Then do not pick john. [singing] we all go with ike. You like ike. I like ike. Everybody likes ike. Now is the time for all good americans to come to the aid of their country. Like for president. Ike for president. Ike for president. Ike. Bob. Ike. Bob. I am so glad we are friends again, bob. Yes, ike. We agree on everything. Lets never subverted again, bob. Bob. Ike. Bob. Ike, bob will ike and bob live happily ever after . Is the white house made enough for both of them . Stay tuned for a musical interlude. Ive been thinking, bob and ike now think alike. Will the. With a general in the white house, who will give the orders . It is a joint production of American History tv on cspan3 and cspans washington journal. We are pleased to be joined by Professor Robert mann, professor of Mass Communications at Louisiana State university, and author of mushroom clouds. To take a look at the history of tv political advertising. Professor mann, thanks for joining us here . Good to be with you this morning. Host we start with 1952, the first Year Television was used as a medium for political ads. Television had been used a little bit in 1948 to broadcast the Democratic Convention. Harry truman made a speech from new jersey in the latter part of the race in 1948 and it was aired on original television linked up along the east coast. But 1952 is the first time you saw candidates advertising in a way that was not just a beach. Even though we are going to see 60ot of spots this morning, and 32nd spots, it is important to remember that 1952, 1956 and 1960, the candidates saw television as a way to give speeches. 1952, even though Adlai Stevenson, the democratic nominee, and Dwight Eisenhower, the republican nominee were airing some spot of advertising, the vast majority of the people seeing them, suddenly for stevenson, were seeing him give 30minute speeches. 1830minute speeches at 10 30 last night on tuesdays and thursdays in the latter part of the campaign. Both candidates were very reluctant to do this kind of spot advertising. They saw politics as being more saw spots as the way to sell soup, soap them and serial, not lofty political ideas. Host we will see a lot of ads in the next hour and a half here mann fromssor bob lsu. We welcome your calls, your comments and your questions on ads that are politically notable for you. We have opened up the lines. For republicans, it is 2027488001, democrats, 2027488000, and independents, 2027488002. It is fair to say that eisenhower and stevenson had to be pushed to do advertising, correct . Yes. there was an advertising executive who was fairly prominent, Fairly Famous for his innovations at the time. Russell reeves. He was hired by the eisenhower campaign to manage their advertisers. At the time eisenhower and his people thought it would just be speeches. Reeves looks at one of the speeches, i think it was his announcement speech early in the campaign, and made two major conclusions. That eisenhower was a terrible speaker and that these 30 minute speeches were too complex. People left the speech is not having a single idea of what he was about. It was a jumble of issues. So he persuaded eisenhower to do this spot advertising. The major way that people were seeing eisenhower spots was not this animated spot, the jingle saw, which was interesting and a lot of people enjoy watching it because it recognizes the First Political spot. But most eisenhower spots were these 22nd eisenhower answers spots where he would just look at the camera and answer questions from average people off the street. Eisenhower thought it was humiliating. Hisenson thought thoughts were a humiliating exercise that degraded the candidacy and the office of the president. Host two questions about the ads we just saw for eisenhower and stevenson. One, the donkeys in the animated ad for thencandidate eisenhower, kind of a negative ad in that regard. Two, who is bob in the Adlai Stevenson add . Guest so the donkeys you see riding the elevator backwards, which as you point out is that of a subtle negative ad, that is the democratic senator from alabama who was adlai theensons running mate, natural son secretary of state under truman, who was much reviled by conservatives and andblicans dean addison, stevenson, the nominee. In the other ad, bob was bob taft, leader of the conservative republicans and senator from. Hio, son of president taft before eisenhower ran against , he was his main opponent for the nomination in 1952. To win tafts support, he said he would support him in his agenda and even promised he patronage. Taft some democrats called about the great surrender. That eisenhower had surrendered to taft and taft was controlling the nominee. So the point of that spot is that they have fallen in love and taft has captured eisenhower and he will be the power behind the throne if eisenhower is elected president. Host the title of your book is daisy petals and mushroom clouds. Based on the daisy ads. Lets go to the 1964 ad by the campaign and followed by the ads from the Goldwater Campaign. 1, 2, 3, four, five, 7, 9, 9 , 9, 8, 7, 6, 5, 4, 3, 2, 1, 0. [explosion] these are the stakes. To make a world in which all of gods children can live or to go into the darkness. Othert either love each or we must die. Boat for president johnson on november 3. The stakes are too high for you to stay home. For president johnson on november 3. The stakes are too high for you to stay home. [dramatic music] graft swindles juvenile delinquency crime riots here what Barry Goldwater has to say about our lack of moral leadership. The leadership of this nation has a clear and immediate challenge to go to work effectively and go to work immediately to restore proper respect for law and order in this land and not just prior to election day either. Americas greatness, its greatness of her people. Let this generation been making you mark for the greatness. Let this generation of americans said i a standard of this possibility that will inspire the world. In your heart, you know he is right. Vote for Barry Goldwater. Host there is a lot of there. Start with the daisy ad antenna less the tenor of the times. 