Mind Hackers Presentation
Persuasion Playbook
From War Propaganda to Modern Advertising
Battle of the Brains
WWI Recruitment Poster
"I Want YOU for the U.S. Army"
Image A
Modern Smartphone Ad
"Unleash Your Personality"
Image B
"What is the goal of each? How does each try to convince you?"
What is Propaganda?
Information, especially of a biased or misleading nature, used to promote a political cause or point of view.
Duty
Appeals to your sense of right and wrong.
Fear
Shows you what will happen if you don't act.
Patriotism
Connects your actions to the survival of your country.
The Mastermind: Edward Bernays
The "Father of Public Relations"
He realized that if you could sell a WAR to the public by branding it as a "fight for democracy," you could sell anything.
"Bernays connected a product to a consumer’s personality and style."
Psychology + Marketing
Connecting products to identity rather than need.
Video: The Bernays Shift
Watch the clips carefully. Focus on how Bernays changed our culture.
Embedded media
Clip 1: 2:54 - 4:21
Clip 2: 7:52 - 9:41
The Two Playbooks
Compare & Contrast
Propaganda Style
- • "You MUST do this."
- • Focused on Duty & Country.
- • Uses Guilt or Fear.
- • Objective: Collective Survival.
Bernays Style
- • "You WANT this."
- • Focused on Freedom & Self.
- • Uses Desire or Aspiration.
- • Objective: Personal Identity.
The Art of Persuasion
Lab Activity
1
Choose an Object
Select a boring, everyday item (Stapler, Rock, Coffee Mug, Pencil).
2
Wartime Style Ad
Create an ad using Duty, Fear, or Patriotism. Make it look like a government poster.
3
Bernays Style Ad
Create an ad using Identity, Freedom, or Coolness. Make it about the user's personality.
YOU HAVE 25 MINUTES!
The Final Verdict
"Which approach feels more effective in our world today?"
Are we more likely to do something because it's our duty, or because it makes us feel free?
Persuasion Playbook Worksheet
The Persuasion Lab
Student Activity Guide • 8th Grade Social Studies
Name:
Date:
Part 1: The Hook
Compare the two advertisements shown on the screen. What are they trying to achieve?
Image A: WWI Poster
Image B: Modern Ad
How do their methods of "convincing" you differ?
Part 2: The Bernays Shift
Innovation: The Press (2:54-4:21)
How did Bernays "rebrand" World War I for the American public?
Culture: Identity (7:52-9:41)
Explain the difference between selling a "need" vs. a "personality."
Key Term: Consumer Culture — A culture where social conventions are centered on the consumption of goods and services.
Part 3: The Art of Persuasion
Object Choice: ____________________
Work with your partner to create two different advertisements for your chosen "boring" object. Use the specific techniques we've discussed today.
Wartime / Propaganda Style
Technique Used:
Duty
Fear
Survival
Bernays / Lifestyle Style
Technique Used:
Identity
Freedom
Desire
Reflection
Which ad do you think would sell more products today? Why?
Influence Map Anchor Chart
Influence Map
Two Ways to Change the World
The Old Way
Primary Tool:
WAR
PROPAGANDA
Techniques:
- Duty & Patriotism
- Fear of the "Other"
- Social Pressure
The Message:
"If you don't do this, we all suffer."
The New Way
Primary Tool:
CONSUMER
MARKETING
Techniques:
- Personal Identity
- Emotional Desire
- Social Freedom
The Message:
"Buy this to become the person you want to be."
Edward Bernays
"We are governed, our minds are molded, our tastes formed, our ideas suggested, largely by men we have never heard of."
