Part One: Edward Bernays: The Founding Father of Lies
<music> a song that you love can't find anything about the degrading lost artist could have been huge twenty thousand tons of valuables in garbage mixed together crumbling mansion images this both house all ten episodes of the podcast ephemeral are neatly labeled and easy to find listen to the full first season of ephemeral and subscribe on Apple podcasts the iheartradio or wherever you listen pockets and learn more and involuntary myself. I'm Robert Evans hosted behind the bastards the show we tell you everything you don't know about the dairy worst people in all of history and one of those very worst people in all of history is the person who cut the hair of the dog of my guest today Jamie Loftus <hes> Jamie. If I'm if I'm not mistaken your dog OGG got a terrible haircut and is ugly now. Yeah I think we can all I mean you saw the picture. He looks like Lord Farquaad young used to be one of the sexiest dogs in the game really <hes> getting an and it was like this was the first time that he was taken on a walk and received no compliments because he looks like shit now. He's going to have to develop a personality yeah. He looks like as you said an in-cell which is why I picked the opening for the show that I opened I circle yeah. He is now going to start it really bone structure yeah. He's going to rent a van and Ram. It's probably not something with joking about. It looks like Shit now yeah. The dog looks like Shit but you know Jamie because of our our subject for this week. I've learned that if you want your dog to get compliments again the answer is not to get him a better haircut. The answer is to just simply change all of America's standards towards dog beauty and today we're GonNa talk about the man who can tell you how to do that are subject. Today is Edward Brenes yes yes. Do you know who Edward Bernez was. No I'm coming in colder than usual on this one. I'm a love it. I love it well. Let's let's talk about F._e._B.. Ed Byrne Sophie will pull up a picture of him and I'll Accu- Sophie and on Windows show it to you and you can you can you can give me that judgment. I'M GONNA I'm GonNa read my little intro. I oh okay so in common parlance the term founding fathers is applied to the men who literally founded this country at the end of a rifle or a pin and from a literal standpoint that does make sense whatever else you wanna say about them. Dudes like George Washington Thomas Jefferson Ben Franklin did start start this thing we call the United States but the country they found it only bears passing resemblance to the one we live in today so for my money we should expand our ideas of the founders to include the people who are most responsible for making America into the place it is right now at this moment in time for all of the people who live here and by that measure of the term. It's possible that no single man deserves to be called a founding father of this nation more than Edward Bernice Eddie liked to be known as the father of public relations which is only part true. He in another Guy Renamed Ivy League both have a pretty solid claim on title but calling what Bernez did P._R.. Gives an incomplete picture of the man's accomplishment Edward Bernez invented mass manipulation of the American populace to achieve specific ends in doing so he invented modern America so so this is the guy. We're talking about today the first P._R.. Man I mean isn't just saying you're the father of P._R.. Even though you're not just good P._R.. It's fucking fantastic P._R.. Yeah that's just good Spin Bernez. That's just evidence otherwise Hawaii and I'm not gonNA look it up I am. He lived to be a one hundred three years old yeah he. He never died until he finally did like he shoulda died so much earlier because he was a real piece of shit but he just kept being alive. Yeah it really does yeah like the and like the toxicity of person can really preserve you well. He's one of these terrible people who made really good healthcare decisions for himself and was always a very healthy person which are like the worst terrible people like the health nuts who were monsters downstairs yeah like when Steve Jobs is sloshing is green. Just get over yourself yeah just like because I need to live forever yeah but unlike jobs Bernez picked health stuff. That actually worked apparently caused Robert ever take jobs. You're dead as all right Edward. Lewis Bernez was born in Vienna Austria in eighteen ninety wound his father. Eli and Mother Anna Freud Bernez came from a middle class Jewish background around on his mother's side. They were perhaps a little bit above middle class. Due to a very famous relative her brother Sigmund as in Sigmund Freud the guy who thinks we all WanNa fuck our MOMS Sigmund Freud is his uncle yeah well <music>. Are they class. Oh Yeah Yeah. They were fucking tight. Yes they out. fucking there was actually he helped Freud like get along when he was like older and like was having trouble making money like Bernez helped sell Freud's books books and stuff over in the U._S. and give him speaking deals and Shit so like they were like like fucking tight I'm doing that. You can't see the gesture over the audio but I'm doing that that gesture. Everyone knows the tight gesture. Your fingers did that is <music> already deeply fucked okay so your uncle is Freud. He's peddling all these. This weird stuff that I sort of agree with but mostly think it's more of a him thing Freud has always like like the first twenty percent of everything he says that's right and then he just goes off the rails right and then he was talking about how he wants to fuck his mind and you really yeah okay that's fine but don't stop projecting on the rest of US yeah. He's like a guy who's really good et like a building roads but doesn't know where to build the roads to so he just he just randomly starts making roads in the middle of nowhere and they lead to cliffs and stuff. That's that's that's Sigmund. Freud father of psychiatry they also a coke addict and I guess coke addicts like blazing random tro yeah he was way into cocaine yeah super huge into cocaine. The first book he wrote was called on cocaine which was about doing cocaine. That's where psychiatry three comes hardcore and I appreciate him more than I did one. Oh Yeah Yeah. He's my favorite coke addict. That isn't a Hollywood producer. That's a cool like that's if some like a contemporary like thought leader wrote what a book called Juuling for a long time like not man all right. I'm on board yeah so he's he's the nephew of Mr World's most famous coke addicts. Yes slash scientists now. Austria Street and the eighteen nineties was not exactly the best place in time to be Jewish when Eddie was one his parents move the family to New York City where his father went on to become a moderately successful grain merchant growing up Edwards family was not rich in there were some moments of financial strain when times were tough but for the most part they managed upper-middle-class existence now his father Eli Brenes was not abusive or violent to his children but he was a very German father and that meant he was seen as more of nature by his kids than like like a loving and supportive parent years later Edward would write quote the household during the day centered around mother in the evenings and on holidays in Sunday's. My father dominated everything and everyone intimidating all of us with his unpredictable temperament. My earliest recollection of him is that of heavyset man leaving the house every weekday and Saturday morning for a place called downtown to make money. My mother was constantly on the alert to prevent explosions of Fathers Temper. Cooking odors were anathema he would sniff the air like a lion when he stepped into the vestibule of the house each evening. If someone had forgotten to close the dumb waiter and odors sifted up from the kitchen through the house he would call out and allowed stern voice over the windows. My mother would rush to the windows. Throw them open regardless of outside whether I never knew why. My father was so obsessed with details so that's that's his dad that's how he relented and it's worth noting he he capitalizes the mother but does not capitalize the F. Father another another sick burn from there. I I mean yeah. It's his dad to sounds sounds like God. Yes the force of nature thing I so weird I cannot relate at all. <hes> is someone with a very meek father <hes> but it seems like okay so so his dad need the tension and his mom is terrified of him and I'm sure that buds very well for their life yeah yeah and it. It's one of those things that boated like this is actually a very German thing like the way his family worked was pretty normal for German families a couple of years ago. I interviewed an old guy who had been in the Hitler youth as a kid and was like fourteen when World War Two ended and when he talked about his childhood he made a point of noting that like you didn't speak to your father directly unless he asked you a question like <hes> on Sundays. When the family had a single egg his dad would eat the egg and they would all watch like you didn't start food until your dad started? Eating like dad was like the dictator of the family and this goes like that was pretty normal in Germany at the time. It was like a way like specially turn-of-the-century Germany I I. I really hate that egg thing. That's fucked up right ever heard that is super fucked up and it just like it feels like weirdly symbolic even if they don't be they're like Oh yeah. No we had to watch daddy. Eat An egg well in its this guy who again like grew up in the Hitler youth connected the way that like families were structured in Germany to how fascism was able to get such a hold on the countries