Re: Fluoride's acceptance, 1940's - 1950's, Bernays

http://www.lewrockwell.com/rothbard/rothbard85.html


"...The mobilization, the national clamor for fluoridation, and the stamping of opponents with the right-wing kook image, was all generated by the public relations man hired by Oscar Ewing to direct the drive. For Ewing hired none other than Edward L. Bernays, the man with the dubious honor of being called the "father of public relations." Bernays, the nephew of Sigmund Freud, was called "The Original Spin Doctor" in an admiring article in the Washington Post on the occasion of the old manipulator's 100th birthday in late 1991. The fact that right-wing groups such as the John Birch Society correctly called fluoridation "creeping socialism" and blamed Soviet Communism as the source of the fluoridation campaign (no, not Bolsheviks, guys: but a Menshevik-State Capitalist alliance, see below) was used by the Bernaysians to discredit all the opposition.

As a retrospective scientific article pointed out about the fluoridation movement, one of its widely distributed dossiers listed opponents of fluoridation "in alphabetical order reputable scientists, convicted felons, food faddists, scientific organizations, and the Ku Klux Klan." (Bette Hileman, "Fluoridation of Water," Chemical and Engineering News 66 [August 1, 1988], p. 37; quoted in Griffiths, p. 63) In his 1928 book Propaganda, Bernays laid bare the devices he would use: Speaking of the "mechanism which controls the public mind," which people like himself could manipulate, Bernays added that "Those who manipulate the unseen mechanism of society constitute an invisible government which is the true ruling power of our country...our minds are molded, our tastes formed, our ideas suggested, largely by men we have never heard of..." And the process of manipulating leaders of groups, "either with or without their conscious cooperation," will "automatically influence" the members of such groups.

In describing his practices as PR man for Beech-Nut Bacon, Bernays tells how he would suggest to physicians to say publicly that "it is wholesome to eat bacon." For, Bernays added, he "knows as a mathematical certainty that large numbers of persons will follow the advice of their doctors because he (the PR man) understands the psychological relationship of dependence of men on their physicians." (Edward L. Bernays, Propaganda [New York: Liveright, 1928], pp. 9, 18, 49, 53. Quoted in Griffiths, p.63) Add "dentists" to the equation, and substitute "fluoride" for "bacon," and we have the essence of the Bernays propaganda campaign.

Before the Bernays campaign, fluoride was largely known in the public mind as the chief ingredient of bug and rat poison; after the campaign, it was widely hailed as a safe provider of healthy teeth and gleaming smiles.

After the 1950s, it was all mopping up – the fluoridation forces had triumphed, and two-thirds of the nation's reservoirs were fluoridated. There are still benighted areas of the country left however (California is less than 16 percent fluoridated) and the goal of the federal government and its PHS remains as "universal fluoridation."..."

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Google news archive search, "fluoride", 1940-1950. Note that news items vary between fluoride as cockroach poison and fluoride's supposed benefits in preventing tooth decay:


http://news.google.com/archivesearch?q=fluoride&as_ldate=1940&as_hdate=1950&s...