Find the best price forThe Responsive Chord: How Media Manipulates You, What You Buy, Who You Vote For, and How You Think.

Tony Schwartz, John Carey

Paperback, Published in Jan 2017 by Mango

ISBN10: 163353605X | ISBN13: 9781633536050

Tony Schwartz, the acknowledged master of electronic media, created more than 20,000 radio and television spots for products, political candidates and non-profit public interest groups. Featured on programs by Bill Moyers, Phil Donahue and Sixty Minutes, among others, Schwartz has been described as a "media guru," a "media genius" and a "media muscleman." The tobacco industry even VOLUNTARILY stopped their advertising on radio and television after Schwartz's produced the first anti-smoking ad to ever appear (children dressing in their parents' clothing, in front of a mirror). The American Cancer Society credits this ad, and others that followed, with the tobacco industry's decision to go off the air, rather than compete with Schwartz's ad campaign. When Marshall McLuhan met Tony Schwartz, he said he met "a disciple with twenty years prior experience!" Later, McLuhan and Schwartz shared the Schweitzer Chair at Fordham University. Credited with the single most effective and talked about ad ever produced, Tony Schwartz created the "Daisy Ad," as it has become known, to highlight the dangers of nuclear arms. It was used by the Johnson campaign in 1964 to clearly illustrate his position on the use of nuclear weapons. Considering the extensive discussion that the ad has sparked, it is remarkable that the ad ran only once. Schwartz created the media campaigns of over 200 candidates, including the winning 1976 presidential campaign of Jimmy Carter, the 1964 Johnson presidential election, the campaigns of Abe Ribicoff (Connecticut) and Daniel Moynihan (New York), and selected campaigns of Tom Foley (Washington state), Mike Gravel (Alaska), Bob Hattfield (West Virginia), Edward Kennedy (Massachusetts) Tom Lantos (California), Warren Rudman (New Hampshire) and Andrew Young (Georgia), to name but a few.