like we were already kind to use to this idea because of how we grew up with our fathers others like that anyway that's the connection. This guy made when I read about Bernez sounded sandy eaten egg never watch your father eaten eggs never do my dad and I used to do this weird egg thing but it was i. I wasn't like that. It was like my ahead of us to do this. Weird egg thing is a sentence that can go a lot of ways to find chose to get the Bernez me to do this weird egg thing we used to do this. We eat in what we would over easy egg and then we would time we would both swallow the yolks whole at the same time and then we'd high five. That's horrible is that German. That's the worst story and I'm I'm making the the the rule right now that if anyone listening to this ever sees their father eat an egg start pelting him with rocks. No more fathers are allowed to eat eggs fascism. If you watch daddy eat yeah. Stop Your parents you just your dad from eating shake this. It's fine for your mom decades creepy yeah anyway. I'm GonNa read another quote Bernez wrote about his dad. My sisters and I stood in awe of our father. We observed silence in his presence until we were addressed when he left the house in the morning he called goodbye to us from the hall. We then ran from wherever we were in farewell on his bearded cheek after dark he returned. I saw him for a few moments. After supper before it was sent to bed he occasionally finally raised his voice to us and commanding tones which had the shock effective in Newark traffic cop on a timid motorist. His awesome personality made corporal punishment unnecessary so he doesn't get hit at all by his dad. There's no no abuse but it's like this is is the strictness of the family he grows up and Edward hates it like he really doesn't like his parents relationship. He doesn't seem to like the way his dad does things and he grows up wanting to live a life is different from the life as parents lived as possible. That's like an early motivator for Graham Yeah Fair. I wonder we'll signals making it this marriage yeah I don't I don't know I don't think I it didn't come across any evidence of Sigmund psychoanalyzing his own nephew. He seemed mostly worried about money. Yeah probably there's something about fucking Shit Affect your mom kid on this happened. Classic Sigmund Freud always telling kids to fuck their mom so eli wanted his son Eddie to get into agriculture agriculture and pick a career that was in line with family business of selling grain but ed zero desire to do anything even vaguely related agricultural work. He graduated from the Agricultural College at Cornell University in Nineteen Twelve <hes> so he was this is something thing that everyone listening should be able to identify with. He was like a yet another middle-class skit with a degree in field that he didn't WanNa work in like half of my friends <hes> he worked for a brief time decoding cables about the grain trade and living off of DAD's money in New York until one day in December nineteen twelve when he wound up meeting his old friend Fred Robinson on the morning trolley now he and Fred had worked on the school paperback when they were in high school and now Fred's dad had handed his son control of to academic journals he happened to own the medical review of reviews and the Dietetic Hygienic Gazette Fred asked his old friend Eddie for help and running both papers next according to the father of spin by Larry tie quote the use the medical review to argue against women wearing corsets with stays into encouraged shower baths they published expert opinions on health controversies irregular relatively novel approach and they tried something even newer to promote the journal in its advertisers distributing free copies to most of the hundred thirty seven thousand licensed physicians in the United States so eddie gets like a chance to break into publishing and immediately. Is this guy with new fresh ideas that nobody had thought of before says generally positive just so far yeah nothing nothing bad pending women in cages and let take a shower every once in a while he's Edie Edie. Brenes is a feminist icon by the way Oh interesting yeah he is. He's a weird feminist icon a problematic one but credit where it's do. He was like an early early guy be like these these these these chest prisons we put women at our seem like a bad idea. Perhaps get angry. Maybe they're uncomfortable yeah. That's that's I mean. I guess it's the least you can do with a with a medical journal in just like hey stop putting your wife in prison. Yeah don't imprison her lungs in a cage. I I'm on team Eddie so far we're all team Eddie so far so about two months into his new job Eddie Brenes came across the review written by a doctor about a play that was just now starting to take off New York or did that had just been written. It hadn't even performed yet and the play was called damaged goods. It was about a man with syphilis who gets married and SPAWNS Pacific child now. This is about the most risque subject you can imagine at the time people in Nineteen twelve did not talk about S._T._D.'s in like any context like doctors didn't like talking about them. <hes> so the play both both dealt with the subject frankly and dealt with the common remedies people attempted to us to deal with the illness so it was like like a groundbreaking thing that you would like discuss S._T._D.'s at all in a popular play the right time yeah it was the rent of its time exactly it really is like kind of aligned with that yeah so Eddie and Fred published that review but decided that just like publicizing the play itself wasn't enough so burn as reached out to a guy named Richard Bennett who is a popular actor who expressed an interest in taking taking part in damaged goods and he told Bennett quote the editors of the Medical Review Of Review Support Your Praiseworthy intention to fight sex currency in the United States by producing bruce play damaged goods. You can count on our help so because of his really traditional upbringing and like how how kind of cloistered his family life had been eddie grew up wanting to like break as many taboos humanly possible and damaged goods gave him a perfect opportunity to do this so he attached himself in the medical review of reviews to the project object as a sort of Proto P._r.. Firm his plan was to essentially gain funding to produce the play <hes> and to get people to go to it and make it a financial success success by turning the play into a cause celeb- <hes> where basically like he was he was staging like if you go to this play you're fighting the cause of currency. You're like writing prudishness yeah yeah. It's literally rent where people are like yeah. I helped I've seen rent before. I helped raise awareness of AIDS by watching this play. That's exactly the same thing Brenes having people do but in nineteen frigging twelve yeah damaged goods unrelated is just a great name for anything. I was the kids I would see anything uncalled damaged goods. Yeah it was kinda sounds like a hairband I would still see it though I would see it if it was a movie starring Jeremy Renner and I'm I'm not a Renner Ritter Fan but you're not a Jeremy Renner van. I'm not I'm not arena Stan Yeah. Didn't he like try stand up or something. He's tried stand up and he hates women love that for him but he is. I I saw one picture of him from the new of injuries movie and I thought that guy looks like damaged goods kids. They're a giant Samurai Tattoo on his arm. That's some damaged goods. That's the face of damaged goods dinner with a giant Sammer Tattoo. There is a brief amount of time. We're both Jeremy Renner and an hey we're hitting up bar shows that was can you get out of here like go get get get especially cancelled cheer. I don't know I think Jeremy Renner was born cancelled and that's what his great power born to be cancelled will be the name of my next play. That's his other armed. Two seconds sleep so Edward Bernez for the medical review of Reviews Sociological Fund Committee at Age Twenty One <hes> in like the Sociological Fund Committee was essentially like the organization he made to fund the play damaged goods so he raised money from people like John Rockefeller and the Vanderbilt's in order to put on the show is plan was wildly successful. Sociological Fund Committee raised huge amounts of money damaged goods was a hit in it inspired Bernez to launch a series of other place aimed at exposing other Notre Acts Aspects of society drugs white slavery anything that stirred controversy after tasting success for the first time in his life Eddie took the opportunity to travel to Austria and visit his famous uncle Sigmund they talked and walked and traded ideas about the functioning of the human mind when he got back to New York and late nineteen thirteen he'd become obsessed with his uncle's idea about how unconscious drives from childhood impact the way people behave as adults Bernez realized that if you could figure out what unconscious drives motivated people he could manipulate those people on a massive scale so he starts with like I'm GonNa get people to see this play about syphilis spike convincing them that it's like an act of like a humanitarian act to watch this piece of entertainment that's successful so he starts doing it with other things drugs white slavery and stuff and he's really just titillating people but he makes them feel like they're accomplishing something opening any realizes that like he's tapped into some sort of drive people have to do better so then he goes to Austria talks to his uncle key things to say you're super woke but what you don't know is that I'm taking all of them. My knee like I cheat okay. Well let me Babe. You're well so his first project. After getting back was a comedic