How Consumer Propaganda Changed America
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- Опубліковано 1 тра 2024
- Dive into the compelling world of Edward Bernays with Epic Economics, the creators behind Economics Explained! Unearth how the father of PR engineered modern consumerism, and set the stage for an era of overconsumption and planned obsolescence.
From his audacious role in boosting production in the auto industry, to the birth of President Wilson's propaganda initiatives and the legendary "Torches of Freedom" campaign, Bernays' influence stretches further than you can imagine.
Get ready to be fascinated by our exploration of the notorious "Green Ball" event and its role in shaping our insatiable appetite for the new. Discover the connections between Bernays' work, the Great Depression, and the advent of a consumerist society.
Powered by riveting narratives, expert insights, and captivating archival footage, this documentary will challenge your understanding of our consumption-driven world. Ready for the ride?
Like, share, and subscribe for more epic economic adventures from our team.
#EdwardBernays #Consumerism #EpicEconomics #EconomicsExplained #Overproduction #PlannedObsolescence #Propaganda #MarketingHistory
Welcome to #EpicEconomics, your UA-cam portal into the captivating realm of economics, finance, and economic history, brought to you by the team at Economics Explained. Here, we combine education with entertainment, breaking down complex systems, unfolding the pages of economic history, and unmasking the scandals that rocked the finance world.
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Timecodes
0:00 Torches of Freedom
2:24 It All Starts Here
4:14 The Paris Peace Conference
5:23 Part I: The Need To Desire
6:38 Fear Of Overproduction
10:50 Part II: Let's Go Shopping
11:18 The Tricks That Saved US Cars
13:26 The American Breakfast is a Lie
15:30 Clothes Clothes Clothes
17:04 The Green Ball
21:00 A Rather Abrupt Ending
23:32 Next Time On Epic Economics
You guys are the best fans ever! Part TWO IS OUT!
ua-cam.com/video/YBDU_MWsD98/v-deo.html
I am subbed now. Can't wait.
Just watched part one! Excellent!
I mean, God forbid you ONLY ever "bought what you needed"
Love of money and power is sin
Do you know Jesus Christ can set you free from sins and save you from hell today
Jesus Christ is the only hope in this world no other gods will lead you to heaven
There is no security or hope with out Jesus Christ in this world come and repent of all sins today
Today is the day of salvation come to the loving savior Today repent and do not go to hell
Come to Jesus Christ today
Jesus Christ is only way to heaven
Repent and follow him today seek his heart Jesus Christ can fill the emptiness he can fill the void
Heaven and hell is real cone to the loving savior today
Today is the day of salvation tomorrow might be to late come to the loving savior today
Romans 6.23
For the wages of sin is death; but the gift of God is eternal life through Jesus Christ our Lord.
John 3:16-21
16 For God so loved the world, that he gave his only begotten Son, that whosoever believeth in him should not perish, but have everlasting life. 17 For God sent not his Son into the world to condemn the world; but that the world through him might be saved. 18 He that believeth on him is not condemned: but he that believeth not is condemned already, because he hath not believed in the name of the only begotten Son of God. 19 And this is the condemnation, that light is come into the world, and men loved darkness rather than light, because their deeds were evil. 20 For every one that doeth evil hateth the light, neither cometh to the light, lest his deeds should be reproved. 21 But he that doeth truth cometh to the light, that his deeds may be made manifest, that they are wrought in God.
Mark 1.15
15 And saying, The time is fulfilled, and the kingdom of God is at hand: repent ye, and believe the gospel.
2 Peter 3:9
The Lord is not slack concerning his promise, as some men count slackness; but is longsuffering to us-ward, not willing that any should perish, but that all should come to repentance.
Hebrews 11:6
6 But without faith it is impossible to please him: for he that cometh to God must believe that he is, and that he is a rewarder of them that diligently seek him.
Jesus
When is part 2
Buy things you don't want with money you don't have to impress people you don't like. That's the great American Dream.
Yes😊😊😊
I think it should say: People you don't know😁
well put
That's Christmas for me!
To each their own or do what thou wilt. We all have the freedom of choice. The true beauty of the human being.
There’s a reason why you are taught nothing about money, business, taxes, investing and where your taxes go to in school. You are made ignorant so you become a consumer, taxpayer and debtor
They did in my school, learned about this guy in both freshman psychology and economics.
@@User-54631a public school?
Even if so, it’s definitely the outlier not the standard.
Did you go to a private school?@@User-54631
It sure seems that way. It always puzzled me why I was never taught how to balance a checkbook. With all the useless stuff in high school they missed basic life skills like how to manage your money.
@@latetotheparty184 they didn’t miss it, they avoided it, public education is designed by corporate benefactors specifically to make you a good worker, and consumer.
We are in a depressing cycle that only serves to elevate a few by putting down the many.
What is really sad about all this consumerism is that so many parents work hard so they can buy their kids nice things - but the best and most important thing to spend on children is TIME! Forget the gadgets - spend time having fun and getting to know your kids.
Then the kids bitch bout how they didn’t have this or that. People will always complain.
@@User-54631 My kids had a (very modest) allowance from about age six and I always replied to any "I want" with "so save up and get it." They also used that money to pay for things they broke, etc. People will always complain, and they definitely complained about having to put up with their siblings sometimes, but my kids rarely complained about not having this or that.
They also learned early on to enjoy what they had, and, since they were all at some point into some video game system or particular computer or some other electronic gadget, it was easy to teach them the concept of "let someone else pay production costs on the latest cool thing; wait until the price drops before you kick out the cash," because as they saved up for something, the price would go down. As adults, they all understand that life is a lot cheaper if you don't follow the crowd -- or if you just wait for the crowd to pass on before you buy. When they do spend big money on something, it's on something they've picked out that fits with their lifestyle and they end up wearing or using for years, rather than paying for something fashion or marketing has picked out for them that loses its cachet within a few months.
Although I think it's easier in some subgroups, and perhaps some parts of the country, than in others. My impression is that much of the midwest is less consumerist than the East Coast cities, for example. But even in big cities there are groups that are more resistant to consumerism than that city's average. It's a lot tougher to resist consumerism if all your friends judge you for not playing that game.
@@User-54631. I find kids complain less when they are given the “ why “ of things.
Once they are old enough to comprehend of course.
I explained why we did or didn’t do things and even though they may not have liked it or agreed, they understood that our decisions ( even if a mistake sometimes) were always out of love for them.
