THE 30 SECOND CANDIDATE HISTORICAL TIMELINEFROM IDEA TO ADTRICKS OF THE TRADEQ_AND_ATHE TELEVISION PROGRAM
Wisconsin Public Television
     

   
 
Today's modern political consultant is a specialized hybrid of advertiser and politician; a political communications expert who may advise a client on a number of ways to communicate with the public. But in the early days of television there were just politicians and ad men.

 
 
Rosser Reeves
Rosser Reeves


One of the best ad men was Rosser Reeves. He'd made a name for himself creating campaigns for big clients like Anacin, Colgate, and M&M's. Famous for catchy slogans like "Melts in your mouth, not in your hands," Reeves was approached by a group of Texas business men to come up with a Republican slogan to compete with the Democrats' "You Never Had It So Good."

Instead of a mere slogan, Reeves pitched an entire campaign. Republican presidential candidate Dwight Eisenhower would speak to voters' chief concerns in a series of short television "spots" airing shortly before the November election. "Eisenhower Answers America" was just underway.








     

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