play called daddy long legs which basically seems and Evac back on now the descriptions of make. It seem like it's just like almost a shot for shot rip off of Little Orphan. Anne like the plot is literally poor girl comes up from the street and gets adopted into wealth and privilege so obviously I don't know probably for some weird aspect of nineteen twelve like thirteen vernacular. Now you may notice that the idea of a rip off of Little Orphan Anne. That's not at all risque. It's not like syphilis or white slavery or anything like that so how is going to make people feel like going to the show is activism. If <hes> if it's just about some some poor kid getting adopted by a rich guy don't know all right well. He found a way yeah. Is it forty a little bit basically he he he uses an excuse to launch like a charity campaign aimed at encouraging adoption. Option so like this is he. He's like okay this play itself. There's nothing risque about it so I can make people feel good by making them feel like buying tickets to this is supporting the cause of getting poor kids adopted by rich kids or rich parents and stuff <hes> so he forms groups on college campuses and high schools to raise money. That's aimed specifically at getting like private middle class and upper middle class families to take an orphans <hes> one of the colleges he goes to is Vassar and he arranges a meeting with some influential undergraduates and gets like a writing in the <hes> the front page of a couple of newspapers but they only donate about fifteen cents of money which is fine. He's not actually trying to raise money for anything here so actual charity here he just wants to be able to save vassar supports this charity campaign which they didn't loves attention. Yeah exactly and Vassar gets really pissed at him but the the stories are already on the front page. There's no there's no turning at back so like this is the tactic this guy invents which is you may recognize as familiar with the way things work today sort of <hes> so yeah. He's he's. He's he's. He's a trend setter <hes> he's he's. He's established like the way P._R.. Outta work where it's like I want to make it seem like these fancy. Institutions support what I'm doing so I'm just going to take a picture with a couple of people there and folks will read between the lines and assume the college supports what we're doing in assume there's a real charity. Even though there's not at all the real charity we know kids who are getting matched up with rich parents right so he's these genius now Yeah Cool Guy At age twenty three Edward took on his biggest client yet the Russian ballet now. This was a particularly tough off task since Macho American men had little inclination to watch a bunch of Europeans and fancy tights bound around on stage like a bunch of fairies ballet was seen as effeminate in order to fight that expression of toxic masculinity Bernez used another expression of toxic masculinity and published articles and prominent newspapers with titles like our American men shame to be graceful. He's really smart him. That's good I I mean. It's just like you just have to make that's such a weird angle to come out. Just like oh sorry Bro. Are you like afraid to like enjoy a gorgeous ballet. <hes> I'm sorry you can't enjoy the beautiful shape like the beautiful expression of a man's glorious glue muscles bounding and perfect symmetry on the stage watching his quads bounce. I like the image of an angry bro Outside of ballet theatre just they're being like did like Oh. I can't just go out and see fucking Romeo and Juliet with my friends fucker you talking about you saying it's not Manley to enjoy a man's tightly wrapped package as <music> as it bounds up and down on the stage like I can't watch that are you are you. Are you scared of Grace Ross Doughnut there too. I'm just like why want my boyfriend go to family the opera with me why why well because because they watch musicals that slap that's the that's the update does does fan of the opera slap yes. It's you know what else slaps Jamie Loftus. Let you know what you know. It's even even harder than Phantom of the the the products and services that support this show Andrew Program these slaps these slap like the Phantom of the opera but unlike the Phantom of the opera. You don't know where this story is going. I'm from a lifetime growing up in American pop culture so this will another not not a hater but I'm saying like the Phantom of the opera. We all know how the Phantom of the opera goes. No one knows what these ads. They'RE GONNA BE BELT Company. They could be for coke industries. They could be for the Church of Scientology. They could be for Blackwater like anything could happen when ads come on it could be anything yeah yeah so let's let's spin the roulette wheel of capitalism in see whereupon it lands hey. I'm Andy if you don't know me. It's probably because I'm not famous but I did start a men's grooming company called Harry's the idea for Harry's came out of a frustrating experience. I had buying razor blades. Most brands were overpriced over designed and out of touch at Harry's our approach is simple. Here's our secret we make sharp durable blades and sell them at honest prices for as low as two dollars each. We care about quality so much that we do some crazy things like by a world class German blade factory obsessing over every detail means. 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I'm GONNA bomb so many school buses in foreign countries thanks to these beautiful raytheon products and and their sponsorship censorship money really keeps the shovel float so thank you during the on yeah. It's really cool to get to finally see pictures of your large mansion that you live in. Yes yes built with Raytheon Money Shariff theon oddly enough. The main demographic for behind the bastards is the Saudi royal family so they this is really a good place for Raytheon to advertise yeah all right. Let's get back to Edward Bernice who is related to this because he he invented advertising in context revolutionized bullshit he revolutionized bullshit so Bernez had realized with his his campaign for the Russian ballet that he could sort of change American reckon opinions about things like European men wearing tights by pushing think pieces into popular publications like Vanity Fair in creating the illusion of a national discussion as long as it's done to this day yeah yeah like he he was. He's the first person to figure it out and it's completely destroyed our civil society to remember that article that was like where millennials buying diamonds just like starting a conversation that no one was in the middle of meanwhile the question with all of my fellow millennials more along the lines of like. Why can't I afford to buy my insulin? Why did I did I go to a dentist to accept groupon? That's why are people people able to afford a dentist. How do ident- how do I clean my vanity buns without getting a new credit card? Yeah there are group on Dentists Robert. I am not surprised by that. It's a hard industry for dentists lists. I went to one. She sneezed in my mouth but I think she will get dental work. The last time I went to a dentist that's horrifying. It took me a second to catch up with it into my mouth. She wasn't wearing a mask is was she like those painless dentists where like what she brags about is I'm a mask list dentist could happen yeah mask off thirty percent cheaper than the other dentists but I will get my fluids inside of you yeah the crazy anything is I'm pretty sure that the gum procedure itself went just fine but she she was like talking about game of thrones and she sneezing my mouth. That's awesome. That's some solid dentistry. Yeah I mean hey if I had you know. Had I gotten health insurance had I had it been an option in my life. I wouldn't have this gorgeous antidote to share with you on this this podcast so really you know what is I don't know the last time I went to a dentist was when I had health insurance and it was to get my wisdom I am teeth removed and I understood. That was the last dentist trip where I was likely to get hydro down so I just have not been back why would you why would you go after that. They're I guess that's fair. I just my mouth kept bleeding. My mouth can't bleeding. Eh meltzer meant to bleed Jamie. They're just starting to get nervous about how my mouth would bleed in any situation. If I started to feel any feeling my mouth would respond by bleeding if your mouth stops bleeding. That's that's when you have a health issue. You want your mouth to bleed all the time. It's well that's fair but if you see enough pictures of yourself doing stand up with your mouth actively bleeding people started think it's a bit and not just how your mouth is. We'll play it. It is a bit either way if you're if your mouth is bleeding it means you're drinking plenty of blood which means you have high iron levels. which is what you need if you can't afford to go to the doctor? I love this spin. You're gone full birthdays thank you I'm. I really have learned a lot lot from him. So as the nineteen teens rolled on Edward Bernez was making very good money on the cutting edge field that hadn't really existed before he got into it <hes> public relations tragically his success did not at all impress his father Bernez later wrote quote my father's attitude toward my activities remain less than lukewarm. He was disappointed that his son had turned press agent. He enjoyed good theater in concert. Stockpiling Orchestra seeded performance was one thing but for his only Sunday career of the theater in daily contact with actors and managers. This was something else the window get. This actor Stink Outta here. He thought his dad thought actors were gross and he thought it was gross that his