@@User-54631 I taught my children that only foolish people allow a brand to use their butt as a free billboard at twice the price one could buy the same article for. Saved myself beaucoup bucks! 🥰
For some parents, it's because they believe they could not afford to spend time with their children.
I swear this goes deeper than consumerism. The advertisers and marketers have done so much damage to society. Think about it. You don't need marketing to drink water, eat food, find shelter. They have made us believe we need things we never have.
Even deeper than that. Propaganda is used everyday through the media. They direct us in whatever direction they want us to go. All precisely orchestrated. Corps and govt own the media. Censorship keeps “thought” in-line.
Look at what happened over the past few years. You weren’t allowed to question anything! You were a threat- to democracy, to grandma, to yourself. If you can’t question something, it’s propaganda.
Like my ancestors I don't need tv
There used to be a catalog who's slogan was 'things you didn't know existed, but can't live without' 😯
Louis Rossmans channel describes the NEW greed.
@@johnmoyer5515everyone should go at least one day a week with no cell phone and no TV. Turn your phone off and leave the TV off.. You will feel better I promise
It's sad how many poor people are enthralled by celebrity and consumerism while their communities fall apart...
It's by design brother.
Gotta preparttge cattle for their new role. Hard to get us to be subservient eerfs if the drop in quality of life is too fast and if bread and circuses are not offer as a soma for the masses.
What’s sad is how they have $ for vices but cry poverty cus they don’t have $ for rent.
an individual has the capacity to be a consumer, or even a celebrity, and see meaningful changes toward goals set in those directions. fixing their community is pretty much impossible, and a person's efforts may make zero impact. it is a rational assessment of one's own power.
@@improvisedsurvival5967 who are these people, and why are you more upset at them than the rich people who hoard multiple homes and drive prices up in cities all around the world?
It's culture. Poor people are the ones who benefit most from religion and the idea of modest living.
When you realize and accept that what you own does not define you then you are free.
This is true. No matter how hard u try to please people they still going to say something against u.
Good luck getting those material status symbols to love you back!
@@JoseLopez-tk4tqI don’t need them to love me back; I just need them to never talk back, like these mouthy kids do. 😂
I studied psychology and finance in college and Edward Bernays is a legend in both fields. Not for good reasons, he's more infamous than anything else, but I'll never forget the marketing class professor who asked us 'Why do we care about what brands we buy?' As a way to introduce Bernays to the class. Then I headed on over to my psych classes, and wouldn't you know it... Guess who we're talking about today after Freud... That's right, his nephew Edward Bernays. I instantly made the connection and all my questions about TV ads, 1-800 numbers and all the rest of it made so much sense to me. Needless to say, I've been frugal my entire life and plan on being so until I die because I just find no joy in buying things. It stresses me out to have to go grocery shopping and I need those to survive lol, imagine buying stuff I don't need.
good call its the Bernay's of this world that screwed us all up.
So what would you do when you should hunt to eat? It's harder than buying
@@fatemad4012 it is, I just suck it up and buy what I need but never more. It's just not something that brings me joy in any way
haha, I feel like I've been ahead of you - but not because I knew who Bernays was...
rather I've been too anti-social and living like a hermit or recluse to bother spending money on frivolities.
@@ericmayrhofer2841they praise their God during the day and dance with the devil at night. Hypocrites.
Glad to see that someone is actually documenting these events accurately and in an entertaining and consumable manor. I studied pr and propaganda as an undergrad and I always felt like people would be better off if this stuff was common knowledge.
Others have and are. The more the better. Cooperation vs compassion. The latter was designed to feed division and it still does.
@@jmc8076Compassion? Designed? To divide? Are you mad?
@@iExploder He must be a Republican.
Studied the same- naively thought everyone knew what I knew- unfortunately that’s not the case- it’s a bit depressing to say the least to be witnessing the consequences of “propaganda versus true values and unbiased education”
Don't consume the manor in such a manner.
My favorite quotation from Bernays “The best way to predict the future is to create it”
Wonderful
Wait, wasn’t that Bill Gates. 🤔
Just like Anthony Fauci “predicted “ a virus would appear during the Trump era. It did in 2020 because several years before, he engineered it in China. He even took out a patent on it and the means to treat it. You can’t do that with something that is a natural occurring phenomenon.
@@emzee586Dr. Fauci also.
He’s such a d-bag. 😂 I love it.
And now we've entered the era where even if you don't desire a new object before you've fully consumed the current one, the object will simply break far sooner than it should have. Planned obsolescence will be looked back upon as something so ludicrous that future generations will feel ashamed of us for allowing it.
If you heard about what Samsung and Motorola was doing in Mexico recently it looks like forced obsolescence is next. Basically Samsung and Motorola were bricking peoples phones if they bought them from Asia for use in Mexico. They displayed messages of getting a new phone from official channels in Mexico holding the users data hostage.
A byproduct of technological progress. Only Luddites will mourn.
Future generations ?
Planned obsolescence doesn't mean that all products on the market are poor quality. I wear socks with 2 years guarantee. Initial cost seems to be very high but they last for much longer then 2 years. Choose wisely.
@@onlyoneofhiskind What's the name?
I became rich when I lost my desire for consumer goods. Money needs to be an abstraction, not the means to satisfy an emotional need. I had to grow old to do this. Wish I had the control to learn this as a young man. Taxes, regulations and consumerism enslave us. The government is complicit with this scam; ever wonder why the government limits the amount of pre-tax income you can contribute to retirement funds?
that’s spot on 👏🏽
I am 63 yet old woman. I stayed on the farm and shunned the glitzbait. Never looked back.😊
Well said!!!Never b😊ought into the social madness. Still on my farm at 63. Good clean life.Content.
You are right. Housing, healthcare, education, and peace are consumer goods in the USA, rather than human rights such in other developed countries.
This is why I laugh when people tell us that the media and the government doesn’t lie to us 😂
If you ignorant enough to be so imprecise with language, you probably can’t recognize advertising when you see it. How sad.
@@elizabethclaiborne6461but the statement was precise regardless if you don't agree with it.
What about industry?
@@elizabethclaiborne6461 the irony of spelling something incorrectly while scolding someone on precise language.... lmao!!😂😂
The video makes it pretty clear that corporations are the source of the problem, not government.
