Extras for The Responsive Chord

21 “Come to Bufferin”
Schwartz demonstrates, in this portion of an ad he made for Bufferin aspirin, that the message of an ad can be conveyed by elements that go beyond the script, and that very the notion of truthfulness may not even apply to radio and television ads.
Voiceover: Bob Landers.

27 “Dream Whip—
Only 14 Calories Per Tablespoon”
Demonstration by Schwartz and announcer Bob Marcato of two ways of reading this tag line. The first is the classic way, focusing on the literal information being conveyed. The second, used in a commercial by Schwartz, is read so as to convey the message, “you don’t need to worry, it’s not many calories.”
Voiceover: Bob Marcato.

42 New York Times Ad (1971)
Featuring Alan King.

52 Anti-smoking ad made by Tony Schwartz for the American Cancer Society (1963)

56 Street Corner Pen Pitchman (New York, 1949). An edited version of this recording appeared on Schwartz’s 1954 Folkways LP, New York 19.

71 “Coke Party Ad”.
Coca Cola’s prevailing slogan at the time was “Things Go Better With Coke.” Since this was already well established in the mind of the listeners, there was no reason to say “Coke” at the end of the ad; the listeners filled it in on their own.

89 1964 “Daisy” Ad for President Lyndon Johnson. Conceived by Tony Schwartz for Doyle Dayne Bernbach, based on Schwartz’s 1962 anti-nuclear ad for the United Nations.

116 “The Giants Win the Pennant!”
Baseball announcer Russ Hodges reacts to Bobby Thompson’s famous game-winning home run in the 1951 National League playoffs.

120 Older African-American Woman speaks. Recorded by Tony Schwartz, broadcast on his WNYC radio show “Around New York” (February 8, 1966)

121 Four-year-old boy speaks.
Recorded by Tony Schwartz.

147 Phonemic Restoration example sequence

148 Mnemonic Speech: “On Any Sunday”
Radio commercial by Tony Schwartz for the “On Any Sunday” movie. First normal, then compressed via the “mnemonic speech” technique.
Voiceover: Bob Marcato.

150 Mnemonic Speech: Woodstock Ad
Radio commercial by Tony Schwartz for the “Woodstock” movie.

150 Mnemonic Speech: Banking Ad
Banking radio commercial by Tony Schwartz.