son had become basically a press agent for the theater and she feel the same way. Yes I hate the theater and all people who are involved with it. Yeah Yeah Yeah. I think that's a reasonable way to feel get get getting T._v.. Like every self respecting actor board trotting yeah. Where's your not fucking interested yeah? He's he is older than said I suspect now when World War One kicked off in August of nineteen fourteen it was probably the greatest calamity in human history. The whole nations in the continent of Europe were utterly ruined by war on a scale never before imagined luckily for America and for Edward Brenes it also meant an opportunity to get into some new business for America that new business was mass arm sales for Edward that new business was convincing Americans. That getting involved in a European Paean war was a good idea now. This is going to be hard to get your mind around Jamie but there was a time when Americans thought going to war in foreign countries was a bad idea. Oh see that's not something I feel like we can relate with in our lifetime so no no it was not so daddy you know. How is daddy long legs going to do this well? His first big idea was to get out an article in the magazine Musical America urging musicians to help America get on board with the war by having singers performed songs about the U._S.. Military whenever they performed at clubs that was is the can all be great home runs that is one thing that seemed to use to work in this country that I truly can't understand like occurring even like post nine eleven and like this this really no I it actually did work in nine eleven conservative household and I heard that fucking world and proud to be an American where'd lease done no free. I heard that fucking every week of my life in the run-up to like the Iraq war yell yeah that was that was like the theme song of we're going to we support this horrible war yeah yeah that was in my parents. Were very moved by it. Especially after nine eleven thought it was the most profound song they'd ever heard. It was <hes> so yeah. I guess maybe that wasn't a dumb idea. It probably worked really fucking well back then and it worked really fucking well in two thousand and three days he's yeah yeah. He's a concern center so eventually Bernez work earned an interview with the Foreign Press Bureau who were the United States is pro propaganda agency for the U._S.. Military at that point in history they were worried about hiring Brenes because he came from Austria and they thought that might make him not loyal to the United States but eventually they grew convinced that Brenes was really a company man and they gave him a chance to serve the war effort directly. He's a relentless landless capitalist. He's he is on board with capitalists. We're good we're good. I'm going to quote again from the father of spent quote finally given his chance to serve Eddie recruited Ford International Harvester her in scores of other American firms to distribute literature on U._S.. War aims to foreign contacts and Post U._S.. Propaganda in the windows of six hundred fifty American offices overseas he distributed postcards to Italian soldiers at the front so they could boost morale at home and he planted ended propaganda behind the German lines to dissent he organized rallies at Carnegie Hall Featuring Freedom Fighters from Poland Czechoslovakia in other states that were anxious to break free of the Ostra Hungarian Empire in short. He helped win America over to an unpopular war using precisely the techniques it used to promote daddy long legs and the Russian Ballet. Oh my God yeah okay so he's moved on from ballet to the first world war well. He's way to jump there. I never overestimate overestimate the confidence of a random guy yeah. They successfully promoted daddy long legs better trying to like Mick. Fuck the world up. I know the fault went through head at some point like if I can put assets in seats on Broadway I wouldn't put dough boys entrenches in western front. I well there's there's no bouncing back from this and it marked. It worked yeah yeah he was. He was an integral part of winning the American people over to World War One. I mean there's really appealing to the power of foam. All is his power for anyone there just like are you serious like people are their shit. It's one kind of dumb to be a European in nineteen fourteen in think like Oh. This war is going to be awesome. We gotta get into it like everybody wants a little bit. It's going to be over real quick like I wanNA have a partner. I wouldn't have a chance to be a hero. That's it's one kind of dumb and it's an understandable kind of dumb. If you know European history up to that point it's a whole other kind of dumb to watch three years of unspeakable slaughter in the trenches of Western Europe and be like yeah we we should really get in that like this seems like it's GonNa be a great big. Let's hop on board this trade guys but it does it does work. It does work imperial. Germany is defeated thus ensuring piece in Europe forevermore <hes>. I haven't read in a European history past nineteen eighteen but I think I think I think it went pretty well. It's happily ever after kind of deal. Yes seems like it seem like it so there's an extent to which like obviously <hes> American involvement the first World War is one of those things that set off a chain of events that you know made the rise of Nazi Germany inevitable and you can't blame Edward Bernez for that he was he was doing what he thought was best what you can blame blame him for his work in the tobacco industry which ironically would go on to kill more people than his work selling America on world wars but I it's so wild that you know like his dad could have just been like I love you yeah. Is that actually did say that a lot because we have some letters between them. It seemed like his dad could only communicate emotionally with his son through letters they wrote each other but his dad was also like really insistent that his son and get into agriculture which I guess maybe he was right about it because seems kind of Edward for nays thing to do every fun. I wish I that career yeah as I I mean. I guess he might be better off than that. I wish that fathers were still pushing their kids to do the same shape as them. That's what a what a fun refund trend that was for most of human history. I mean I say that like I make fun of that idea of like Dad's like like pushing their kids to the same thing they did but I wound up completely accidentally in the same career field my dad was in without ever meeting to because he was a radio guy for thirty years and now look at look at fucking me. Look your Goddamn microphone in your Raytheon Liane Mansion Mansion. I also reporting on the Boston Bruins for local paper you can't you can't escape escape it yet. Genetics is destiny except except for Edward Bernez who instead of farming tobacco just sold it to millions of Americans. We're GONNA talk about that in a little bit Jamie but I I feel like we should have a little detour and talk about Edward. Brenes finised icon. Wow this is this is this is my content okay great. You're ready. You're ready. Bernez was a longstanding women's rights advocate and was weller head of his time on just about every gender issue he you know supported women's suffrage before women could actually vote. He and his wife Doors Fleischmann got married in nineteen twenty two after a long lingering courtship when Edward had opened his first independent company which he called a publicity direction office in Nineteen Nineteen Doris was his first employees they fell in love but we're so focused on avoiding what they saw as the mistakes of their parents that they kept their relationship hidden for years Eddie sister actually had her husband adopt the Brunet's name when they married that the family line could go on because she was that convinced that her brother would never marry he was kind of a Hippie sorta dude. Where's like we're not GONNA get married? We're going to do like you know. A different sort of relationship that that nobody else in America is is on board like doing it so he was like head ahead of his time <music>. I'm on that now on paper. The union between Doris Fleischmann and Ebi Bernez seemed like it was like the woke est one in history up to that point they got married without a wedding ring. They did not inform their parents and you know back before the wedding they both join something called the Lucy Stone League which was an advocacy group dedicated to fighting for women's right to maintain their maiden name and not change their maiden name after marriage and that is cool intruder their word after their marriage Doris is kept her maiden name when they signed into the hotel where they would spend their wedding night she registered for the room instead of Eddie and she registered under the name Doris Fleischmann. This was the first time any woman had ever done this in American history and like like to give you an idea of where gender relations where at the time multiple major national newspapers reported on the story of a woman signing in for a hotel under shell there were headlines like this bride registered under her maiden name and just independent with exclamation point yeah so that's where we are at this time but you know Eddie Brenes is is in. He and his wife like our fucking trendsetters here that Oh wow I mean talk about multitudes on Mitch. Burnett's friends must've thought he was such a cook. That's funny yeah good for him. That's something that's not nothing. That's nothing and he was you know in the nineteen. Twenties was an advocate of the idea that housewives deserve to be paid by their husbands because he believed they were doing yeah yeah real work and that they ought to be