Richard Burns is a retired television and advertising man -- the one who put the smile on the PSA aeroplanes and helped engineer a cultural icon, the Fruit of the Loom Guys. He is recognised nationally as an authority on retail marketing through broadcast advertising. He is the author of business articles and newspaper columns. A graduate of Stanford University, he suffered a massive stroke at age 38 and was not expected to live. He lives in central California where he is active in many organisations and is an avid golfer.