1964, why that ad came about and tell us the tenor of the , 1964, and why the add came about. Guest the atmosphere in the country in that time, we were still in the shadow of the cuban missile crisis. We were still armed to the teeth , facing the soviet union which was also armed to the teeth with their weapons. People at the time were really cheerful that the soviet union in the United States, even though the cuban missile crisis had been resolved, that we would still end up going to war and it would not be a conventional land war, it would he a nuclear war that would destroy much of the world. In that environment comes along coldwater, a very prominent leader of the conservative wing of the Republican Party since the 1950s, republican senator from arizona, who is using a lot of the other close language. When kennedy announces them was when kennedy announces them whe the loan shark, he calls Nuclear Bombs just another weapon. He suggests that we should defol iate the ho chi minh trail in vietnam using nuclear weapons. He made a lot of comments like that a lot of the years that suggested he was reckless and was not serious about the responsibility of being president would it came to using nuclear weapons. So people already knew his position on that. That is why he takes advantage. It is clever because it doesnt mention goldwater. To. Idnt need people who created that spot realized all they had to do was give a story and let the viewers do the work. Let the viewers fell in the blanks with the information and the knowledge and the emotion spot. Hey brought to the that is what makes it so groundbreaking and so clever and i think so effective. Hey put the viewers to work it didnt give them a lot of information. It assumed they had a lot of information and used that information in a clever way. Host is it correct that the daisy ad only run once on television. Is only run once on the night of september 7, 1964. Were threeys there networks, so probably about 4050,000,000 people saw that ad the one time it aired. It wasnt unusual to run the spot a couple of times and move on to something else. The spot did air on several network news broadcasts it into in its entirety later week. Republican Party Officials told her to it, so it made news, which ensured it got a free ride in the networks for the next week. I am guessing between 70 and 100 Million People saw it by the in of the week. Host it is interesting, we always associate Richard Nixon with the law and order campaign. But in goldwaters ad, that is his message. Guest yes. That spot you saw there is a distillation of 30 minutes of a documentary that the Goldwater Campaign had created called choice. They planned to air it is a paid Political Program on national television. Goldwater saw it and said it was a racist spots. He spotted from being stopped it from being run on national television. It did get one on local Television Commercials and at house parties. This 32ndned into spot which was trying to take advantage of the anxiety in the public about civil unrest. Lyndon johnson had become president on the death of john f. Kennedy and was seen by a lot of republicans as having added to the and caused a little moral degradation of the country area and the civil rights movement, there werent a lot of protests over the vietnam war at the time. But all this unrest and unsettled environment was growing and conservatives were nervous and scared about it. s campaign was trying to take advantage of that fear and growing unease with a certain percentage of the population. We are looking at the history of president ial Campaign Advertising here on American History tv on cspan three, in a joint production with cspans washington journal. We will get to your phone calls momentarily. 2027488001 for republicans. 2027488000 for democrats. 2027488002. Of your said the American Culture was more conservative th. His observation. Guest from 1952 through 19 64, infancy is the right word to use. Doing thiswho were stuff for politicians were really expand menton. They didnt know what they were doing they were experimenting. They didnt know what they were doing. Today you can hire a company that specializes in producing political spots they, rely on Public Opinion research and focus groups. They didnt know anything about that. These are mostly technicians producing these spots. They were people who arranged the presentation of a 30minute speech or a 45minute installation of a speech on the air. It was not until the madison the copy account to do Lyndon Johnsons campaign not true Creative Advertising principles were brought to president ial campaigns. The reason i wrote my book about this is that this is the hinge moment in american political advertising when everybody saw, oh, this is how it is done, this is how you advertise political ideas, this is how you create spots that are interesting, that are clever and that put the viewers information to work, that involve the viewer, not just passive experience. If you look at the spots before 1964 and 1968 and ford, you can see that there is a moment in time where everything changes. Host lets hear from our callers. First to brand in jacksonville, florida. Good morning. Caller good morning. How are you doing . Guest good, thank you. I just have a question about the modern day president ial commercials. Me biden, youto said he ran for president because of the fine people comments by President Trump. Off rightms to cut after that line spoken that he condemned White Supremacists and neo nazis. That is always left out. You know