"Bear", a television commercial known for and often referred to by its opening line "There is a bear in the woods", was created for the 1984 U.S. presidential campaign of Republican Party candidate Ronald Reagan. The commercial featured a grizzly bear wandering through a forest, accompanied by narration suggesting that the bear could be dangerous and that it would be wise to be prepared for that possibility. In the final scene, a man appears and the bear takes a step back. The ad ends with a picture of Reagan and the tagline: "President Reagan: Prepared for Peace."
Without directly mentioning opponent Walter Mondale, defense spending, or the Soviet Union (traditionally symbolized by a bear), the ad suggested that Reagan was better prepared to recognize and deal with threats to global stability. Research by award-winning pollster Richard Wirthlin detected the nation's overriding concern about the Soviet Union and how to communicate the solution through subtlety.
"There is a bear in the woods. For some people, the bear is easy to see. Others don't see it at all. Some people say the bear is tame. Others say it's vicious and dangerous. Since no one can really be sure who's right, isn't it smart to be as strong as the bear? If there is a bear."
The ad was written and narrated by ad man Hal Riney, who also wrote and narrated Reagan's resonant "Morning in America" ad (titled "Prouder, Stronger, Better") as well as his "America's Back" ad. To many, his rich, avuncular voice represented wholesomeness and authenticity. [1]
Initial focus group screenings of the advertisement demonstrated that the audience found its message ambiguous, with some interpreting it as an indictment of environmentalism, others as a criticism of gun control, but the underlying metaphor of "peace through strength" remained strong. [2] The advertisement itself had a very high recall rate amongst viewers, even those who were uncertain of its meaning. [3]
The ad won praise from the political and advertising world. Republican strategist Dan Schnur said of Riney's work: "Most political advertising hits viewers over the head, while his work makes just as strong a point but in a less confrontational and a more soothing manner." [4]
"There is a bear in the woods" continues to be a popular phrase to invoke when a potential problem looms on the horizon, especially in political circles. The ad was copied in the 2004 presidential campaign of Republican George W. Bush in an ad called "Wolves," which sought to draw parallels between terrorists and timber wolves. However, that ad explicitly mentioned terrorism, opponent John Kerry, liberalism, intelligence spending, and "America's defenses." In September 2015, Republican presidential candidate Ted Cruz created an ad titled "Scorpion" with an opening line, "There's a Scorpion in the desert". In the ad Cruz used the image of a scorpion to show the threat Islamic terrorism posed to the United States. This ad was instantly recognized as a copy or an homage to Reagan's. [5] [6] Currently, The Washington Post's PowerPost email newsletter to subscribers, The Daily 202, often uses the phrase, "There still a bear in the woods," to introduce political topics. [7]
Wirthlin's work on the first Reagan campaign, and particularly this ad, earned him the title "Adman of the Year" by Advertising Age and the Washington Post called Wirthlin the "Prince of Pollsters".
William R. Horton, commonly referred to as "Willie Horton", is an American convicted murderer who was the subject of a major political controversy in the 1988 presidential election. Horton had committed violent crimes while on furlough from prison, where he was serving a life sentence without the possibility of parole for murder. Released for a weekend as the beneficiary of a Massachusetts furlough program, he failed to return, and was later recaptured and convicted of committing assault, armed robbery, and rape in Maryland, where he remains incarcerated.
The 2004 presidential campaign of John Kerry, the longtime U.S. senator from Massachusetts, began when he formed an exploratory committee on December 1, 2002. On September 2, 2003, he formally announced his candidacy for the Democratic nomination. After beating John Edwards, Howard Dean, Wesley Clark, and other candidates in the primaries, he became the Democratic nominee, challenging Republican incumbent George W. Bush in the general election. Kerry selected Edwards as his running mate.
"Daisy", sometimes referred to as "Daisy Girl" or "Peace, Little Girl", is an American political advertisement that aired on television as part of Lyndon B. Johnson's 1964 presidential campaign. Though aired only once, it is considered one of the most important factors in Johnson's landslide victory over the Republican Party's candidate, Barry Goldwater, and a turning point in political and advertising history. A partnership between the Doyle Dane Bernbach agency and Tony Schwartz, the "Daisy" advertisement was designed to broadcast Johnson's anti-war and anti-nuclear positions. Goldwater was against the Nuclear Test Ban Treaty and suggested the use of nuclear weapons in the Vietnam War, if necessary. The Johnson campaign used Goldwater's speeches to imply he would wage a nuclear war.
Negative campaigning is the process of deliberately spreading negative information about someone or something to worsen the public image of the described. A colloquial, and somewhat more derogatory, term for the practice is mudslinging.
In political campaigns, an attack ad is an advertisement designed to wage a personal attack against an opposing candidate or political party in order to gain support for the attacking candidate and attract voters. Attack ads often form part of negative campaigning or smear campaigns, and in large or well-financed campaigns, may be disseminated via mass media.
