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Tony Schwartz: Plaintiff
Tony Schwartzl is a media guru that hates cigarettes (L. White, Merchants 1988). In 1961, Schwartz produced the first antismoking TV spot the American Cancer Society ever sponsored. The prize-winning message showed two children trying on adult's clothes. The voice-over said, "Children imitate their parents. Children learn by imitating their parents. Do you smoke cigarettes?" (L. White, Merchants 1988). Schwartz is the author of a book called "The Responsive Chord," which argues that advertising's goal is to awaken a thought already in the receiver's mind, not to transmit information (L. White, Merchants 1988).
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