i think you'll find there is more to bernays than selling hoovers door-to door.

. where did you get that idea. the smoking suffragettes alone is a master class in manipulation of the public, (a psychological stunt to get woman to buy cigarettes in the late 20ies). not sure how you equate that with door to door selling. his later role in central american politics for the CIA - though obviously evil - is pretty interesting reading for anybody interested in manipulating public opinion and selling consensus.
i don't believe there is anything new in advertising when it comes to desire, power, status. the theories and methods are new, (research grants have to used up & academics like the sound of their own voices) but people still buy stuff if they see somebody successful and charismatic holding it up on TV at the grammys.
the only "new" element i see in advertising today as opposed to eg the fifties is that irony had to get involved, because if you laugh at yourself first, it takes the wind out of the sails of others who would like to laugh at you. i suppose jobs is not going to be ironic about his products at a keynote, but the mixing of his hyperbole at the keynote, with a more humour-esque approach at the grammys is probably a pretty good concoction.
best
B.