My parents grew up in the depression with nothing. As a consequence, my family lived frugally. We didn't have a television until the mid- late 60s so we didn't grow up being bombarded with tv commercials. To this day, i am frugal and believe more in having good friends and family, sharing food and drinks and fun times... Rather than redecorating the house and wasting money on crap we don't even need.
I'm a gen Y guy, but I had much older parents, my father was from tail end of great generation and grew up in poverty migrated to US for better life like so many others.
We are the same Karla!
I’m guessing it was 1961 when we purchased a tv. We were among the first in our circle to have one, so we were considered “rich”. I believe my frugality is a result of my father being frugal, not having anything to do with having or not having a television. My son’s father was pretty much a spendthrift, but thankfully he got his spending habits from me, also in spite of the fact that we had television and my ex kept it on most waking hours. My son lives with me now and although we own a television, it is not even plugged in and hasn’t been for years
Me too. My parents lived frugally, and hubby and I raised our 3 frugally, so my parents and my husband and I have been able to pass down inheritance. My 3 kids and grandkids are sitting comfortably while not spending on frivolous stuff, well except for my one university professor son, lol.
What if yoour house has plaster falling off the walls, and you can't really afford to redecorate it though? 😏 (That's not fun, I can assure you!)
Perfume commercials is the peak of selling through emotion
I learned about him in my sociology class and was shocked I hadn’t learned about him before. Such a trip that he’s freud’s nephew and used that information for capitalistic gain. If it wouldn’t have been him, it would’ve been someone else I’m sure
It kinda reminds me of the ancient Greeks where they had debates and were using logic to prove their point. Eventually they realized that sometimes phrasing alone could win one over and thus we got rhetorics
Also i think that the theories on pro capitalist in the beginning for a long time stated capitalism is good because everyone can make free rational decisions, so it works out best in general for society. I think that kinda hindered on the idea that people could be manipulated into purchases
to people who 'enjoyed' this, I recommend The Century of the Self, a documentary by Adam Curtis, which also mentions Bernays' infamous con.... and takes the story a lot further, and deeper. the doco is close to 4 hours. there are several manifestations of it here.
This video is quite literally a summary of Century of the Self. I'm sure there are substantial quotes from the documentary uncited here.
@@Triarchic Ayn Rand's books about the "virtue of selfishness" remain best sellers, especially bought by American "Conservatives" or right wing.
@hewitc thanks. I just added that to my Amazon list.
@@ShamileII Don't bother. Ayn Rand's books are mainly popular with adolescents because of the idealistic, unrealistic values she proposes (but personally never lived by). Atlas Shrugged is almost entirely unreadable. There are ridiculously long run on sentences (they go on for pages). They sould like someone on speed.
This consumerism will one day consume us ! Defining ourselves with the material we collected means when we lose those materials, we loose ourselves
Thats why you only belief in G-d, it desolves all these other worries and with an absolute guidebook included that knew all about what is happening these days like in revelations 13:16.
It is showing up today with people in many richer countries choosing consumerism over have a family/children and therefore population falling (not counting immigration).
@@NorthWindAfrican May our Lord are saviour deliver us, incompetent fools to the light and truth
@@johnl.7754 Immigration is not the answer of the long run , it is short term fix taken short sighted leaders . Some hard steps are needed like food security and de-urbanisation to reduce the cost of living, so people can have children. What we need to have now is a more bare bones but fulfilling lifestyle
Things do wear out. So you do have to consume sometimes. But trading in your car every 5 years is dumb. Buy new and drive for 20 years. If you maintain and don’t abuse it and buy a good make and model you will be without a car payment for 14 years. You can save a lot of $ in 14 years.
I have known about BERNAYS for years but no one would listen to me. My mother died from lung cancer when I was 13 even though I begged her to stop smoking. After her death I found her diary and it had an entry “Smoked three liberty torches today”
Damn
I knew too. But, nobody I told paid attention.
I moved to the Philippines a few weeks ago to escape the violence in the US. It is much more peaceful here but propaganda is here too. I am 74 and just want to finish my life in peace. @@Adennative
Me and you both@@johncaro2485
My mom was very liberal and a feminist ( I’m neither)
She always smoked and died an early death due to lung and heart issues.
I wonder if this is one of the reasons she started. Hmmm….
It's been about 20 years since I stopped watching television, and I rarely listen to the radio.
I can't do a newspaper crossword puzzle and I don't have any connections to consumerism anymore.
I only eat when I get hungry, which might be once or twice a week. I eat what I want when I want it, but most of my calories come from juices, nutritional shakes and handfuls of nuts.
Most of my friends are single like me. They own their homes and get the same amount of money I do. Some of them even get much more than me, but they're always broke by the second or third week of the month.
They go to the food bank every month. I only eat what I buy.
They wear cheap cotton clothes. I wear linen, wool, cashmere, and alpaca.
They wear cheap shoes. I have custom boots.
None of them have anywhere near as many dogs, cats, and chickens as I do to feed; but it's hard for me to spend my whole disability check in a month.
My friends don't seem like drug addicts, but I don't understand where all their money goes?
The less money you need, the richer you are.
No connection to consumerism lol but you're on UA-cam bragging about your boots compared to your friends, your conspicuous frugality is still conspicuous consumerism. Do you grow 100% of your own food and smith your own knives, generate your own fuel for energy? None of us do. I would say very very few people can make the claim that they have no ties left, but I can relate that the powerlessness we feel could cause us to seek escapes from our insecure feelings by making such bold claims. I do this: I'm part of a system, what can I change today, rather than dogging my neighbor's choice? Cheers
Now we all should understand why men in the city buy $90K 4-wheel drive trucks that never leave the road.
Pavement princesses lol
Some people might call it a fraud, some people call it a lie,
But here in the business world we call it "Marketing"
And all what we care is the money
i call it jewish
@@dragonstalk86That's anti-Semitic. Not anti-Zionist, because you are talking about Jews generally.
No one is being forced to spend their money.
I call it Deception!
@@dragonstalk86👎👎👎
My folks were Boomers, but thankfully my grandparents had the Great Depression fresh enough in their minds to not encourage reckless spending. Even though they were both lawyers, we lived quite frugally. My dad didn't get a new car until his old one was quite literally falling apart. Didn't get a TV until the mid 90s.
I can relate. My parents were immigrants, and grew up during a war. We wasted nothing! And also lived quite frugally compared to my peers. We never bought anything new. Consumerism is just awful, soul rotting. I have friends that just shop online as a hobby!
