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J A S O N Y A L E Email: JYALE2@ILLINOIS.EDU
Third year Advertising Student looking for a Public Relations, Advertisng or Marketing Internship.
University of Illinois, Urbana-Champaign, Illinois B.S. Advertsing, Major G.P.A.: 4.0/4.0 Graduation: May 2010 Technical Coursework Statistics • Public Relations Marketing • Macro and Micro Economics Popular Culture
Intern, Mid-America Development Partners Oakbrook, IL Created Advertisements for the Company Put together marketing packages on all active properties (over 25) Worked with the leasing team to determine proper marketing techniques May 2008-August 2008
Account Manager, CFX Marketing Northbrook, IL Fall 2007- Present Brought in new accounts. Run all of our collegiate accounts in Champaign Determined pricing, deadlines, and found new distributors for Champaign accounts.
Intern, Canopy Club Update webpages Update marketing materials Helped redesign their Street team Urbana, IL Fall 2007- Present
HONORS & ACTIVITIES
Sigma Alpha Lamda Honor and Leadership Society National Scholars Honor Society, Magna Cum Laude Rho Epsilon, Real Estate Club Green Street Records, a student run record label • Deans List • Intramural Sports • Marketing Chair, Alpha Epsilon Pi
Letters of Recommendation
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Jason Yale Edward L. Bernays Life History Edward L. Bernays was born to Jewish parents on November 22, 1891 in Vienna, Austria. Shortly after he was born, Young Edward moved to the United States and was raised on American soil. Edward spent his first birthday on a boat traveling to the United States. Bernays was the nephew of prominent psychologist Sigmund Freud and Freud would go on to influence Edward a great deal (Scribner, 2001). During vacations Bernays and Freud would go on long walks discussing various topics. Bernays would remember these times always and he would look to them for guidance. Bernays would go on to use many of his uncle’s psychoanalytic techniques while working on various public relations campaigns. Family was an important part of Edward’s life and he used his familial resources well. Bernays enrolled in the Agricultural College of Cornell University after attending public schools in New York. Edward’s father had hopes that his son would one day join him on the grain exchange, but by the time of Edward's graduation from Cornell in 1912 he had decided to pursue a career as a journalist. Since Bernays had no interest in working on a farm, he worked hard developing his skills in communications, promotion, and marketing. Edward’s first public relations job after college occurred when he met Richard Bennet and then his promotional skills would begin to shine. Bennet was trying to raise money to produce a play on the dangers of venereal disease. Bernays enlisted many big names to raise money for the play and this play specifically would be “hailed as a valuable contribution to public awareness” (Gale, 1998). “Damaged Goods”, the play, became a huge success and would lead Bernays to a career in a brand new field of public relations. Many describe Edward Bernays as the “Father of Public Relations” for this work. Edward would work as a publicist from 1913 to 1917 for theatrical productions and he promoted the appearances of musical artists and ballet companies. When the United States entered World War I Bernays offered his services to the United States’ government's Committee on Public Information. In this position he would work with George Creel in order to gain the public’s support for the war.
Bernays had become one with the art of promotion and public relations. He was even able to incorporate his getting married, to Doris E. Fleischman, into a public relations campaign for a hotel. Bernays had his “bride sign the register at the Waldorf-Astoria Hotel using her maiden name” (Scribner, 2001). This resulted in headlines and a major story helping his client, the Waldorf, by giving the hotel a great deal of publicity. Scribner claims it also contributed to helping the women’s movement for gender equality (2001). His work for the women’s rights movement would lead him to work with the United States Government later in his career. Bernays would go on to have two daughters, Anne and Doris, with his wife. After many years helping performers, politicians, authors, and anyone who could pay for his help he retired in 1962. He and Doris, his wife, moved to Cambridge, Massachusetts to be closer to their daughters and their families. Bernays never fully retired from the business as he would continue to advise his public and corporate clients through his 30 plus years of “retirement”. Edward L. Bernays passed away on March 9, 1995, at the age of 103 years old, at his home in Cambridge.