compensated for it and because he and his wife were business partners. Here's he's split the revenue from his agency with his wife evenly so they were equal partners on paper at least so his wife yeah his issue hot sophie their issue hot wait we gotta look them. <hes> yeah we gotta look them up. We got to reduce flash or as Fleischmann women's rights to if she hot I should've said earlier. I don't think ever Bernez hot. His head looks like Cube. I would not call him hot his wife. His beautiful you do what she says cube head so well actually see this is where it gets Kinda fucked up so Jamie friends. Ah It's this is a complicated story okay because everything I've just told you is true. Yeah it leaves out an important aspect of the story which is what Doris Herself Alpha actually wanted so I'm going to quote again from the book. The father of spin quote Doris also was a pioneer for women's rights but winning the right to use her maiden name wasn't one of her proudest achievements Eddie admitted it was he who'd insisted on their joining joining the Lucy Stone League bringing reluctant Doris with me and it was he pushed her to use her maiden name on their wedding night because I had an interfere that marriage though I wanted it fiercely with doors would take away some of my liberties as an individual if there were a mrs added to my name so years later Doris actually would adopt her husband's last name is she'd apparently wanted to do all along. She never it was it was played as this big gesture of an independent woman making a strike for women's rights but she actually really wanted to take Brennan as his name and he wouldn't let her that he so yeah. It's it's fucking complicated right like that's some extreme weird weird shit yeah does sort of ring as like yeah whatever his fears are compounded with the fact that this all got them press every time they would do something. That was a Hashtag feminist win then yeah that is so that's like so many levels of emotional fuck ary where I don't. I'm like I'm just picturing these gas lighting sessions. Are you telling me bad is like you know but like no. I Never Doris God so complicated. The only Folkman is also fucking gig yeah. It's it is the twenties yeah for fifty eight years. Yeah I mean she she she expressed happiness in the relationship. <hes> doors Fleischmann was a legitimate pioneer women's rights. She worked in journalism long before that was common and she was a huge part of her husband's groundbreaking P._r.. Work <hes> but in spite of his insistences that there's was an equal partnership Bernez always focused on the Bernez name in their work in downplayed his wife's involvement in it during the decades where that was a hindrance rather than an asset Doris was expected to maintain their home as well like any housewife of that era but because Eddie was so woke and uncomfortable with the idea of having his wife do housework for him she spent most of her life rushing to and from their home ahead of him to ensure that the house was an order and to also ensure that Eddie didn't see her putting the house in order and Bernez their daughter later said he wanted her to be a feminist outside the house but inside he wanted her to be Victorian wife. Ha Ha that's yeah that's that's still happens. That's like I say solid twenty. Five percent of men who own <hes> like the future is female shirts are like still pieces of shed and like expect to too much <hes> from well good to know good to know. He's the original beware the woke man sort of stereotype who brags about being woke is usually quite dangerous. Who's that guy from? WHO's that guy from oranges? The new black who like wooden shut up about how walkie was for three years and then everyone to stop casting him so he shut the fuck up. He's like that guy someone who that guy is his name was. I'll tell you shirtless. I mean I'll say for my own part. The only thing all brag about is accidentally drunkenly vomiting on people that I'm <music> I'm close to death is I- i- Jamie Emma true hero the true Walkman thank you thank you and and be the true of the person who has a problem moderating reading his intake of intoxicants and his ruined many a shirt from his friends Matt Magori that was that was Mr Woke. I was thinking. Is that the guy yeah the shirtless woke man yeah the God so gross well shirt full woke man an Eddie Brenes. Yeah Oh cube head when Doris died in nineteen eighty a professor named Susan Henry was inspired by the Obituary Edward Brenes wrote about his wife and inspired here to write a book about Doris Fleischmann and several other female L. Pioneers. The book is titled Anonymous in their own names which is solid fucking title professors. Susan Henry reached out to Edward Bernez because he was still alive about writing this book that would feature his wife heavily and he was enthusiastic and his desire fire to help Susan into talk the accomplishments of his deceased wife as Susan Doug more and more though and talk to the Bernez daughters she came to very critical conclusions about Eddie. I'm going to quote from her book now. After visiting him in March I finished in writing a paper about Fleischmann that was accepted for presentation at a national conference. I sent him a copy nervously. Though since the papers theme was his dominance of her at home in the office in her lack of professional recognition once again he surprised me I have no criticisms whatsoever however he wrote to me after reading it except possibly one slight point I had overplayed her invisibility. He thought and not been sufficiently mindful of how their business would have suffered quote. If we had publicized a woman giving advice to men this was not a slight point at all but he was willing to treat needed as if it were and to invite me back so again that's Eddie's justification for why he didn't give his wife the credit in she deserved while they were actually doing the work and waited until decades later when women's rights was invoked. That's certainly spend yeah. He's the data spin big pop spins Jesus now Edward continued to work with Susan on her book in spite of the fact that her work both revealed the great role Doris had played in his innovations which meant less credit for him. This might seem to be somewhat Eddie's credit as a human being and evidence that he was a man capable of seeing his own past flaws and acknowledging them in the harsh light of the historical record but it's worth noting that Edwards own daughter and did not take this charitable few of her father quote when I asked and Bernez why she he thought her father was so helpful even though by telling Fleischmann story I was undermining the sole credit he'd received for their work. She reminded me that one of his favourite phrases was reflected glory. I was showing his good since in choosing her mother. As his partner she explained your flattering clattering him. I later realized at the time of my research added to the flattery in contrast to the anti-feminism of the nineteen fifties that made it a problematic time for Fleischmann to disclose much about her career in a wife as many women so she barely mentioned it the feminism of the nineteen eighties and nineteen nineties made this an excellent time for as to call attention to her career. He was willing to take less credit for their public relations accomplishments if he could take full credit for having been smart enough to marry in form a professional relationship with this remarkable woman so that's that's how Eddie Brenes daughter analyzes everything that went on and it's very interesting. I realize she's an author isn't she. His daughter 'cause I recognize her. I think I read books at some point well. I mean that sounds yeah. That sounds accurate in terms of just like I mean those men are still out there like fair. You know the the fairweather supporter of like when it's I mean this sounds like yeah when it's when he when the world will give you positive positive attention for being a feminist he's a feminist and then when feminism is haute than cool well I and I I would describe him. Yeah I mean he wasn't entirely a fair weather feminist. I gotta give him that like there. Were things that he was very outspoken about before it was populate him insisting that housewives get paid was never a popular like that's still not a popular security. I just I mean just the general like even if it's we don't know how genuine it is but I like the fact that he said like you know. Women shouldn't be forced to where course it's like. That's that's good alike get but then the fact that is he wasn't actually listening to his wife. <hes> kind of really puts a puts. A bad taste in your mouth. Yeah battled Q.. Yeah it's fucking complicated in weird and <hes> <hes> you know why isn't it leaves the bad taste in my intentions Robert why that's one of those things like when we talk about like his his reputation or his record with feminism. There's a lot to criticize. There's a lot to praise. I wouldn't call him a bastard on that. Because I I am a big believer in you have to judge people by the standards of the time and even with all of the words on his story he still better than the average man for that time on that issue well. That's yeah I agree with like there is something to be said for just being influential person <hes> saying something. That's not like popular. What no matter if it's even if it's done for P._R.? Like it can still be helpful to the world <hes> <hes> well. I mean yeah. He just kinda sounds like a like a kind of flip floppy but sort of progress. I don't know you know at the end of the day. Applicators hold a lot of cigarettes and I guess I just don't like and we are going to talk about about the cigarettes next because that's where we really get into Edward Brenes definitely a bastard but before we talk about cigarettes Jamie Loftus yes. Let's talk about the fine products and services that Raytheon provides products and services like the Hellfire missile guidance system which Jamie let me tell you if there's a wedding party in Afghanistan then you WanNa blow up with several dozen pounds of already X. Explosives. There is no missile guidance system better the ones Raytheon makes and love. I'm looking at Raytheon Merch on and boy. Do they have some graphic design yet. My favorite Raytheon shirt is I went to an Afghan wedding and all I got was peppered bird with shrapnel. Their Raytheon add plugs today. They really need the just like to say. I like how it sounds yeah. I'm a Raytheon Stan for sure. 