My dad was born in 1942, mom in 1943. Their parents all grew up in the depression All 4 of my grandparents were very frugal. Even my paternal grandmother(whose parents came from what is now Ukraine did very well in the US and her father was never unemployed. ) was very frugal. Due to the overall culture around them. Not to mention the desperate poverty where her parents came from in a forgotten corner of the AustroHungarian Empire .
My grandma would keep sugar and other sweetener packets from restaurants. She used every bit of leftovers and you had to eat what you put on your plate.
My parents got married in 1968 and never purchased a brand new car until 2020. Because"once your drive it off the lot it depreciates 20% . And my dad would not finance,he paid outright.
Now an entry level cheap car is over $20k . And a moderately equiped SUV is 60-70k
@@catl1783 What's so had about consumerism? I love buying new things. Honestly, I think that this anti-consumerist talk has its roots in Marxist ideology. Marxist says that people should only have what they need. Are you a Marxist?
@@lobos320 thank you. My Dad was born in 1928 grew up extremely poor. However, with hard work and determine he went from a laborer in a steel mill to management when he retired. His brother, my uncle went to college and became an investment banker and encouraged my Dad to save.
When Dad, was in his sixties he bought a small company and enjoyed buying for his family. Even as a working adult, he would ask me how many miles I had on my car. If I had to many according to him, he would take me to the dealership and buy a new one. He bought cars for his grandkids, helped them buy houses.He didn't believe in credit cards or making payments. When he passed away, he left my mom a very nice nest egg and the house and land that I live on to this day. Although,he spoiled me, he also taught me a very strong work ethic and to fight for what I want in life.
Nothing wrong with spending money,if you have it and enjoying your life.,
Based.
This reminds me of the story of how kale, which pretty much a high oxalate weed, became a ‘super food’.
Being in the work force age 16- i was " sold" that Lunch is a must. Once I started working for myself I realized that I could get home earlier skipping lunch. Back in the old days people ate when food was available. Im told they sometimes went days without eating. Some people died during the Winter being undernourished.
We are past the 'food is a scarcity' phase, generally. But it still is a scarcity
My mom falls for all of this, spending and spending and then spending more to redo everything in her house over and over again, buying stuff she doesn't need, all to impress people who wouldn't even give her the time of day if they absolutely didn't have to. She's probably pissed away about a hundred grand over the last 30 years and she's always crying poor mouth. It's pathetic .
Wow….. I can seriously and sadly relate to you….. It’s pretty bad isn’t it…?? Despite my own responsibility, my parents have utterly screwed over their future generations…. Or made it VERY hard at the least… I myself am struggling to cease being angrily bitter against everyone who have invented this, and who have bought the lie and been self deceived… It’s crazy to be awake today….
Is that all? ;) I understand the frustrations! My stepmom has spent over half a mil in just under the 3 years since my dad passed away on the same crap. It really is a sickness.
It's only my business because I'm the one who has to release it to her. Best wishes with your mom. There's no hope over here unfortunately.
Maybe if your mom was able to find contentment in her family and not materialistic things you’d all be better off
So many people have fallen to this. So so so many. Even is cynics who think we r above have fallen to it:)
@@joonsantini Yes.😔 Our poor grandparents bought the lie that being “poor” was bad… So bad enough they gave their children up to be the most spoiled, rotten, entitlement driven people in the world… it’s spoiled them to the point of ruin… Now, to me and my wife, poor means get smarter at working, not weaker with our self gratifying pleasures…
It's planned obsolescence, not "obsolence." Obsolescence means something is obsolete, no longer useful or valuable.
I’m glad someone else was actually listening
Thank you, can’t believe more folks didn’t catch this
Planned obsolescence is entirely FALSE. On the internet I see a lot of guys with cars and trucks that are good, strong, definitely road worthy and in fine shape. These cars and trucks were manufactured in the early Nineties and some as far back as the Sixties! The reason is because these owners TOOK THE TIME TO READ THE OWNERS MANUAL and as the years went by they made sure that their vehicles were CONSTANTLY up to dare with oil and filter changes, wheel alignments, brakes and tune ups. They were also very careful in the operation of their motor vehicle---not like so many people who ignored all these responsibilities of motor vehicle ownership and as soon as their car has a major breakdown then these people accuse that as planned obsolescence.---P.S. Correction--'up to date with oil and filter-----'
This flaw diminishes the perception of the subject. The content is very well presented except for this.
Once you discipline yourself to live a needs based life, and have a few things for hobbies you will be happy, and financially secure.
The ultimate irony? This video is monetized and displays the very type of ads it warns against.
Unfortunately unavoidable in our current economy, this guy needs to eat and there’s only one way, outside of growing your own food which most people can’t do.
@@logans3365so we need consumerism why are you against it?
@@fatemad4012 who said I’m against it?
@@fatemad4012 EXACTLY!!!
@@fatemad4012Watching Ads is Not consumerism ... Not having the Ability to make Discreet Purchases is Consumerism .
Thank you for this. This is one of those rare videos that just gives one a massive leap forward in understanding reality.
agreed. this is mind blowing
Very educational and eye-opening video.
Feels like we being told what's outside the cave
The Century of the Self
This doesn’t only apply to consumerism- the techniques are used to create political moments and get people to vote and behave any which way-while thinking that they are making a sovereign choice- behavioral engineering is what Ed B called propaganda and what the military calls psychological operations (classified as a weapon of mass destruction).
"I am become death, the destroyer of worlds."
One man said it, but it applies to many.
Bernays v. Oppenheimer influence debate in the comments? hmmmm...🤔🤔👀👀
both were jewish
The mistranslation by Oppenheimer of the quote “I am Time at full measure, destroyer of worlds” is from the Bhagavad-Gītā which dates to the second half of the first millennium BCE. In 1785 it became the first Sanskrit text translated and published in English. Though, in essence, both mean the same as time = death, Oppenheimer is the first person of notoriety to misquote the Bhagavad-Gītā.
That's from the vedic texts. All the elites have read this.
Part 2. Please talk about what Bernayes did in Cuba with the Banana growers. One of the most wickedly and corrupt stories I have heard.
Can you explain it here?
The West wanted unrest in Cuba. So, they hired Bernard’s to stage an uprising in Cuba. Photos surfaced in the Western news of Cuban ( banana growers) but it was stage to seem a lot of Cubans had a problem with their government. After, problem started to appear and in the end more than 100,000 of Cubans lost their lives. Bernard’s staged the whole thing to appear there was a problem. Gaslighting @@fatemad4012 There is a documentary about it.
