For primary sources, try Propaganda (1928) by Edward Bernays.
Bernays pioneered many modern advertising techniques. He created demand where none existed prior, typically though psychological means. Torches of Freedom is a famous example:
Supposedly, he also had a hand in convincing the public that water fluoridation was safe and beneficial to human health, on behalf of Alcoa, and in concert w/ the American Dental Association. Does anyone have a primary source for that one?
