1952
"You
Never Had It So Good" was the popular slogan in the early '50s praising Democratic
leadership that had seen America through depression and war to a growing post-war
economy. When some Republicans approached adman Rosser Reeves to develop a
counter slogan for Dwight Eisenhower's 1952 Presidential bid, he instead proposed
a television ad campaign. "Eisenhower Answers America" would feature "everyday"
Americans asking the retired General questions in short "spots"
that would saturate the airwaves shortly before the election. For more on
this campaign, please turn to the "From Idea
to Ad" section on this Web site.While
the "Eisenhower Answers America" campaign is highly significant
in the history of political advertising, the most influential use of television
in the '52 campaign is undoubtedly Richard Nixon's "Checkers" speech.In
September of 1952, Richard Nixon's spot on the Republican ticket as Dwight
Eisenhower's vice president was threatened by revelations of a "secret"
fund set up by business friends of Nixon's. As pressure mounted for Nixon
to step down, the V.P. candidate broadcast a direct appeal in an informal
speech airing right after the very popular Milton Berle Show. In what became
known as the "Checkers" speech, Nixon gave an accounting of his
and wife Pat's finances and denied accepting gifts of any kind, except for
a little dog named Checkers from a supporter in Texas. The appeal to voters
was a grand success, as the Republican Party was swamped with telegrams urging
that Nixon stay on the ticket. Hear audio clips of Checkers speech:
http://www.webcorp.com/sounds/nixon.htm
View the Checkers speech:
http://www.earthstation1.com/Nixon.html
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