Or Guatemala
Today is Christmas Day. I sent cards to 3 family members. Did not buy one gift. My wife and I are united in this. No tree in the house, no gifts for each other, no decorations outside the house. Consumerism is a psychological hook in the mouths of the American human fish population. Watch the movie "They Live" with Roddy Piper. The underlying theme is consumer control over the masses. The one gift that we give ourselves is retirement savings that we "purchase" all year long with each and every paycheck.
Really smart!
@Fido-vm9zi Smart not to spend frivolous- I love the Christmas lights tho'. Lighting up the nights during the darkest days of the year helps the mood, too.
Advertising has us chasing cars and clothes, working jobs we hate so we can buy shit we don't need. We buy things we don't need with money we don't have to impress people we don't like, and die while in debt with the banks to do it. This is how the things we own end up owning us.
You sound bitter.
If just a few over half of mindless consumers stopped buying what they're selling, society would transform overnight. I was raised with frugality partly of necessity and partly from having grandparents who went through the crash of '29. It's served me well all these years.
@@donnavorce8856The reality is that the system would collapse, because it is like a pathological cancer. It has to grow infinitely or it dies.
Spending money we don't have and can't get, to buy things we don't need and don't want, to impress people we don't know and wouldn't like, who won't know and wouldn't care.
Paraphrasing fight club, nice
The most amazing of all this is how Freud was the inspiration for his nephew that put all his ideas into practice. Talk about generational knowledge being passed down and refined! Those must have been some interesting interactions.
And get this! Despite Freud not being very fond of Americans, Europe was imploding economically, and Freud his nephew in need of some valuable US dollars. Bernays, secured him a profitable publishing deal using his PR prowess. Bernays then applied these same propaganda techniques to popularize Freud's book, cleverly promoting Freud's genius while highlighting his most controversial ideas. This sparked debate, inadvertently boosting Bernays' reputation. It was only after setting Freud's star high in America that Bernays could reap the benefits of 'being Freud's nephew'.
Even now, we’re seeing that interaction of fields evolve. While not the most direct connection, I would say this was a big part in the development of behavioral economics as a field
They are really good at manipulating the cattle with their illusion magic arent they?
Double nephew...
So propaganda wasn't invented by the Nazis?
My mom told us all this as kids 50 yrs ago.
Wow, I never knew any of this. It really does seem so intrinsic to everything we do today… “breakfast is the most important meal of the day”… So wild to hear about it.
I *need* part 2 of this! Please make it!
American consumer culture has conquered the world via corporations who basically run governments. What fascinates me is how prohibition came to be at the same time and in the process shut down the fifth largest industry in the country from 1920 to 1933. American protestantism was another huge influence and it would be interesting to know how it's evangelical qualities were maybe turned to the worship of consumerism. Certainly in Catholic Spain where I live, the idea of banning red wine would never have got off the ground.
The basis was already there in the prosperity gospel that permeates American protestanism and was exported elsewhere, and then back at times.
@@cericat Prosperity gospel is the opposite of what Jesus taught.
@@rzella8022 I am painfully well aware of that, I was raised Catholic (and we have our own BS history involving money). Doesn't change the fact it's become a depressingly dominant mindset in modern protestant sects.
The birth of the Protestant work ethic was born out of the Industrial Revolution and the need for peasants to leave the land and become factory workers. The factories were so miserable and all consuming, that they came up with the idea of sacrificing your life to nothing but toil, sobriety and worship, earned you a good spot in the afterlife.
Whereas the Catholics don’t mind so much if you enjoy life, so long as you apologise for it on Sunday. Where you can have a sip of wine to take the edge off.
Very different mentality.
@@tonedowne Interesting. I was definitely a product of the Protestant work ethic until I moved to Spain, where every day is Saint's day, and the ethos is different. It doesn't mean that people are particularly religious though. Apparently England was much the same before the Reformation.
"Sell them their dreams, a radio announcer urged a convention of salesmen in 1923. Sell them what they longed for and hoped for and almost despaired of having.......They buy hope--hope of what your merchandise will do for them. Sell them this hope and you won't have to worry about selling them goods."
William R Leach-- Land of Desire: Merchants, Power, and the Rise of a New American Culture
7:57. Paul Mazur's words, omg, this hit me hard in the most basic way! I immediately thought of our constant shovelling of leftovers into the fridge, only to just go out and eat somewhere else, and toss out the leftovers.
Same goes with other food we buy and put into the fridge, and throw out and replace with new food, when all the while the food was still good, maybe just not as fresh.
FRESH! Oh my. That word alone.
I'm a dietitian and found the portion of your video regarding propaganda in the food industry to be a bit lacking. While I know it wasn't the sole focus of your video, to anyone who wants a more wellrounded view of what happened to our food industry you can read my book Eat Right, Die Anyway (cheaper if you purchase the ebook) or Marion Nestle's book Food Politics, which is older but still relevant to today's issues. It's much more complex than one capitalist. Many more of the problems occurred due to governement over reach of power.
Farmers continue to eat large breakfasts. They do some very early chores and then come in to eat. Many construction workers eat a large breakfast for a morning break, if they have time. A large breakfast is very helpful to people engaged in physical labor.
Really need part two, please. This is a great homeschooling topic.
Jacques Ellul "Propaganda," Marshal McLuhan "Understanding Media," and Guy Debord/The Situationists. For youtube, check out Adam Curtis' long documentary delving more into this: The Century of the Self.
This video answered a long held question I had: why do people say that America has no rich cultural history? Because it’s all constructed and didn’t develop naturally. The so called American breakfast was a product of marketing, as were so many other facets of American life.
What's difficult as a younger single man is when the dating pool you have to choose from is mostly compromised of consumerists. I wonder how many potential successful relationships have been thwarted by someone over valuing a more luxurious lifestyle. At the expense of meeting someone with less money but more wisdom, life experience, emotional intelligence and motivation to always want to improve themselves.
Most men make enough to cover needs, but that's never enough. The first few questions anyone asks a recently married woman is "what does he do for a living?" and "how big is your ring?" We've essentially reduced people down to the degree in which they can consume that's above what's necessary.
"We have"? You do realize that people have been striving for riches for the entirely of civilization, right? Peasants in ancient times wanted to be rich (consumers). The wealthy have always been seen as special and superior to the inferior "poor people." This consumerist thing isn't new.
