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The first presidential
television spots were aired in the 1952 campaign between General Dwight
Eisenhower and Governor Adlai Stephenson. The 1952 campaign also featured
a few primary spots for Eisenhower. Some television ads for state offices
had appeared in 1950.
Eisenhower ran a
series of spots titled "Eisenhower Answers America" which
were 20 seconds long. However, most TV spots were 60 seconds and 30
seconds long (a few were 5 minutes). Until 1972, more spots after Eisenhower's
1952 campaign were 60- than 30-seconds. However, this shifted in 1976
and in 1980 and after, most spots were 30-seconds with some 60-second
ads. There are occasionally 15 second ads and, even more rarely, 2 minute
or longer ads.
Candidates pay special
attention to "swing" states, which could go for either the
Republican or Democratic nominee. This was taken to an extreme in 2000
when Vice President Al Gore and Governor George Bush only ran advertisements
in the "battleground" states.
Some of the most interesting and memorable television spots attacked the opposition. Ads can attack on policy (issues) or character (image).
Policy Attacks
The first presidential television spots were broadcast in 1952 in the contest between General Dwight D. Eisenhower and Illinois Governor Adlai Stephenson. Republican Eisenhower attacked the Democratic Party, which held the White House in 1952.
Eisenhower 1952 Neve rHad It clip
Eisenhower won in 1952 and was re-elected, along with Vice President Richard Nixon, in 1956. In 1960, Richard Nixon ran for president, stressing the Eisenhower-Nixon record. Nixon’s opponent, Senator John F. Kennedy, wondered how much of the Eisenhower-Nixon record was due to Nixon. A reporter asked that same question of President Eisenhower, and the Kennedy campaign made this television spot.
Kennedy 1960 Ike Press clip
Kennedy won the election, but of course he was assassinated and his Vice President, Lyndon Johnson, became President. Johnson ran for re-election in 1964 against Senator Barry Goldwater. One of the most famous ads was run by Johnson attacking Goldwater. The Democrats only paid to have this ad broadcast once, but it was played (for free) repeatedly on the news.
Johnson 1964 Daisy clip
Vice President George Bush (father of President George W. Bush) ran for president in 1988 against Governor Michael Dukakis. Here are two ads from Bush that attacked Dukakis on policy.
Bush 1988 Revolving Door
Bush 1988 Tank Ride
Bush won in 1988, and in 1992 he sought re-election. Governor Bill Clinton ran against President Bush, and won. In 1996 President Clinton ran for re-election against Senator Bob Dole. This ad attacked Dole’s policy.
Clinton 1996 Wrong Past clip
Character Attacks
Other television spots attack the opponent’s character. In 1952 Eisenhower used a metaphor with a bus driver to say good intentions are enough; we need competent leaders.
Eisenhower 1952 New Driver clip
After President Nixon resigned, following Watergate, Vice President Gerald Ford became president. He ran in 1976 and was challenged by Governor Jimmy Carter. This Ford ad attacked Carter’s character.
Ford 1976 Wishy Washy clip
Jimmy Carter won in 1976 and ran for re-election in 1980. This ad was run by President Carter when he was challenged by Governor Ronald Reagan.
Carter 1980 Shoots from the Hip clip
Inconsistency (Character) Attacks
A special form of character advertisement attacks the opponent as inconsistent. These ads appear to be about policy, because then accuse the opponent of taking different policy positions on an issue. However, if you watch closely, you will see that these spots do not say “This is my opponent’s final policy position, and here is why it is a bad idea.” The point of these ads is really to attack the candidates’ character for inconsistency.
In 1964, President Johnson accused Barry Goldwater of inconsistency.
Johnson 1964 Which Barry clip
Johnson won in 1964 but decided not to run again in 1968. His Vice President, Hubert Humphrey, was challenged by Richard Nixon. Humphrey accused Nixon of inconsistency.
Humphrey 1968 Weathervane clip
Nixon won in 1968 and was challenged in 1972 by George McGovern. Nixon accused his opponent of inconsistency.
Nixon 1972 McGovern Turnaround clip
When Ronald Reagan ran for re-election in 1984, he accused Walter Mondale of taking different positions on the same issue.
Reagan 1984 Side by Side clip
A final example occurred in 1992, when President Bush ran for re-election against Governor Bill Clinton. This ad from Bush attacked Clinton.
Bush 1992 Gray Dots clip
Although attacking ads are often interesting, and despite what we might think, candidates actually make more positive statements than attacks in ads. Here are three positive or acclaiming campaign commercials.
In 1952, Democrat Adlai Stephenson ran against Republican Dwight Eisenhower. This Democratic ad stressed the accomplishments of Democrats:
Stephenson 1952 Wallet clip
John F. Kennedy created an ad with a memorable jingle.
Kennedy 1960 Kennedy For Me clip
A third example of a positive ad comes from President Reagan, who was running for re-election in 1984. He stressed his first term record.
Reagan 1984 Morning in America clip
Although they are not very common (about 1% of statements in ads), occasionally a television spot will defend, or respond to an attack.
In 1980, Governor Reagan challenged President Jimmy Carter. One of the character ads earlier from Carter accused Reagan of shooting from the hip. Nancy Reagan made a commercial to respond to attacks on her husband.
Reagan 1980 Nancy clip
The attack from President Bush in 1988 on Michael Dukakis (Tank Ride) elicited this defense from Dukakis:
Dukakis 1988 Counterpunch clip
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