The "Stand By Your Ad" provision (SBYA) of the Bipartisan Campaign Reform Act, enacted in 2002, requires candidates in the United States for federal political office, as well as interest groups and political parties supporting or opposing a candidate, to include in political advertisements on television and radio "a statement by the candidate that identifies the candidate and states that the candidate has approved the communication". The provision was intended to force political candidates running any campaign for office in the United States to associate themselves with their television and radio advertising, thereby discouraging them from making controversial claims or attack ads.
The 2004 United States presidential election was the 55th quadrennial presidential election, held on Tuesday, November 2, 2004. The Republican ticket of incumbent President George W. Bush and his running mate incumbent Vice President Dick Cheney was re-elected to a second term. They narrowly defeated the Democratic ticket of John Kerry, a United States senator from Massachusetts and his running mate John Edwards, a United States senator from North Carolina.
The 2004 United States presidential election in Texas took place on November 2, 2004, and was part of the 2004 United States presidential election. State voters chose 34 representatives, or electors to the Electoral College, who voted for president and vice president.
Arthur Jay Finkelstein was a New York state-based Republican Party (GOP) consultant who worked for conservative and right-wing candidates in the United States, Canada, Israel, Central Europe, and Eastern Europe over four decades.
In politics, campaign advertising is propaganda through the media to influence a political debate and, ultimately, voting. Political consultants and political campaign staff design these ads. Many countries restrict the use of broadcast media to broadcast political messages. In the European Union, many countries do not permit paid-for TV or radio advertising for fear that wealthy groups will gain control of airtime, making fair play impossible and distorting the political debate.
Wirthlin Worldwide was an American political and business consulting firm founded by Richard Wirthlin in 1969. The company specialized in polls and their interpretation. In addition to political consulting, Wirthlin Worldwide also provided research for non-profits and industry, covering topics such as handwashing behavior after using public toilets, post-September 11 charitable giving, the impact of a company's ethical image on consumer purchasing behavior, and preferred methods for purchasing prescription drugs.
"Prouder, Stronger, Better", commonly referred to by the name "Morning in America", is a 1984 political campaign television commercial, known for its opening line, "It's morning again in America." The ad was part of that year's presidential campaign of Republican Party candidate Ronald Reagan. It featured a montage of images of Americans going to work, and a calm, optimistic narration that suggested that the improvements to the U.S. economy since the 1980 election were due to Reagan's policies. It also asked voters why they would want to return to the pre-Reagan policies of Democrats.
Publicis & Hal Riney is an American advertising agency, founded in San Francisco in 1977 by Hal Riney as Hal Riney & Partners. He had previously led the west coast office of Ogilvy & Mather since 1976.
Richard Bitner ("Dick") Wirthlin was a prominent American pollster, who is best known as Ronald Reagan's chief strategist, serving as his political consultant and pollster for twenty years, from 1968 through the end of his presidency. He became a senior adviser and member of Reagan's inner circle and is known to have helped him shape his political message and strategies, both in presidential campaigns and in the White House. Wirthlin also was a general authority of the Church of Jesus Christ of Latter-day Saints and a member of its Second Quorum of the Seventy from 1996 to 2001.
Hal Patrick Riney was an American advertising executive.
Gallup was the first polling organization to conduct accurate opinion polling for United States presidential elections. Gallup polling has often been accurate in predicting the outcome of presidential elections and the margin of victory for the winner. However, it missed some close elections: 1948, 1976 and 2004, the popular vote in 2000, and the likely-voter numbers in 2012. The month section in the tables represents the month in which the opinion poll was conducted. D represents the Democratic Party, and R represents the Republican Party. Third parties, such as the Dixiecrats and the Reform Party, were included in some polls.
Neil Newhouse is an American pollster. He is the co-founder of Public Opinion Strategies, a political survey and polling firm, and was the lead pollster for the unsuccessful presidential campaigns of both John McCain and Mitt Romney against Barack Obama.
The 1988 presidential campaign of George H. W. Bush, the 43rd vice president of the United States under President Ronald Reagan, began when he announced he was running for the Republican Party's nomination in the 1988 U.S. presidential election on October 13, 1987. Bush won the 1988 election against Democratic nominee Michael Dukakis on November 8, 1988. He was subsequently inaugurated as president on January 20, 1989.
In the 1984 United States presidential election, Ronald Reagan and George H. W. Bush were reelected president and vice president over Walter Mondale and Geraldine Ferraro of the Democratic Party.
Richard Gardner Reed was an American advertising agent. A member of the Republican Party, Reed was known for his attack ads against John Kerry during the 2004 United States presidential election, which led to the coining of the term swiftboating.
