The Responsive Chord: The Responsive Chord: How Media Manipulate You: What You Buy... Who You Vote For... and How You Think.

By Tony Schwartz

Book Overview

Tony Schwartz, author of seminal text The Responsive Chord, is the progenitor of the study of media manipulation. As of 2016, his book is more important now than ever. The creator of the "Daisy Ad," widely credited with the election of LBJ and a pioneering media scholar reveals the secret machinations behind elections through exploitation of the media.

• Format: Paperback
• Language: English
• ISBN: 163353605X
• ISBN13: 9781633536050
• Release Date: January 2017
• Publisher: Tma Press
• Length: 196 Pages
• Weight: 0.65 lbs.
• Dimensions: 0.6" x 5.9" x 8.9"

Customer Reviews

Required reading

for anyone thinking of working in advertising and marketing, understand whats been done to you all thse years without knowing it.

Essential reading for behavior change campaigns

As a public health professional (who also took a course from Tony Schwartz, through Harvard), I've found this book invaluable. Anyone who thinks that just giving people facts will change attitudes and thus behavior needs to read this book and learn how the real world works.

A Must Read for Anyone Work in Communications Today!

I first encountered Tony Schwartz in the early 1970s thanks to a remarkable grad school teacher named Ralph Baldwin. Following a symposium on media in New York City in which Tony demonstrated several examples of his work, Dr. Baldwin arranged for our small class (no more than 10 of us)to visit Tony in his studio. The visit was most impressive for one single point that he dramatically demonstrated, namely the difference between "sound" and "noise." "Noise," he explained is nothing more than "unwanted sound."My copy of "The Responsive Chord" - purchased when it was first published - has been read and re-read to the point of delapidation. I have been working in advertising for more than 30 years and this book has been virtually my bible. I have lent it to students and collegues innumerable times. The reasons is simple: Tony's message goes to the heart of communication and persuasion. To reach a person and motivate him or her to respond to your message requires more than information, facts, and glitzy effects. Your message must "resonate" with the person. It must strike that "Responsive Chord" by connecting and touching your audience's whole matrix of beliefs, cultural identifiactions, opinions and values.In this book, Tony Schwartz reveals completely, clearly and definitively his secret of success. And, in a way that inspires emulation and appreciation.I can honestly say that my own work, when it has been most effective, whether in TV, radio, or print, has been the result of its reflection of Tony's principles as delineated in "The Responsive Chord."In this era of instant communication and the explosion of media channels and venue, Tony Schwartz' small and powerful book cuts to the heart of true and effective communication, in whatever form.Anyone working in any area of communications, or aspiring to, should read, re-read and continually refer to this little book as professional compass. It is that valuable!