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We're back talking F._E._B.. Ta at Burn Daddy he long legs view daddy long legs he has as many names as like pit bull yeah yeah and in fact <hes> he and pit bull are very closely related. That's that's not true but let's let's see if we can just get that light at takeoff for nays would approve of me well. He only cooler. Would he be perceived as cooler or less cool the does your profile raise if you're related related to Mr Three zero five Mr worldwide people himself I like pit bull <hes> yes I like pit bull and that's my feminism pit bull. Is there anything more feminist than liking pit bull than Mr three or five Mr worldwide. Oh No not at all not at all. It's that is the most feminist one can be exactly when we go to war with Iran we're going to airdrop pit bull into <hes> into ah the country in order to <hes> to lead a women's uprising against the the regime. That's that's how that's going to work yeah. The Revolution will be scored two pit bull and the revolution will of course be sponsored and supported the people that fitful X. Raytheon is I mean after forever twenty one x plants. It's a match made in heaven. We don't know yeah forever twenty one online. I believe it yeah I believe so because that's fucking pit bull branded Hellfire drones. That's that's great. That's a great branding opportunity right there so we're going to talk about Edward Brenes and the mother fucking tobacco industry right and Jamie spoilers when I say motherfucking I mean because his work in tobacco fucked over a lot of mothers thought it was another thing if you know an older woman who died from tobacco it's editor at probably Edward Bernez faults fair because he had a grandma who dropped from lung cancer yeah yeah I mean I didn't like my great aunt. So I guess shout out then then you really can thank Edward. Bernice packets and Edward Bernez ensured that there would be more sweet and low packets by taking her out of the game early so you're welcome Jamie Yeah thank you so much so World War One an was of course a huge boon for the concept of smoking cigarettes prior to the war real men tend to prefer cigars or pipes or if they were baseball players chewing tobacco cigarettes excelled in wartime due to how easily you could smoke them in a trench they became a standard part of military rations and hundreds of thousands of American men returned from Europe with a fun new addiction in Nineteen Twenty eight Edward Endorses P._r.. Firm was contracted by George Washington Hill. The head of the American Tobacco Company Hills goal was to get women to start smoking smoking. The company's biggest brand lucky strikes. Hey that works cracked that market that worked out did it did that. We're yes spoilers. This plan works like fucking gangbusters now at that point only about twelve percents of cigarettes were consumed by women which representative huge surge in lady smoking from like the way things had been in the eighteen nineties but wasn't nearly enough to make Big Tobacco Happy Hill hit upon a brilliant theory since being skinny had just come into folk if he could convince women that cigarettes would help them lose weight he could get them super fucking addicted to tobacco so came up with the slogan on his own <hes> yeah yeah it really does and he'll came up with the slogan reach for a lucky instead of a suite which is a solid slogan. He's a feminist yeah. He's a feminist sectional. A Hill knew that he was going to need the talents of the world's greatest adman to make the slogan work from the father of Spin Yeah. That's Kinda who dropped draper is kind of based on Edward Bernice the whole square head thing yeah except for much better looking although they both do have giant heads they johnny another big head Yeah John I I've seen Jon Hamm. He has a very large Ed <hes> very good-looking guy but huge head. Oh that's isn't that like there's something about humans that are like they find big heads cute and that's why the power puff girls look that way. I'm not I'm not crazy here. I there's there's the same reason we find babies cute because their heads are big for their bodies kittens puppies to all right well. I like a big Cuban so yeah hillhead hillhead this idea for like an ad campaign reach for lucky instead of a sweet and he contracted with Edward Bernez to make the idea work so I'm going to quote again from the father of Spin Bernez launched the campaign against suites with his tried and true tactic of enlisting experts in this case convincing Nicholas Murray photographer friend to ask other photographers and artists to singing the praises of the thin. I have come to the conclusion. Murray wrote that the slender woman who combining suppleness with grace and grace with slenderness over eating sweets and desserts light cigarette as the advertisements say has created a new standard of female loveliness. I'm interested in knowing if my own judgement concurs with that of others should be most happy to have your opinion on the subject magazines and newspapers were also furnished with the latest findings and they get thin trend for fashion editors offers that meant photo after photo of slender Parisian models out couture dresses for news editors testimonials like the one from the former chief of the British Association of Medical Officers of health warning that sweets cost tooth decay and advising the correct way to finish a meal is with fruit coffee and a cigarette the fruit Dr George F Buchen continued hardens the gums and cleans the teeth the coffee stimulates the flow of saliva in the mouth and a mouthwash while finally the cigarette disinfects the mouth and suits the nerves cigarettes are dental. That's I you learn a lot from the twenties by knowing people were told coffee is a mouthwash in cigarettes clears your teeth and we're like all right like I would like to live in that world for like a day. It'd be nice. It's like everyone was living in a cash Asong so yeah. That's psychotic that I mean crazy how I mean making cigarettes look feminine is it's such like an advertising hack job that was so effective but as that was still my mom smoked cigarettes for chicks basically and my dad smote boys cigarettes like my dad did like Winstons and my mom does misty menthol one twenties because they're thin and sexy and there's a rainbow on the carton and that like it's it's it works. I hate it works. It super works. It's the same reason why there's all these like <hes> like where they have. Male pattern baby wipes now yeah like it's an it's God I mean it's like becoming a a little bit like more controversial to still be like arbitrarily `gendering stuff like that but it is crazy. How like how recently was so egregious of just like this was? This is how you know. If you ever want to really fun trip down in advertising rabbit hole look at all of the different handguns that our aim like marketed towards women <hes> like car and stuff like their lady gun ads are it's fucking great guns for like thing mm for Gals is guns for gals cans for Gaza. We got to protect yourself to ladies but look at this pink trigger like it's it's it's less I mean you do see some of that mostly. It's like gals. We know you all went to carry the biggest gun available but you don't WanNa ruin the lining of your yoga pants so like here's yoga pants that are built to carry a gun or here's like a gun. That's designed to go with the contours of feminine like fashion. It's really the pack a piece still look hot still look demere have yeah. It's there's great there are these new things actually like these but there they sell them like war <hes> Walmart and target in war get <hes> but these panic alarms to carry around in case someone tries to attack you in the night but they just like like heart keychains and their advertise with like if you ever need to make a big scene girls this is the accessory to to have an is basically very small Taser. Oh that's amazing yeah. It's beautiful in it. All comes descended from the mind of Eddie Brenes so in his quest to get. It more women smoking. He went directly to hotels restaurants and encourage them to add cigarettes to their desert offerings. He oversaw print ads like this beautiful piece of propaganda. I'm going to have sophie show you <hes> it says on the top well actually Jamie. Let me why don't you why don't you describe that ad for our listeners okay so in a in a Nice Little Sarah Font at the top has to keep a slender figure. No one can deny and then it's <hes> horny looking woman and then reach for a lucky instead of a sweet and and then it says the thing that we all know from the Madman episode which is it's toasted. It's so throat irritation no cough yeah. Oh my God there I mean and they were right. This is such a we're yeah. This and we're these the first advertisements of their kind yeah. This is really the first guy to start pushing this in a big way like obviously food products advertised for women before but not like this no one had thought of taking something that was a mass product and then specifically `gendering it