Bernays’ Tactics Bernays was known not only as the “Father of Public Relations” but also as the “Father of Spin”. One of Bernays’s techniques was to set up front organizations to advance, while disguising, the interests of his clients. An example of a time he did this was during his first campaign for Richard Bennet’s play. Bernays organized a group called the "Medical Review of Reviews Sociological Fund," for Bennet, “inviting prominent doctors and members of the social elite to join” (Rampton, 2008). The organization's mission statement stated the group was to fight venereal disease by educating the public about it. Lucky Strikes cigarettes was another company who hired Edward Bernays in the hopes that he would help drive their sales. Bernays was able to do this for them in a multi-pronged attack. First he started a front organization and invited many of the times big names to join. Next he had “Expert Testimonials” done explaining how cigarettes aid digestion and ease throat pain (Rampton, 2008). While Bernays was working on this campaign, it was socially unacceptable for women to smoke. In order to reverse this thought process he told the press that during a parade in New York City a group of young models would “light the torches of liberty”.
This took the publics perception of this stunt off of the tobacco company and put it on women’s rights. This was extremely successful as many newspapers would write headline stories and editorials about the stunt for many weeks following the event. This spectacular act also helped in causing women to begin purchasing (and smoking) cigarettes and it was all because Bernays linked smoking to the women’s rights movement. Bernays was known to work with the United States government besides just private companies like the American Tobacco Company, maker of Lucky Strikes. There were also times when he was able to combine the two and do work where he was able to benefit two or more clients at once. One example of this is when he used his propaganda skills to benefit the United States government and the United Fruit Company (Kinzer, 2006). Led by Sam Zemurray, the United Fruit Company hired Bernays to gain the American publics approval for the downfall of the Guatemalan government. Once hired, Bernays then published articles in leading newspapers and magazines in the United States, attempting to weaken the image of the Guatemalan democratically elected president. With the American public’s newfound disgust in the Guatemalan government, the United States government was then able to step in and assist in the overthrow of the shaky president (Kinzer, 2006). Through Bernays’ brilliant propaganda work, he had satisfied his client and his own government simultaneously. Bernays continued to work for the United Fruit Company for a huge sum of 100,000 dollars a year. Ultimately, his involvement (which he did not regret) resulted in decades of tyranny in Guatemala and the deaths of thousands (Tye, 1999).
Scholarly Opinions on Bernays Bernays’ career delineated what propaganda was and just how powerful it could become. He defined what public relations could entail and became the “father of spin.” His belief in propaganda being a tool of the business, Public Relations, and the government and his belief in the art of promotion became widespread. Soon every company searched for their very own Edward Bernays. He could paint any good man as evil and any honest man a liar. He was even able to break the ice with the ever so serious President Coolidge. Bernays was able to get a newspaper to have a headline claiming someone had made the President laugh. His over-top-top portrayals of individuals became widely known yet still remained highly influential. Bernays’ contributions cannot be denied, however many scholars are quick to point out how unlikable Bernays was. His narcissistic personality resulted in many enemies, especially when he published himself as the “America’s No.1 Publicist” (Stauber and Rampton, 1999). Bernays, from a young age was reported to be money-hungry and he was insistent upon becoming wealthy. His utopian societal view resulted in him being viewed as “undemocratic,” then again; he never intended to be fair. Many other public relation workers felt that his ridiculous, dramatized stories directly influenced the leaders in society in a negative fashion. He was a savvy character and was able to incorporate his Uncle Sigmund’s theories in an attempt to manipulate the masses. Even though his “manipulation of the masses” theory was disproved since it was found not to be an essential part of a democratic society. Bernays may not have been the most popular figure in the field of Public Relations but, his imprint on developing ways of communicating with the masses cannot be denied.
Jason Yale Bibliography "Edward L. Bernays.”The Scribner Encyclopedia of American Lives, Volume 4: 1994-1996. Charles Scribner's Sons, 2001. Reproduced in Biography Resource Center. Farmington Hills, Mich.: Gale, 2008. http:// galenet.galegroup.com.proxy2.library.uiuc.edu/servlet/BioRC Kinzer, S. (2006). Overthrow: America's century of regime change from Haiti to Iraq. Retrieved 10/3, 2008, from http://www.thirdworldtraveler.com/American_Empire/Stinker_OSK.html Rampton, S. (2008). Front Groups: A History. Retrieved 10/6, 2008, Stauber, J., & Rampton, S. (1999). The father of spin: Edward L. Bernays & the Birth of PR. Retrieved 10/2. http://www.prwatch.org/prwissues/1999Q2/bernays.html STEAD, D. (1998), “Wagging the Dog: The Early Years”. The New York Times,