1964: A Year of Political and Global Tensions

Contextual Background

• The year is 1964, shortly after JFK's assassination.
• Cold War tensions are high; nuclear war looms as a significant fear.
• Lyndon B. Johnson (LBJ) is the incumbent president, opposed by Republican Barry Goldwater in the election year.
• Television becomes widespread in American homes; only three major networks exist.
• The Cuban Missile Crisis is a recent memory, and the U.S. is increasingly involved in Vietnam's civil war, part of the larger Cold War conflict.

Barry Goldwater's Perception

• Viewed as hawkish on nuclear weapons.
• Suggested tactical nuclear weapons use against North Vietnam.
• Advocated for military generals to make launch decisions rather than the president.
• Campaign slogan: "In your heart, you know he's right."

Lyndon B. Johnson's Campaign Strategy

• Counter slogan: "In your guts, you know he's nuts."
• Wanted to portray Goldwater as a reckless warmonger.

Daisy Ad Overview

• Aired on September 7, 1964, at 9:50 p.m. during "David and Sheba."
• Aimed at parents and older siblings, as children were likely asleep.
• Only aired once; rebroadcasted due to controversy.

Ad Content

• Opens with a young girl counting inaccurately (unscripted innocence).
• Freeze frame and zoom into her pupil transitions to nuclear test footage.
• Ends with LBJ's voiceover emphasizing the risk of nuclear war.
• Rhetorical antithesis used in the message: "We must either love each other or we must die."

Public Reaction and Impact

• Controversial, accused by Walter Cronkite of crossing a line.
• Goldwater called it "a disgrace to the political process."
• Despite backlash, considered a success, contributing to Johnson's landslide victory.

Creative Decisions and Psychological Impact

• Used real images and authentic child behavior to enhance emotional setup.
• Unique sound design: birds chirping, countdown, explosion.
• Designed to create psychological whiplash and tap into subconscious fears.
• Effective at bypassing rational thought and engaging on a subliminal level.

Legacy and Cultural Significance

• Revealed the persuasive power of visual storytelling in short-form TV spots.
• Daisy stands as a significant story in media history for its psychological impact and political influence.
• Highlights the power of storytelling and the role of advertisers as master persuaders.

Conclusion

• The Daisy ad showcases the profound impact of advertising on public perception and political outcomes.
• Marks a turning point in recognizing the influence of visual media in shaping cultural and political narratives.