Unfortunately, it's not just young men faced with this paradox. But the point stands.
I once heard women use a phrase regarding men, "no bills, no thrills".
Maybe that can be a screening tool; if she's too obviously consumerist, no second date.
What women truly need is to feel safe. The amount of money that brings safety is important, anything extra is an option. From all women in my circle, the most miserable one is the one who chose her partner based on $.
What Bernayes did wasn’t “advertising”. It was lies and manipulation. He was one of the most evil and destructive men in America!
Isn't lies, manipulation, propaganda, advertising, and clever Marketing all one and the same, namely BS (Bull S--t).
@@milycome There is an honest and ethical way to advertise. However it isn’t often practiced.
People don’t have to fall for manipulation. If you have a product that is working for you no one is forcing you to buy a another. Cookware comes to mind. Cast iron skillet will out last any Teflon skillet. People are using 120 year old frying pans. Buy rugged once and call it that.
hey cool it with the anti-semitic comments
@@dragonstalk86 Sorry.
I better be careful so I’m not saddled with astronomical debt, drowned in media/entertainment degeneracy, or sent to a desert hell-hole to fight foreign wars that have nothing to do with my country.
If only my wife would stop shopping for 15 minutes so she could watch this!!!
That's what my husband said...lol.
She’s feeling disconnected. She’s getting her dopamine hit from buying.
You married her. Is this a recent change in her behavior?
Im now ready to somehow find Edward Bernays in every third video I watch from now on.
Finally, an explanation as to why everyone in the south has a giant truck as a commuter car...😂
Full of guns
Northern CA too
That's the whole country. The truck is the most popular and best selling vehicle in American history
Nothing wrong with be comfortable. Same can be said for all those electric cars that are not environmentally friendly like they are pushing.
Finally a explanation of how our society has so radically shifted due to outside influence through lies and deception.
#early life history
T. Veblen is one of my few personal heroes. His "Theory of the Leisure Class" is perhaps one of the most important books one can read, even today, especially today.
Working 60 hrs a week so you can have a bmw is hardly a leisure life . This is why bmws are supposed to be for people who have the $ not to be a slave for one
We are ALL slaves to consumption. Most for survival, some to impress. Now retired, I worked to live freely, my neighbors, the Joneses, be damned. Many today work overtime just to get by, unfortunately.@@improvisedsurvival5967
im checking it out seems like a good book and i was thriving for one so thanks
Whatever you do, do not give up: it is a difficult read, but very rewarding. I especially enjoy Veblen's take on the priestly class.@@VillainBeats999
Luxury beliefs.
These facts are nothing new to me, but this doc certainly brought the message home. The amount of influence from these people of the tribe cannot be overstated. Today, we worry about climate change and the damage done to nature with our habits of over-consumption. We can thank Edward Bernays for cursing American society (and the rest of the world as a result).
This insane hyper-consumption reaches a crescendo every year starting with Red Thursday, Black Friday, the wknd, Cyber Monday and all through December to Xmas. A culture of spending and buying that has grown exponentially year after year. We should (and can) be buying only what we need, making the best of what we already have, and still live a life that is fulfilling and purposeful, but that is a tall order for the hypnotized masses. That's how social engineering works, people. And the saddest part; collectively we are practically incapable of stopping it.
How have I never heard of this guy?! Thank you for this!
Planned obsolescence. Obsolence is not a word.
This video is filled with malapropisms - almost feels like nobody proofread the script
Selective Dyslexia is the new ‘Green.’🙄
It is now.
Why competition works
Explain please
Making a living on controlling the minds of people must run in this family tree. Never heard of this guy. Thanks for taking the time to educate the public on such mind games for profit.
Edward Bernays great grandfather Isaac was a Talmudic Rabbi of high stature. Sigmund and Martha Freud also had Talmudic Rabbi's in their ancestry. Karl Marx's grandfather Mordecai was also a very influential Talmudic Rabbi (as was Karl's uncle), and the Marx family had 7 generations of Talmudic Rabbi's than can be linked to Rashi himself. Of course, one of the tenets of the Babylonian Talmud is the allowed and even encouraged use of deception against the "goy" (using it against a fellow Jew is forbidden), and there are some religious scholars who assess that the Babylonian Talmud is an essential "how-to" book to destroy Christianity, something that some scholars say links back to the original Pharisees that Jesus kicked out of the temple (hence the animosity). To be fair, this is not a uniform opinion by religious scholars, although it is one held by many of them.
I'm not here to say what's true or what's not true, but regardless of one's beliefs, there's no denying that so many influential psychologists, propaganda masters, powerful financiers, marketing moguls, and leftist political theorists being descended from Talmudic Rabbi's sure is statistically noteworthy. It's also noteworthy how many Christian monarchies and Christian countries have been overtaken or attempted to be overtaken by far left atheistic political movements over the last 400 years, political movements whose primary leaders and/or financial backers were also descendants of Talmudic Rabbi's. Even today the 2,000 year old schism and hated rivalry between Judaism and Christianity can be seen, especially in regards to the Eastern Orthodox Christians of Russia and Ukraine and their hundreds of years conflicts with the London based Jewish leaders and influencers of the British Empire and later their proxy government in the United States, which they pretty much co-opted during the Wilson administration of Edward House/Bernard Baruch and have kept a foothold of ever since. Of course, to be fair, many Christian nations and kingdoms have expelled the Jewish populations of their nations in grand expulsions, and some believe there were brutal pogroms levied against them. One side says it's because of hate and "anti-semitism", the other side says it was actions to protect their nations Christian's and traditional ways from internationalist s , corruption, deviant perversions, alcoholism and degeneracy, and financial usury. In the end, it's up for people to make their own mind up. Most likely, both sides have legitimate beefs and it just keeps going along.
Well done. Bravo. @@jackprecip5389
Reminds me of a certain "medicine" the entire world was just manipulated into taking...
I'd say that I'm mostly immune to consumerism, but then I realize that when I go food shopping, I invariably come home with items I didn't intend to buy. Some may be things I don't actually need, and occasionally they're things I don't even really want. But they beckoned to me from the supermarket shelves, and I succumbed. I can be stampeded into buying what's on sale in the weekly flyer, and then, two years later, I find them in my freezer or in my canned goods cabinet. The local food pantry gets frequent donations from me!
