States Gerald Gibson, Curator and echoed by Daniel Boorstin, former Librarian of Congress, “Your collection… is truly phenomenal. The entire body of Tony Schwartz’s material is now housed in the archives of the Library of Congress. 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 Bill Clinton (Arkansas), 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. Considering the extensive discussion that the ad has sparked, it is remarkable that the ad ran only once. It was used by the Johnson campaign in 1964 to clearly illustrate his position on the use of nuclear weapons. From commercials involving children, he moved to general advertising, everything from Coca Cola to airlines, political campaigns and public interest media-every ten years, Schwartz’s sphere of interest expanded to include new directions and new challenges, as well as continuing the old.Ĭredited 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. Schwartz began to do commercials for national advertisers, in which he revolutionized the industry: he was the first ever use real children’s voices in radio and television ads, as opposed to adults imitating children. From this hobby developed one of the world’s largest and most diverse collections of voices, both prominent and unknown, street sounds and music, a collection that resulted in nineteen phonograph albums for Folkways and Columbia Records. “Documenting life in sound and pictures” is something Tony Schwartz began in 1945, when he bought his first Webcor wire recorder and began to record the people and sounds around him. ![]() He was awarded honorary doctorates from John Jay, Emerson and Stonehill Colleges.ĭesignated the year’s “Best Social Studies Teacher in the United States” because of a Sociological Communications course he taught to high school students, Schwartz explained, “I merely taught them how to document the life around them in sound and pictures.” Schwartz was a frequent lecturer at universities and conferences, and gave presentations on six of the seven continents (all but Antarctica). Because Schwartz was unable to travel distances, he delivered all out of town talks remotely. He also taught at New York University and Columbia and Emerson colleges. ![]() ![]() 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.įor many years he was a Visiting Electronic Professor at Harvard University’s School of Public Health, teaching physicians how to use media to deal with public health problems. ![]() For over 15 years he wrote a weekly column for Media Industry Newsletter (MIN). 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.īorn in midtown Manhattan in 1923, a graduate of Peekskill High School (1941) and Pratt Institute (1944), Tony Schwartz had a unique philosophy of work: He only worked on projects that interested him, for whatever they could afford to pay.įor thirty one years (1945-1976) he created and produced a weekly radio program of people and sounds of New York on WNYC (AM & FM). 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). Tony Schwartz (1923-2008), master of electronic media, created more than 20,000 radio and television spots for products, political candidates and non-profit public interest groups.
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