in order to sell more of them to a specific gender yeah like the Bernez is the fucking the king of that he he's he's the real trailblazer there he's using his for evil. Yes exactly the Bernez office sent out a series of suggested menus to restaurants arrange to save you from the dangers of overeating inevitably the after dinner menus advised reach for a cigarette instead of desert Brenes pushed articles that advised wives to hire cabinet makers to add in special cigarette holders next to the flour sugar holders. He sat down with Home Textbook Writers to stress the importance of cigarettes cigarettes and homemaking just as the young inexperienced housewife is cautioned not to let her supplies of sugar or salt or tea or coffee run low social. She be advised that the same holds true of cigarettes. I desperately WanNa House with a cigarette holder built into the cabinets. I will start smoking just to be able to use that. That sounds fucking awesome. I make the way it it's crazy there. Yeah like cigarette use used to be like Kinda given built in it's still kinda built into cars and dislike. It's like <hes> it's if you if you want to know what it was like to grow up in the twenties in America go take a vacation to Serbia because they all still like you'll you'll have waiters walk to your table with a plate food with cigarette in their mouth so fucking crazy. They still smoke that way over there and it's it's amazing why really yeah it really takes you back back. Yeah it's Retro Robert. It's retro and they have a nightmarish rates of cancer but I don't think anyone gives us shit it. Serbia man like they've been through worst. That's the national slogan Yeah Yeah Yeah you notice that the places where like shit has gotten real most recently are the places where no one cares that cigarettes are bad for you like everybody smokes in Iraq and it's like why am I going to give a shit about lung cancer later seen what's going on here now. Jamie have you ever heard the phrase a moment on the lips and in a lifetime on the hips you know you've never heard that I guess okay so for a couple of articles. I wrote years ago. I spent several weeks in pro. Anorexia chatrooms just like listening to the conversations pro anorexia people would have with each other about how to be anorexic better and you run into that quote all of the fucking time it is very common <hes> off off line. which is that's good yeah? That's good yeah yeah. It exists in the same with journal Yes i. I'm glad that I did the same with my eating disorder otherwise it would have been a real problem <hes> or more of a real problem than it was yeah but that phrase a moment on the lips a lifetime of the hips <hes> that anthem of anorexia originates from quote cooked up by Edward Bernez his version of course was a moment in the mouth in ten years years on the hips which I guess is less extreme than with the way the quote a moment in the mouth and ten years on the hips. It's a good line. It's a good line. He got that line published in pieces in the New Yorker. Life and other magazines means right next to cigarette ads now at this moment in the late nineteen twenties most of the resistance to Bernez tactics came from the fact that he was hurting the candy industry not that he was encouraging horrible rates of cancer representatives of the sugar industry in particular were lid which prompted Brenes to respond in a letter that quote a battle carried on fairly in this manner can serve the public presenting both sides of discussable question in bringing the underlying democratic principle of free competition fairly to the front which really really that says a lot about capitalism right there. He's like no. We need a fair discussion. Should you eat a shitload of sugar or should you smoke cigarettes every ten seconds. That's the question right like are both of these things bad. It's just like profitable notable right now. Yeah which poison will sell better is is the question we need to have a free and open discussion about I mean it is crazy to me that he was able to convince people that cigarettes are more fun than eating garbage because I just disagree. It's a great yeah. It's incredible like that isn't achievement right there. I like they're like oh no. This is how you make friends. Oh Okay Yeah. This is how you get into like you ladies smoke strike but assembly of nine hundred twenty eight the first year of Eddie's pro cigarette campaign American Tobacco's revenue grew by thirty two million dollars which thirty two million dollars in nineteen twenty eight money is equivalent to roughly every dollar in two thousand nineteen money most evatt additional sales <hes> came of course from the increase in sales for lucky strikes so this is almost all attributable to Bernez ad campaign and of course Edward Rene has had no issue in capitalizing off of the Women's Liberation Movement to sell cigarettes since cigarette regret smoking came into vogue right around the same time women got the right to vote Bernice tied the two together running ads suggesting that emancipated women ought to smoke cigarettes he took advantage of his famous uncle hiring the cycle analyst Dr Abril who had studied under Sigmund Sigmund Freud and paying him to consult on his Ad Campaign Brill wrote quote. It's perfectly normal for women to want to smoke cigarettes. The emancipation of women has suppressed many of their feminine desires. More women now do the same work as men. Do many women bear no children those those who do bear children have fewer children feminine traits are masked cigarettes which are acquainted with men become torches of freedom. I it makes total sense that this works it makes total sense because wildly successful women can do anything that men do include accidentally killing themselves include include poisoning themselves with tobacco. I Yeah I get it. That's well. I you know you've got me. That's why great on third her dad that line from Dr Brill torches a freedom inspired Edward Bernez to create what some people call the first modern P._R.. Campaign in history that might be overselling a little bit but it was very influential Bernez decided decided that American Tobacco should pick out a handful of stylish young ladies with social cachet. You might call influe- influence yeah yeah. He's that fucking guy so he hires these ladies to show up at the nineteen twenty nine Easter Sunday parade in New York. You work walk around smoking cigarettes flagrantly in public as a protest against women's inequality. He's like ballet's here where smoking cigarettes yeah smoking cigarettes out on the street so his office put out a press press release which they disguised as a message from one of the lady activists organizing the event but was of course actually written by Edward Brune as in his his colleagues from the interest in the interests of equality of the sexes into fight fight another sex taboo I- and other young women will light another torture freedom by smoking cigarettes will strolling on Fifth Avenue Easter Sunday. We're doing this to combat the silly prejudice that the cigarette is suitable for the home the restaurant taxicab the theater Lavi but never never for the sidewalk women smokers in their escorts will stroh from forty eighth street to fifty Fourth Street on Fifth Avenue Between Eleven thirty and one o'clock so they did my mother fucker. This really is juuling for like pro pro-choice justice. That's okay. I'm I'm with the I understand why this yet yeah now. The event received a massive newspaper coverage was one of the biggest stories in the country for days. Even though only ten women actually showed up to March. Here's an example of how a local New York paper covered the event quote. I'M GONNA TRY TO DO my best New York old timey journalist accent here so just as Miss Frederica failing house inconspicuous and a Taylor outfit fit of dot gray pushed away through the jam in front of Saint Patrick Smith Miss Bertha Hunt and six colleagues struck at other blow on behalf of the liberty of women down Fifth Avenue. They strolled puffing cigarettes Miss Hunt issued the following communique from the smoke clouded battlefield. I hope that we have started something and that these torches a freedom with no particular brand favored will smash the discriminatory taboo cigarettes for women and that are sects will go on breaking down all discriminations wow so good yes beautiful. I'm also imagining all the women that are advertising as being forced to act like sexy babies in the way that women and advertising were at this time and still are but in a different way where they're just like who me smoke a cigarette like they're like the sexy the the freaky sexy baby trope that I love Sandwich I could do myself. I think this was more like the boundary breaking provocative flapper girl sort of thing yeah babies well. You can have sex with me. That's the twins I get the I get the idea that they were more <hes> acting like <hes> you know like the stereotype of the feminist college student in that earliest episode of the simpsons where we're homer grabs the candy off that lady <hes>. I think they're acting more like that but that's just the impression I get from like the quotes in the newspapers and stuff. I don't know what voice they said them in. They were all dressed yeah. They're the flapper I mean yeah. The flapper in a cigarette are very entwined so Eddie Secretary Bertha was one of the marchers in the torture of freedom rally. She gave quotes to numerous newspapers and told the New York evening world that she I got the idea for this campaign when a man with her in the street Astra stir to extinguish your cigarette is it embarrassed him. I talked it over with my friends and we decided it was high time something was done about the situation Bertha denied being