That is no accident. Bernays research was a forerunner of what can be described as "industrial psychology." Product placement, label colors , packaging, etc., is by design to entice you at a subconscious level. That's why you go out to just get milk and come home with impulse items.
If they did a movie of Bernays’ life, it should be Tony Shaloub in the role.
nice one, this is mind blowing. Every country which participated in globalization experienced consumerism and modified cultures. Bernays influence still applies today and going strong, affects economies, politics, the environment, families, relationships.🤯
What about the person who invented Sex
@@jimyardon5262 Mam, that's to old thing to dwell. Maybe few hundred thousand years.
Very good. While the information isn't shocking, nor surprising; awareness of influence peddlers in our midst is always sobering.
The Hidden Persuaders is an amazing book. I suggest everyone read it and look at what’s happening today.
Very well explained, really appreciate the time and work you put into this! My goal now is to break free of American propaganda...
power to ya
Great! If you achieve your goals, we can all be in soup lines! No consumerism? N. Korea here we come.
@@rogerdodger8415"uUgghhhh, Socialism=More Government Stuff, More Government Stuff=Bad, Fox told me"
@@overlordbrandon Ughh hard work brings stuff. Stuff bring good life. Good life bring happy and secure family. Happy and secure family bring less socialism. Owl told me.
Obviously radio and tv and (sadly) now the internet only exist to sell products. A wise person once said to me that every voice you hear outside your family and close friends is trying to sell you something. I've found that to be nearly true all the time. I'm selling you something - an instant way out of being a mindless consumer. Cheers
Informative but this puts way too much emphasis on Bernays as some kind of devious mastermind rather than on the companies who hired him to help them increase their profits. I think what people should take away from this is that there's no such thing as a "free" market, as market winners will always acquire more power to shape the market to their benefit.
Yeah if he wasn’t there, someone else would have figured it out eventually.
Because the drive for increased profit and returns is insatiable.
Perhaps you should read his book Propaganda. He worked for government agencies, as well. “The conscious and intelligent manipulation of the organized habits and opinions of the masses is an important element in democratic society. Those who manipulate this unseen mechanism of society constitute an invisible government which is the true ruling power of our country.” Edward Bernays
@@kellydoyle The state is an extension of business interests. That being said, the government can sometimes be beneficial in regulating the worst behaviors of businesses.
@@St_Fish That’s what it is, it not what it’s for. The state is supposed to be the counter balance for business interests. It exists to serve the people, and is the only big power capable of doing so.
The fact that it has been corrupted is a human tragedy.
I’m curious to see who can watch this video then admit they got conned to take an experimental vac-seen during 2020. Big pharma has captured healthcare
Everyone who watched this would enjoy “the century of the self,” I’m assuming the author watched it as well but it takes a much more in-depth look at this topic. Great breakdown thank you!
As a business owner and investor, this is a fantastic video! I had to learn this stuff in college back in the day. Now it's here for everyone!
One of the biggest marketing lies is that a mortgage is "good debt" lol It's debt period!
In Indian culture women are seen as embodiment of Laxmi, goddess of wealth. She runs the economic engine of the society. Without women we will not have commerce as we know.
That's right, but I don't want to be blamed for this nightmare. Using a person's nature against them is evil.
Edward Bernays was born in Vienna to a Jewish family. His mother, Anna (1858-1955), was Sigmund Freud's sister, and his father Eli (1860-1921) was the brother of Freud's wife, Martha Bernays; their grandfather, Isaac Bernays, was the chief rabbi of Hamburg and a relative of the poet Heinrich Heine
It’s always one of them.. cannot ignore the pattern
It's always the same group of people. Europa: The Last Battle.
They do these things to us.
I’m not the only one who noticed then
why its always Jews when it comes to most influental persons and they have such a small population for example Jesus, Albert Einstein, Oppenheimer even Muhammed had Jewish roots
Fun fact. I had a teacher in 1990 that made ALL of his students write a paper arguing how women should not be able to smoke in public. Also, he did drivers ed -- would fall asleep while driving while 'Proud to Be American' played on repeat on his tape player.
THIS must be the curriculum for every Marketing 101 class globally. Any student who then chooses to carry on with Marketing gets a psychopath test to ensure they are biologically capable of ethical behavior.
This is “The Century of The Self” an exceptional 4 part miniseries
I always wondered how/why we always have “a color of the year/season”.
Who makes that rule?
Black or anything darker than black.
One of the best videos that has popped on my feed in a very long time. Thanks!
Good video, the one vehicle that defies planned obsolescence is the Toyota forerunner. It’s built simple and good and it lasts and they charge a ton of money for it, it is definitely overpriced, but it’s one of the vehicles that is not a piece of crap and will fall apart as you’re driving it off the lot.
Starting in the early 1970's, pretty much everything Japan makes is top notch.
The American car companies learned that worn upholstery would make people believe they needed a new car. Of course “while you wait reupholstery” companies popped up all over America. Bench seats were easy.
And you can work on it easily!
I bought a 2007 nissan xterra for 3500 hundred dollars 4 years ago. I have had nissans before i know theyre awesome, always reliable. When i bought it the xterra had 183,00 miles on it. Now it has 270,000 miles. I need a 4 wheel drive in buffalo ny area. 270,000 miles good luck getting that with a 40 thousand dollar dodge ram to look like a tough guy !!!
Yep. No reason to ever buy a non-Japanese vehicle. I had my 2004 Honda Civic for 19 years. I only had to get rid of it because the body was rusting out. The engine could have kept going forever!
I studied the Psychology side of communication in college and people have no idea how they are manipulate.
What book you recommend?
Well done! The lifestyle philosophy that is “consumerism” is absolutely evil. I believe in free markets, but you must guard yourself from endless desire. Gluttony will destroy you!
after working in advertising, the biggest take away from trying to tell ppl the truth is, ppl are much easier to trick than convince theyve been tricked
Why what happened if you tell the truth to people?
"youre just being cynical, this is a real organic thing" --- virtually *nothing* that reaches mass broadcast makes it there organically@@fatemad4012
I don't know about city folk, but the people I grew up with were still eating large breakfasts into the seventies. Either bacon or sausage fried in a skillet, then fry your eggs in the grease, then make gravy with that same grease to pour over homemade biscuits.
My old man could barely afford me a Hot Wheels car. My kids were ass-deep in Chinese-made cheap toys and I was there for it, hell yes.