what im saying . Host ok, brent. Professor mann, what are your observations of modern day 2020 adds, versus what were seeing 1964 . R in 1952 and guest it is a torrent of ads today and targeted in a way they werent in those days. 1964, the daisy ad, the goldwater ad we saw was meant to be in mostly on a National Giving them, there were certainly swing states more often than we have today but they were just broadcast, meant for most everyone to see them. They were not targeted. Today you see a much more finely sliced and diced electorate based on the profiling and that theseolling candidates and their camping to do. So when you see an ad especially online, just scrolling through the internet on the website, that is usually an ad that was intended exactly for you or a person just like you. Did was not meant for your neighbor. It may not even have been meant for your spouse or children. It may have been meant for you especially either because of your shopping behavior. Your registration or where you live. The ads are much more targeted to people. It doesnt mean they always hit the mark, but other than the differences, that is the main difference in advertising today as opposed to 1964 and before the invention of internet. Host lets hear from john in pennsylvania, good morning. Caller just curious from doing the research. At history inking 1961, president kennedy did a speech at the waldorfastoria called the presidency and the press. Aring the same era, you had edward r morrow folks talking about the media and its value to society. Both those folks talked about how the media was not used properly to educate the American People about the issues of the day. So i am just curious about the speakers thoughts. He has done a lot of research on ads. E were those men right, when they say that we were not using television to educate that just to amuse and entertain . Even in the realm of political ads, it seems that is where we have gotten to as opposed to providing useful or helpful education. I am curious what the guest thinks. Guest that is a really good question. I would say they were not so much right that they were prescient. 1960s,arly to mid there was an advantage and a disadvantage. You may not have had a lot of access to different sources of news on the three major networks, maybe you had a couple of local newspapers and some radio news, but there was a generally agreed upon there were generally agreedupon facts. If something happened, every american should of had the basic understanding of that. It just was the way it is. Dontwe are now, and i have to belabor this point, but we are a totally Fragmented Society depending on your political views or your lifestyle. You are getting your views one way and your neighbor is getting his or her to use another way. There is no agreedupon facts about anything. We are in our silos. We dont talk to each other. We are not hearing the same hing were talking about th same thing. Personally i am not sure that is a good thing. But it is what it is. Those werenedy and probably prescient. Maybe they saw what was coming or they were criticizing something they certainly did not anticipate the internet, but are. We host lets go to a tame in north chicago, illinois, on a independent line. Caller good morning. Thank you for cspan and mr. Mann. The question has to do with the rules and ethics of political campaigns, president ial campaigns. Historically and up until especially the present day, is there a commission or a set of rules that campaigns must follow adsake sure the campaign or outside ofrly slander . Guest excellent question. In the 1960s, there was a federal commission, a nonpartisan commission that did not have a whole lot of teeth to it but it could make some judgments and pronouncements and wasare that this spot unfair or maybe embarrass a candidate into removing an ad or changing an ad. But the prevailing the prevailing rules since the have beentelevision the federal Elections Commission and the principle enshrined in our law and the constitution that the political speech is the most highly protected form of speech. Candidates have generally been able to say whatever they want to say in their ads and television stations cannot and this goes to broadcast television, cannot censor those. They cant tell them that you cant say that. It is a highly protected form of speech. Candidates are mostly governed by the judgment of voters and the people, if i say this, it is not that it is wrong or illegal, it is will the voters react horribly to it . Will it backfire on me . That is the main check that candidates and the candidate committees, not third Party Committees which are under rules, but candidates can pretty much. Host say whatever. Host they want more of your calls momentarily and some comments and questions on text and twitter in a moment, on this joint production on the history of Television Campaign ads in president ial races. Lets move on to two ads from the 1968 campaign. [video clip] [tense music] it is time for an honest look at the problem of order in the United States. Dissent is a necessary ingredient of change. But in a system of government that provides for a peaceful change, there is no cause that justifies resort to violence. Let us recognize that the first civil right of every american is to be free from domestic violence. So i pledge to you, we shall have order in the United States. [laughter] host bob, first on the nixon ad, the tagline, vote like your whole world depended on it. That was very reflective of the goldwater ad in your heart, you know he is right here guest i love the goldwater statement. Groupally have to focus year tagline, because it didnt take the Johnson Campaign five minutes to respond to, in your heart, you know he is right, with the joinder in your guts, or in your is nuts, heart, you know he might. [laughter] it