The 1952 election was important for a number of reasons, with Dwight D. Eisenhower becoming the first Republican president for two decades – but in many ways it was also the birth of the modern election campaign. Here, Victor Gamma looks at the story of how television commercials became a part of the campaign thanks to an advertising executive.
Eisenhower on the presidential campaign trail in Baltimore, September 1952.
In October 1952 millions of television viewers began seeing twenty to thirty-second advertising “spots” that appeared every hour between their favorite programs. Audiences were used to seeing ads, but this one was like nothing they had ever seen. The ad did not feature Lucky Strikes or some other product; it featured one of the candidates running for president that year. After the announcement “Eisenhower Answers America” blared into the living room, viewers watched the Republican candidate deliver short, simple answers to questions from average citizens.
Many were appalled. Senate hearings, conventions and addresses had all been televised before, but this felt more like watching a commercial than observing a serious discussion about national issues. Television was for low-class entertainment. When the Eisenhower ads began running, Adlai Stevenson, the Democratic candidate, declared “I think the American people will be shocked by such contempt for their intelligence; this isn’t Ivory Soap versus Palmolive.” In 1952 television was an uncertain element in the political landscape. That uncertainty, along with the contempt, would not last long. Beginning that year it would play such a significant role in American politics that, essentially, a run for the White House would soon become a glorified marketing campaign. Advertising people were now hired to help “sell” the candidate. These slick professionals would “handle” the campaign—at least the TV appearances. Politics had become a business. The results would forever affect everything from the way candidates were presented to the cost of campaigning, which would go from less than $20 millions in 1948 and rise steadily up to an incredible $260 million by 1972.
The power of TV
The potential of television was first seen the previous year. On March 12, 1951 a political event was televised to a national audience for the first time. The occasion was the Senate Committee hearings on organized crime in New York. If the hearings had taken place just a year earlier not much would have happened, but since then the number of homes with television sets had skyrocketed. In New York 51% of homes now had a set. During the Senate hearings, people were not only glued to the television, they called their friends to tell them about it. Americans watched, mesmerized, as gangsters like Frank Costelo came under the harsh glare of questioning. At one point the camera focused on the Mafiosi’s hands, clearly revealing a frightened and guilty man. The mobsters in turn drummed nervously on the table, sweated, or tore pieces of paper to shreds. It was the stuff of Hollywood. The mob became the subject of conversation in households across America. LIfemagazine wrote, “Never before had the attention of the nation been so completely riveted on a single matter.” But an unexpected, and even more important result was that, overnight it catapulted the chairman of the hearings, Estes Kevauver, to national fame. The senator duly announced his candidacy for the White House shortly afterwards. The lesson was not lost on keen observers of the political scene: if the relatively bland and uncharismatic Kevauver could become an overnight celebrity with a shot at the presidency, what could be done with a candidate with more “star” quality? They were soon to find out - with the help of Madison Avenue.
Rosser Reeve
By the time Rosser Reeve took his first stab at presidential politics, he was the most innovative and successful advertiser in the country. In his youth he left his native Virginia for New York to work in the advertising industry. After learning the ropes with a number of firms he co-founding Bates & Co. with Ted Bates and began to evolve an approach that would lay the foundation for ‘scientific’ advertising. His technique was simple, blunt, and amazingly successful. His ad for Anacin, for example, increased sales from $18 to $54 million in eighteen months. Sophistication and artistry were not a prominent feature of his ads. Many of them, in fact, have been called “the most hated commercials in television history.” But he knew how to sell a product. To be effective an ad had to stick relentlessly to a single theme, focusing on the essentials. Reeves invented a new term: unique selling proposition (USP) to describe his methods. The goal was to make a product stand out from the competition in a way that made sense to consumers. Reeves would find a simple, easily relatable concept and pound it into the head of potential buyers. For this he earned the nickname “The Prince of Hard Sell.” That was all well and good for Anacin, but could this same approach get a candidate elected? Reeves' first attempt took place in 1948.