Evil doesn't have a leg to stand on without stupid people buying in
Don't worry everyone has a weakness.
Not stupid people, but people with desires that have been allowed to grow into dark and damaging forces.
This was very well done!
Youve done a top notch job explaining both the origin of Consumerism, & all the complicated moving parts that led up to the nightmare we're living now, unfettered capitalism and gluttonous consumerism.
two differing definitions of planned
ob•so•le•cence. a)out of style,tho
typically still in working order, b)
falls apart,breaks down &or rusts
much sooner than consumer
predicts
I mean, eggs and bacon as breakfast, and fashion trends, existed a century or two before this guy, I feel that you're giving him too much credit here. (Should I even bring up cigarette cases?)
tobacco was the leading cash crop for the usa for around a century. bring back eggs and bacon over the processed sugar and probably see people getting healthier
Can't wait for the next part. As a 'consumer' I am hooked!
"Shut up and take my money!"
You way you present this man pretty much makes him seem like the most influential man in contemporary history. Also, I'm convinced this man build a time machine to travel back in time to the early 1900s and he watched Man Men religiously before doing so
"Bearnaise's uncle was Hollandaise" was a solid missed opportunity.
It’s so sad 😞 our culture is not good we don’t have anything to create solidarity here other than our shared obsession w the rich & w shopping
We were supposed to have the constitution.
The commercial I watched during this video declared, “Your road to happiness begins with a Chevy.” Quite a promise! It’s that easy to be happy!
Imagine realising that as a car company, your AdSense is sponsoring a video that shows how car companies manipulate consumers into buying cars they don't need.....lol
That Green Ball idea is almost unbelievable...What a mastermind (regardless of his intentions)
The emerald city came to mind. I wonder if there is any connection.
Thank you for putting this together! What an eye opening message! This video will help a lot of people to think first before buying wants. ❤🙏
Aside from that one typo this is absolutely a perfect video in every sense. The cadence, the narrators voice, the graphics and the content. Should be required viewing. I would subscribe 10 times if I could. Thank you! If only learning at school could be this informative and engaging.
If you're talking about obsolescence being written with a U instead of an O, I think the mispronunciation of the word was way worse.
Represtented at 20:44? There also was the questionable choice of using "What pursued..." when he meant "What followed ..." towards the end.
@@williamhansen9456 also avarege
@@briansmith9439 ensued
And I'd like a correct pronunciation of "obsolescence". Pronouncing it "obsolence" made me feel sick.
plot twist this video was also Bernay's work
In the 60s my grandmother would not smoke on the street. She would only smoke in cars and restaurants with her kids.
This reminds me of The Easy away to Quit Smoking (which completely worked for me, btw). One of the central ideas in the book is that you’ve been conned into smoking at so many levels in so many important ways that your brain can’t even detect it. I actually never thought this was evening happening with BREAKFAST. I think I’ll go ahead and reverse brainwash myself but watching this video another 100 times.
'Smoking makes me cool.'
Smoking makes you a sucker. That cigarette might as well be a CEOs cock.
'I'll kick your a$$!'
FIGHT! FIGHT! FIGHT! FIGHT!
Speaking as an American millennial, his legacy seems to be waning overall, as younger generations tend to be more aware of the dangers of consumerism and seek more sustainable models.
Typically, youthful consumerism is more participatory in the information economy than in actual tangible resources (though how much of this is changing values, and how much of this is increasing poverty in youth, is hard to say)
That's why Apple and Samsung (the biggest producer of Android phones) is still around in a big way.
That's also my design.
Material abundance has its limits but in order to continue to hold social, economic and political sway over the plebs. The illusion magicians have found an infinite money hack in the form of digitization of human desire for consumption.
I bet you typed this on an Apple product
@@simonk5571 i typed this on a very broken android. I don't have the money for luxury devices, I get the cheapest phone I can find every 2-3 years. I don't have a car or a computer, though I'd rather have both.
Your weird strawman is invalid.
@@hieronymusbutts7349 you are still wealthy compared to youths of the past
My parents were immigrants, and grew up during a war. We wasted nothing! And also lived quite frugally compared to my peers. We never bought anything new. Consumerism is just awful, soul rotting. I have friends that just shop online as a hobby! I have one friend that just buys new underwear if she doesn't' have any clean. She must have about a thousand pair, lol.
That’s pathetic about the underwear
Well, beats buying used underwear. You have to admit that.
My degree is Social and Behavioural Sciences, and I've known about Bernays for years--but you really went in a solid deep dive. I always wondered why bacon (thin, mostly fat) is such a thing here, and a lot of other things explained by your work.
The video is not correct, bacon is a thing here because it has been a part of the traditional English breakfast for a very long time. Bacon, eggs, toast, and there they always add tomato, either a slice or two fresh, or one tinned. The English breakfast is famous, and I'm puzzled that the creator of this video has apparently never heard of it. We began as an English colony, after all.
@@simonestreeter1518 Agreed. Bacon can be a very good choice - its calorie to protein ratio can be very high, its cheap and it tastes great. Something people have known for centuries before Bernays came along. Good example of why one is better off ignoring social and behavioural "scientists".
Ha! Yes, exactly. @@AndrewDibb-ro3uz
He didn't invent beacon n eggs but he marketed it aggressively as bacon company hired him.
This sounds like the voice of Miles Teller. Or maybe it’s just me. Either way great video and very insightful to watch this type of content, with great edits makes it entertaining to watch
Truly an important lesson in history.
Also explains why growing up in the sixties my dad would only buy ford cars. Every one he bought eventually ended up being handed down to my brother and I in our teenage years they lasted that long. My brother as a first time driver did wreck our 10year old fair lane, but then he inherited the galaxy which he had for several years. I got a used maverick then the pinto both of them lasted for years.
Ford was the original Toyota in many ways. Reliability, good engineering, and even the production methods and just-in-time.
"handed down to I?"
Now i know how one of my longest time friend has become so skilled in marketing technics (which i jokingly refer to as "jedi mind tricks") and now i'm scaried more then ever. This Freud's nephew practically created all our frenetically living. Working hard, working longer, working more to make more money in order to buy more goods etc etc. For sure technology improvements and discovery have helped mankind....but at what price i ask myself.....😐. This videos should be mandatory school subjects. Thanks for your incredible work 👍
This is a great video. Which is why you should always check the pronunciation of any word you're not familiar with to prevent mishaps like 'obselence' vs the correct way- 'obsolescence'.