward Bernays

Paperback facsimile reprint. Brand new. 6" x 9".

The pages have a slight gray tint to them -- please see the pictures. The shading does not inhibit reading the material, however. 

In 1955 University of Oklahoma Press published Bernays' book The Engineering of Consent. In fact Bernays contributed only the first chapter (22 pages) "The Theory and Practice of Public Relations: A Resumé". The seven other chapters were by his associates: "Objectives" by Howard Walden Cutler, "Research" by Sherwood Dodge, "Strategy" by Nicholas Samstag, "Themes and Symbols" by Doris Fleischman and H.W. Cutler, "Organization for public relations" by John Price Jones, "Planning" by Benjamin Fine, and "The tactics of public relations" by A. Robert Ginsburgh.

The longest chapter, the one on strategy, begins with sociological and psychological observations on human motivation drawn from Karl Menninger and Vilfredo Pareto. Samstag illustrates varieties of strategy with sample cases before the public. He details aspects of timing, forbearance, approach, surprise, participation, association, disassociation, crossroads, personalization, bland withdrawal, apparent withdrawal, apparent runner-up, omission, reversal, mosaic, and understatement.