That year Thomas Dewey was running for president against the incumbent, Harry Truman. Overwhelmingly, political pundits predicted an easy win for Dewey, Reeves was not so sure. He attempted to interest the Republican candidate in a series of campaign ads. He proposed to the nominee that they saturate the swing states in the two or three weeks before the election with short radio or television features that the industry called “spots.” Although the number of television sets in the nation was small, Reeves believed that the strategic use of well-crafted ads placed in critical states or counties could make the difference. The overconfident Dewey turned Reeves’ proposal down flat, “I don’t think it would be dignified,” the candidate remarked. The Republicans lost that November. Later research confirmed Reeves suspicion: the Republican contender had fallen short by just a handful of votes in a few key states.
1952
Four years later, in 1952, having been denied the White House for twenty years, the Republicans were desperate and this time it was Reeves who was asked to help with Eisenhower’s run against the Democratic candidate Adlai Stevenson. Rosser’s chance had come. It took no time for the basic scheme to formulate in his mind; he would “package” Eisenhower just as he did his products; Eisenhower would be the unique item that television viewers needed and Stevenson would be brand X. Reeves understood the audience of the coming image-obsessed age: They would not sit still for a long speech. Instead of a thirty-minute speech by Eisenhower, (who was a mediocre speaker anyway) he would offer a mini drama. Viewers would see Eisenhower’s triumphant arrival, applauded by adoring citizens, some standing on chairs to see the conquering hero. Flags would be everywhere, and then shots of his proud wife Mamie, brief segments from his speech, more wildly cheering crowds, and then the hero’s equally dramatic departure.
But it was another idea, the political spot that would have the greatest impact. The strategy was to deluge the public during the last three weeks of the campaign with short TV broadcasts called “Eisenhower Answers America.” The spots, lasting no more than thirty seconds, catered to a short attention span and did not appeal to depth of knowledge. The ads came straight out of a manual on marketing. To quote one of them; “the art of penetrating a specific market with a high-density campaign and yet using a minimal amount of time and money.” In these spots, an average American citizen would be seen asking a question. The next scene would feature Eisenhower giving a short, pithy reply. Above all, the candidate would speak the language of the average person. But they would not waste money broadcasting them everywhere at once, they would concentrate on only the critical areas, forty-nine counties in twelve states, to be exact.
Spots
The whole scheme almost didn’t come off. When Reeves met with Eisenhower in the summer of 1952 to pitch his idea, the candidate at first resisted. The general failed to see how he could articulate his views in thirty seconds. But when the persuasive Reeves began to describe his television spot concept as “the essence of democracy,” Eisenhower capitulated. Reeves, now working with “Citizens for Eisenhower” set to work. His first task was to sharpen the candidate's image in the minds of the voters. He sat down with a stack of newspaper clippings of Eisenhower speeches and read through them. Ike’s speeches, like his entire campaign, tried to hit every target, like buckshot. There was no clear message. This was against every sound principle of advertising. The mind of the voters could only hold on to one, or at most three, simple messages. Focus on these and then you could hope to penetrate the hearts and minds of the people. Some protested that “you can’t say anything in a fifteen-second speech.” But the virtuoso adman would soon prove that “less is more.” Reeves distilled three “selling points” from Eisenhower’s speeches: he would bring peace through strength, fight communism and clean up corruption. Nor would he have his candidate deliver lengthy orations like the brainy Stevenson. As Reeves later remarked, all anyone could remember of even the greatest speeches in American oratory were a handful of words like “We have nothing to fear but fear itself.” Next, with the help of Reader’s Digest and George Gallup, he conducted surveys of Americans' most prominent fears. Near the top of the list of worries were the issues of war and peace. He could now craft his TV spot to cater to those worries and come up with one, simple, effective slogan; “Eisenhower, Man of Peace.” “Time for a Change,” was the other slogan used.
