The Baron of Ballyhoo: the most influential man you never heard of

I'm thinking of writing a book called "Baron of Ballyhoo: How a Master of Manipulation Bamboozled America and Created the World We Live In."

The man I want to write about was born in 1891 and died in 1995. His name is forgotten, but you live in his shadow.

He was the father of public relations. He helped sell the First World War to America. He made it OK for women to smoke. He made bacon and eggs the American breakfast. He helped Coolidge win re-election. He introduced the writings of Freud to America. He helped overthrow a foreign government on behalf of a U.S. corporation. His influential followers included Nazi Propaganda Chief Joseph Goebbels.

His name was Edward Bernays. He was Sigmund Freud’s nephew, and he applied his uncle's ideas to the art of mass persuasion -- “the engineering of consent,” as Bernays called it. He showed political leaders and big corporations how to manipulate public opinion to their advantage. He helped big business safeguard its interests by linking it to the concept of democracy.

He created the idea of the consumer democracy and individualism through lifestyle products – and with it, the modern world.

Before Bernays, people bought things they needed them. After Bernays, they bought stuff they wanted it. He persuaded Americans that the way to become a true individual and a good citizen was to become a good consumer.

In his ground-breaking book, "Propaganda," Bernays writes: “It was, of course, the astounding success of propaganda during the war that opened the eyes of the intelligent few in all departments of life to the possibilities of regimenting the public mind … 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.”

In short, there wouldn’t be a Karl Rove without Edward Bernays.