The protagonist who unexpectedly becomes chairman of an advertising firm. He transforms the company into Truth and Soul Inc., replaces white staff with Black employees, and bans advertising for alcohol, tobacco, and toy guns. His controversial leadership and surreal ads attract government scrutiny and public protests. Ultimately disillusioned by the board's hypocrisy when they abandon their ideals for profit, he walks away as the company's funds are destroyed.
The President represents governmental and corporate pressure that directly opposes Swope's autonomy.
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