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Well, something cheaper than a lady. Because half the population was womenand that was a very large herd indeedchanging society's attitude about women smokers was necessary if cigarette makers were to increase sales and profits. Bernays went to work. The first step in developing a public relations campaign, he said, was to understand the client's aim. His client was the American Tobacco Company. Their aim was to sell cigarettes to women. The company had even developed a special brand just for womenMarlboros.

Rockefeller, press agent Ivy Lee convinced the billionaire to give away dimes on street corners. Lee made certain the press was present to capture the gentleman's generous gesture. Press agent Harry Reichenbach boasted about his ability to "plant" false stories in the news. '' However, he did admit to the district attorney that he had "used his wits" to create a fake kidnapping of an American actress by Mexicans. The kidnapping and the rescue of the young lady by eight blond cavalry men was a planned publicity stunt, also for a movie promotion.

The way to do it was through a media metaphor. < previous page page_37 next page > < previous page page_38 next page > Page 38 Look out below: stills from the Ontario Ministry of Health's "Swimmers" antismoking PSA. Now that they had a concept and their toxic swimming pool metaphor, the team moved into the storyboard stage. A storyboard is like a cartoon. Each frame on the board depicts a scene or key event in the film or movie. Attention to detail is very important. Frame by frame, the team sketches the characters, the costumes, the setting, and even lines of dialogue, using media codes to construct the metaphor and the message.

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