Taking McLuhan's advice seriously, he made a list of the most revolutionary American slogans: "Give me Liberty or Give Me Death" came to him first, and then "A Nation Cannot Exist Half Slave and Half Free," "The Only Thing We Have to Fear Is Fear Itself," and finally "Lucky Strike Means Fine Tobacco" (the latter had been used over the 1940s and 1950s, replacing "Reach for a Lucky Instead of a Sweet").

Tim Wu, The Attention Merchants, loc. 537