Edward Louis Bernays was the nephew of Sigmund Freud and one of the fathers of modern advertising (known in the beginning of the 20th century as simply 'propaganda'). His methods involved the psychoanalytical theories of his uncle - exploiting the subconscious and playing on unconscious desires - not just for marketing purposes, but also for shaping public opinion. He was an advisor to several United States Presidents, including Woodrow Wilson and Calvin Coolidge.__TOC__