“Using Freud’s ideas on psychoanalysis, Bernays showed American corporations how to sell a product (or service) to a consumer’s emotions rather than his intellect.

He started to play the central role in a concerted effort by American corporations to transform America from a “need-based” to a “desire-based” society in order to increase goods consumption.

Bernays did this by linking products to the irrational forces in the human subconscious which were unearthed by his uncle...

“We are governed, our minds are molded, our tastes formed, our ideas suggested, largely by men we have never heard of.”

― Edward L. Bernays”