good teacher. The taxonomy in chapter 4 is directly attributable to Es-
ther's prodding. Bob Drechsel helped me to maintain sanity while sur-
rounded by insanity. He taught me it is possible to do serious research
without taking it too seriously.

I would also like to thank Charles Salmon and John Murry, at the
University of Wisconsin, for cheerfully "volunteering" to be a part of my
doctoral committee on a last-minute basis. And, I thank George John
and Mike Houston, now at the University of Minnesota, for their earlier
participation on that committee.

Finally, Dick Zakia, at the Rochester Institute of Technology, is solely
responsible for my initial interest in advertising law. My debt to Dick,
and to his wife, Lois, is immense.

J. I. Richards

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