Now it was time to produce the spots. This proved easier said than done. First off, the Eisenhower campaign would only set aside one day for filming. Reeves had to reduce his vision of fifty spots down to twenty-two. The candidate himself presented a problem, too. In his earlier television appearances Eisenhower came across as wooden and clumsy. The lighting, which hadn’t adjusted for television yet, made him look old. They were working with very primitive equipment and a candidate uncomfortable with the whole process. Reeves wanted Eisenhower to appear without his glasses but the general could not read the prompter board. They adapted by creating a prompter with extra-large letters. Finally things began to click. The initially nervous Eisenhower began to warm up after the first few spots. Things were going so well, in fact, that Reeves coaxed an additional eighteen spots out of the candidate. Once Ike’s footage was complete, Radio City Music Hall was searched for anyone who looked and sounded like a typical American. They directed these “typical Americans” to ask questions that would fit with Eisenhower’s pre-recorded answers. To the television audience it would all look like the questions and answer sessions took place at the same time. The spots, at a cost of $1.5 million, were then to be strategically broadcast in the states that looked close.
The spots start
Beginning in the second week of October, 1952, television viewers began to see the spot in which Eisenhower, looking directly at the camera, candidly fielded questions from ordinary Americans. One spot featured a frustrated woman who complained “You know what things cost today. High prices are driving me crazy!” Eisenhower answered, ‘Yes, my Mamie gets after me about the high cost of living. That’s another reason I say it’s time for a change. Time to get back to an honest dollar and an honest dollar's worth.” In another spot an anxious-looking man flanked by his wife asked “Mr Eisenhower, will we have to fight another war?” Eisenhower calmed his fears while at the same time getting in a jab at the Truman administration, “No, not if we have a sound program for peace. And I’ll add this; we won’t spend hundreds of billions and still not have enough tanks and planes for Korea.” The spots aired in a slot of time between popular shows, when viewership was high. For the next three weeks, just as Rosser Reeves planned, millions of television viewers and radio listeners could not escape the hourly-broadcasted “Eisenhower Answers America.”
Did Reeve’s experiment pass the ultimate test? We cannot credit the television spots too much. The word to describe their impact would be more “helpful” than “decisive.” For a variety of reasons, Eisenhower would most likely have won with or without “Eisenhower Answers America.” Additionally, television viewing of the campaigns was actually relatively low. The Republican Convention only achieved a 36 Hooper rating as opposed to a 62 recorded for I Love Lucy. Even during the height of the campaign, in October, a mere 15% of Americans heard either candidate on television. The fact was, most of the television audience preferred to watch their favorite programs instead of the political ones. But the canny Reeves overcame that obstacle by running his political spots like ads, between popular shows. Viewers would see them whether they wanted to or not, just like a shampoo commercial. On the other hand, many non-voters and normally Democratic voters switched to Ike based on the commercials. They liked what they saw: a likeable, hard-hitting war hero who was down to earth and serious about solving the major problems of the day. It was not until the next election that television became truly critical, but those pioneering ads of 1952 laid the foundation. The possible dangers of the dominance of media advertising on politics were discussed even during the 1952 campaign. Charges of demagoguery and shallowness abounded. But regardless of the dire warnings of critics, the marriage of politics and Madison Avenue was here to stay.
What do you think of the 1952 election commercials? Let us know below.
Now, read Victor’s series on whether it was right to topple William McKinley’s statue in Arcata, California here.
References
Halberstam, David, The Fifties. The Ballantine Publishing Group, 1993.
Kathryn Cramer Brownell, "This Is How Presidential Campaign Ads First Got on TV." Time, August 30, 2016. (online article.) https://time.com/4471657/political-tv-ads-history/
Hollitz, John E. Eisenhower and the Admen: The Television "Spot" Campaign of 1952.”The Wisconsin Magazine of History. Vol. 66, No. 1 [Autumn, 1982], pp. 25-39 (15 pages)
https://www.jstor.org/stable/4635688?read-now=1&seq=1#page_scan_tab_cont ents
“Eisenhower Answers America: The First Political Advertisements on American TV (1952)” Politics,Television | September 28th, 2012. http://www.openculture.com/2012/09/the_first_political_advertisements_on_tv_1952.html
Reeves, Rosser (1910-1984) Ad Age, September 15, 2003.https://adage.com/article/adage-encyclopedia/reeves-rosser-1910-1984/98848