associated with any ad firm or agency and interviews which was of course patently false because she worked directly Edward Brenes. The torch is a freedom campaign was an influential moment p._r.. History Bernez would intrigue fashion go onto massively over sell the impacted had on national smoking habits later academic work suggests that it alone was not responsible. Oh for making women feel okay with smoking cigarettes but it's pretty much beyond debate to say that Bernez overall impact on the tobacco industry was enormous and groundbreaking before Edward Bernez women who smoked racine is whores trump's in criminals after Edward fucking everybody smoked wbt observing the change he had wrought later in life Edward wrote age-old customs. I learned could be broken down by dramatic appeal disseminated by network of the media which is true yeah. It's hard to quantify the exact cost in public health Bernez tobacco tobacco marketing innovation. I found nineteen ninety nine article in the British Medical Journal that credited Bernez with a formative role in marketing tobacco with two women and noted quote the World Health Organization estimates that the number of women's smoking will trip almost triple over the next generation to more than five hundred uttered million World Health Organization nineteen ninety nine of these more than two hundred million will die prematurely from smoking related diseases so sizable body count that he's a part of here feminist icon label at this point. It's definitely a feminist icon but I think we can agree that. ICON is not an inherently positive term definitely had an impact on the lives of women. That's my spin very impeccable and women's history I gotTa let's say to be fair. Contributing to two hundred million smoking deaths via marketing would not necessarily make burn as a bastard because you have to consider someone's actions based on what they in the medical community knew about cigarettes at the time like if I sell my listeners belts in twenty years later scientists realized that belts 'cause aggressive waste cancer. It's not your I can't be blamed for that but if Sophie had handed me right before reading that ad pieces of a study that suggested that belts might cause aggressive aggressive waste cancer then I covered that study up then I would be a bastard your <hes> so this leads me to the question what precisely did Eddie Brenes know about the health consequences of smoking in the twenties and thirties well for one thing. It's worth noting that unlike Don Draper Edward Brunet's did not smoke tobacco himself. He hated the taste and ironically preferred chocolates now I this guy's yet not comfortable smoking himself <hes> for another thing Edward as head to bribe medical experts to Brag about the supposed health benefits of smoking. It was obvious even to people in the twenties that cigarettes were bad for your throat. People got smoker's cough then as they do now to combat this obvious fact of reality Brenes created the Tobacco Society for Voice Culture whose goal was to improve the cords of the throat through cigarette smoking that the public will be able to express itself in songs of praise or more easily to swallow anything societies ultimate goal was to provide what they called hold a smoking teacher for every singer. Now you could argue that Brenes didn't have much data on the health effect of cigarettes but again it was obvious to people that you know cigarettes had held harmful effects on your throat and Brunette spent a lot of his career finding ways to get people to deny this evidence of their senses one way he did this was by finding ways. You could market specific products in a way that seem to encourage public health when he was hired by Crema cigars to improve their image he suggested they launch an anti spitting campaign and basically focus on improving moving hygiene through stopping people from spitting to cover up the fact that cigarettes are obviously bad for your health by the Early Nineteen Thirties a scientific study revealed that he rabbit exposed to tobacco for three years had developed a carcinoma. The study restated for the first time that tobacco had cancer producing properties now. This is in the nineteen thirties about sixty years before this information is common knowledge. How few people how long has he been pushing cigarettes or is this pre him pushing cigarettes well? This is as well he's pushing cigarettes. He starts pushing cigarettes in the late twenties but this is like he becomes aware of this data in the middle of his time in the tobacco industry and in May of Nineteen thirty-three he attached an abstract of the study to a letter he sent to one of American Tobacco's executives executives he wrote as you will see certain of the material and these articles is unfavorable to tobacco however I do not feel that there is anything immediate to be done. I feel that serious attention should be given the problem with having ready a strong offensive in case the press should give prominence to the recurring the articles which I note from time to time on the relationship of smoking and Carcinoma. I believe that the American Tobacco Company in the tobacco interest generally should be fully prepared with authentic information if as when the need for such information occurs so Edward Brenes knows that cigarettes are associated with cancer and his first step when he becomes aware of that is to send warning to the company hiring him that they should have a counter-offensive ready in case newspapers pick up the story okay so he's fully batch to me yeah. He's he's he's fully a bastard and further evidence of that is that he was deeply concerned about the health impact smoking would have on his wife doors. She was a pack day smoker and Eddie needled her about her habit until she quit their oldest daughter. Doris later recalled to author Larry Tie he used to hide my mother's cigarettes and make us hide the cigarettes. He didn't think they were good for mother. His daughter an added he'd pull them all out and just snap them like bones just snap them in half and throw them in the toilet. He hated her smoking hus- Oh okay Edward Brenes while he is getting America hooked on cigarettes is committed to stopping his wife from smoking because he knows they're going to kill her and he loves his wife. Okay so yeah this I mean this is like basic game of thrones logic check of just like if the person is not willing to drink their own wine do not purchase that wine you goof is it's poison. <hes> <hes> all right well. He's bad just started watching game of thrones. Didn't you Jamie I sorry watching the throne around game you did there. You did watch the Throne Games smart <hes> Yep Yep Yep Yep. It's a good show it's fine what I like. <hes> I like the guy his says the things yeah anyway so that's that's part one of our story. Oh yeah the guy with the hairs Kinda hot as hell. I mean Jamie Lancaster who boy let's. Let's just say I would like that. Torture Freedom does it really actually ty into to the context of that was used but one fire fire. That's what I do. That's how I flirt collapse fire YEP YEP YEP YEP YEP so <hes> that's part one <hes> I think we should all be clear on Hebron as as a bastard now he got America hooked on cigarettes after he knew that they were killing people so there we go. How do you feel after this after this episode about our unheralded founding father Edward Brenes as he seems more complicated than your average bastard I I hate is he? Is I hate when the bastards do something good every once in a while. It makes my life harder. Yeah rationalize really complicated. Yes not got your Hitler or your Saddam <hes> yeah because he does do some good stuff he has he clearly has some good impulses behind him to also he always gets people hooked on cigarettes when he no. It's GonNa Call Give Them Cancer classically cartoon villain yeah. This is a challenging one. I'm stressed out by this while you're going to be even more stressed out in part to because in part to we're going to talk about how Edward Bernez popularized Bacon inspired the Nazis and helped launch catch a brutal civil war in Guatemala Venice. Oh okay great quite a career this fellow hat along why he lived for fucking ever yeah he really would not die like your wife dies. In nineteen eighty. Take the hint Eddie but no hence are not something Edward Bernez takes I wish she he smoked yeah. So do I well Jamie. Do you have any applicable to plug. I yeah let me plug he on. Let's see I can listen to the Bechtel casts my podcast with Caitlin Dante every Thursday <hes> you can follow me on twitter. Jamie locked his help or if you live in the U._K.. Albeit Edinburgh Fringe Festival <hes> all August and you can find me on twitter at I right okay you can find this podcast on the Internet. Find the the bathroom DOT COM. We'll we'll have all these sources for this episode including the one of the book the father of spent which is really good balance work at Bryn as although he comes to a bit more positive of inclusion on the guy we are in this episode and You you can find us on twitter instagram at Bastards pod by t shirts T. public bastards you can also by our brand and Raytheon gear including a guidance system to your own missiles. If you WANNA build missile yourself but have you know raytheon equipment launches into say an apartment building <hes> we all do we all do that's why Raytheon supposed to be good sponsor of this podcast so everybody has good day go out into the world and Remembers Raytheon Company Motto Fuck It. We make money either way. Elevate your network decades of pioneering television broadcast once and never seen again. There was nothing else like this on early television generation of American musicians completely forgotten. There hasn't been a guess.