Bernays (1928). Propaganda for Education.

Bernays, E. (1928). Propaganda for Education. In Propaganda (pp. 121–134). New York: Horace Liveright.

“It is possible, by means of an intelligent appeal predicated upon the actual present composition of the public mind, to modify the general attitude toward the teaching profession. Such a changed attitude will begin by expressing itself in an insistence on the idea of more adequate salaries for the profession.” (p 124)

“Men who, by the commonly accepted standards, are failures or very moderate successes in our American world (the pedagogues) seek to convince the outstanding successes (the business men) that they should give their money to ideals which they do not pursue.” (p 126)

See this page at