And Bernays' statement is most definitively true, and has been true for decades. Product placement or not, if there is one definitive way of reaching millions and billions (depending on the film) of people worldwide in almost every continent in the world, it is through film. And whether we like it or not, these ideas often shape our behavior, whether in simply trends of clothing or drinks due to it being seen in the film, or even in how men or women may behave around the opposite sex due to ideas they have seen in films like Gone With The Wind or any Julia Roberts or Hugh Grant movie, Bernays is correct in that films, through propaganda, have the power to shape and influence the world's cultures.

Propaganda seen in film today is an interesting topic to discuss. For, I do not believe that movies are made today solely to feature certain products so that moviemakers can say "buy this now." There are more politics involved than to simply narrow it down to that. Studios need money in order to finance films. Distribution companies need money in order to distribute. Coca-Cola needs people to buy Coke. Plain and simple. So, if Coke says that it will pay Dreamworks millions if they will have an actor use a can of Coke instead of another brand, and Sony needs millions in order to finance the next Steven Spielberg film, then the perks seem rather tempting. Im not saying that propaganda isnt in films, for it certainly is. I simply do not believe that most times it is the fault of the filmmaker and productions companies. I think that it does, and always has, been the doing of companies that need propaganda in order to keep their products thriving. It just happens to benefit the film industry. Granted, there are filmmakers like Michael Moore and there are documentaries made solely to influence the viewing public. If propaganda exists in films and filmmakers, it lies not in product placement, but in what the filmmaker is trying to say in his film. If a character is compared to Jesus Christ in image, or if a war movie comes out, one must ask "how does the filmmaker feel and what is he or she trying to say in this film?" Therein lies the propaganda.

There may be some truth in Bernays' statement about the power of motion pictures. However, today perhaps they can't be called "the greatest carrier of propaganda" so much as "a major" carrier. In 1928, television had not been invented yet and the internet wasn't even a twinkle in the eye of technology. Today, t.v. is a major source for learning our social cues with programming targeted to audiences as young as babies (literally). The internet also has a major influence on our perceptions of society.

Movies and Propaganda

I agree with Bernays. Movies are a driving force in our society. They have so much potential to reach so many people. Movies are not usually considered or associated with propaganda, but in many ways they can be. Think of Michael Moore's numerous documentaries.... perfect examples of propaganda, at its best (or worst), depending on your views. Also, more and more movies and products are utilizing "product placement", as seen in CastAway with Tom Hanks. People flock to see these films, and they often don't even realize the advertising and propaganda they are being exposed to. Also, the movie industry is all about making money...as most industries are. They want the public to be interested in their film, therefore they will tailor it to popular interests, ideas, etc. that are prevalent in society at that time.

Picture Shows

Bernays statement towards motion pictures is true now more than ever. Back in 1928 when he stated this, he probably did not realize how almost 80 years later his idea would still be correct. When you go into a movie theater, all that is around you are advertisements. You see Coca-Cola and Pepsi signs everywhere along with the posters for other movies that are not out yet. When you sit down in your seat to watch the movie, the previews for upcoming movies are made to stick in your mind so that when they come out, you'll remember you wanted to see it. Oh, and please let's go so far as to discuss a movie such as any recent James Bond film where all he drives are BMW's or the new Ford sports car. It's all about product placement. Movies are a great tool to use to reach the masses. Millions of people go see movies as soon as they come out in theaters. If your movie has an important message or you would like to change the audience's opinion about a situation, what better way to do it than a movie. A motion picture lasts forever. As far as exaggerating broad popular tendencies, movies these days are all starting have the same layout. I agree with one of the other posts for this topic that ever since 9/11 there has been an increase in the war movies that have come out. Currently, it does not seem like there are any new ideas floating around towards movies. They either all are a love story and have a happy ending or they are about war in the middle east. It has become a repetitive cycle and needs to be broken.