Anthony Schwartz (August 19, 1923 — 15 June 2008) was an American sound archivist, sound designer, pioneering media theorist and advertising creator. Known as the "wizard of sound," he is perhaps best known for his role in creating the controversial Daisy television ad for the 1964 Lyndon Johnson campaign.
Considered a guru of the newly emerging "electronic media" by Marshall McLuhan, Schwartz ushered in a new age of media study in the 1970's. His works anticipated the end of the print-based media age, and pointed to a new electronic age of mass media.
Born in Manhattan, Schwartz was raised there briefly before his family moved to Peekskill, New York. At 16, he went blind for about six months. He had previously been interested in ham radio, and the incident focused him more on sound, as did his lifelong agoraphobia.