Written by the man the New York Times called the "king of sound," The Responsive Chord is drawn from an unrivaled wealth of experience in the communications industry. Schwartz has learned that most advertisers, politicians, and educators--in fact, most all of us--use a "model" of communication long outmoded by the coming of electronic media.
"The Responsive Chord is a survival kit for those individuals trying to maintain their sanity in a world where their senses and intelligence are bombarded daily by audio and visual stimuli." -- Sander Vanocur
"The Responsive Chord certainly gets a big response from me.... I enjoyed it enormously. This is a totally untouched field and Tony Schwartz has a monopoly in this area." -- Marshall McLuhan
"This book isn't just another communications theory. It is a read map through a maze of 20th Century changes brought about by radio and TV, written by a Copernicus in this field." -- Michael Rowan, President, Rowan Group Inc., international social research and policial consulting.
"The best book on communications theory and practice since McLuhan's Understanding Media." -- Joseph Napolitan, author of The Election Game.
"Sinopsis" puede pertenecer a otra edición de este libro.
Tony Schwartz, the acknowledged master of electronic media, has 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 has 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.
For thirty one years (1945-1976) Schwartz created and produced a weekly radio program of people and sounds of New York on WNYC (AM & FM). For over 15 years he wrote a weekly column for Media Industry Newsletter (MIN). For many years he has been a Visiting Electronic professor at Harvard University's School of Public Health, teaching physicians how to use media to deal with public health problems. He is also teaching at New York University and Columbia and Emerson colleges. Because Schwartz is unable to travel distances, he delivers all out of town talks by 2-way telephone. Schwartz is a frequent lecturer at universities and conferences, and has given presentations on six of the seven continents (not Antarctica). He holds honorary doctorates from John Jay, Emerson and Stonehill Colleges.
"Sobre este título" puede pertenecer a otra edición de este libro.
Descripción Anchor Press, 1973. Hardcover. Estado de conservación: New. Nº de ref. de la librería P110385088930
Descripción Anchor Press. Hardcover. Estado de conservación: New. 0385088930 New Condition. Nº de ref. de la librería NEW6.1122080
Descripción Anchor Press, 1973. Hardcover. Estado de conservación: New. Nº de ref. de la librería DADAX0385088930
Descripción Anchor Press, 1973. Hardcover. Estado de conservación: New. book. Nº de ref. de la librería 0385088930
Descripción Anchor Press, 1973. Hardcover. Estado de conservación: New. book. Nº de ref. de la librería 385088930