1. Unit 3: Post War America
The 1952 Election: Television Advertising as a Campaign Tool
quot;The idea that you can merchandise candidates for high office like breakfast cereal is the ultimate
indignity to the democratic process.quot;
‐‐‐Democratic Candidate Adlai Stevenson, 1956
quot;Television is no gimmick, and nobody will ever be elected to major office again without presenting
themselves well on it.quot;
‐‐‐Television producer and Nixon campaign consultant Roger Ailes, 1968
1

2. Ike for President
After watching several of these campaign spots, what strikes you about the style, performance, and message of
the spots?
Style
Performance
Message
2

3. Stevenson for President
After watching several of these campaign spots, what strikes you about the style, performance, and message of the
spots?
Style
Performance
Message
3

4. In your opinion, who used the medium to a better advantage? Support your statement with specific examples.
4

5. What can we learn about the concerns of the nation in 1952 and the differences in the
candidates from watching these commercials?
5

6. Small Group Activity
In groups of three, chose one ad from 1952 and another ad from 2008.
Compare the ads using the following categories:
• Production Choices
• Style
• Content
• Overall Effect of the commercials
As a group, discuss this question: what do these changes suggest about how the medium itself has evolved?
6

7. 7