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 "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.
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