McLuhanism Made Simple

The Responsive Chord By Tony Schwartz Anchor, 173 pp., $6.95 I’d better come clean. Tony Schwartz was the fellow behind the little girl and the daisy commercial in the Goldwater-Johnson campaign. It may surprise you, ten years later, to learn that the spot was used only once, that Goldwater’s name was never mentioned, that the message was not, as you’ve probably remembered, “whose finger do you want on the nuclear trigger?” Mr. Schwartz points out that if the same spot were used today no one would connect it, nuclear cataclysm, and Barry Goldwater.

When properly used, Mr. Schwartz writes in his fascinating and provocative

PL

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Priscilla L. Buckley

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The Responsive Chord By Tony Schwartz Anchor, 173 pp., $6.95 I’d better come clean. Tony Schwartz was the fellow behind the little girl and the daisy commercial in the Goldwater-Johnson campaign. It may surprise you, ten years later, to learn that the spot was used only once, that Goldwater’s name was never mentioned, that the message was not, as you’ve probably remembered, “whose finger do you want on the nuclear trigger?” Mr. Schwartz points out that if the same spot were used today no one would connect it, nuclear cataclysm, and Barry Goldwater.

When properly used, Mr. Schwartz writes in his fascinating and provocative