Best of Political Advertising: It’s Morning Again in America!
It’s morning again in America!
The message is simple, patriotic, and inspirational.
The actual title of this 1984 U. S. Presidential election campaign is Prouder, Stronger, Better, but the opening line It’s morning again in America – inspired the ad’s better known nickname. It’s hard to watch the video and not want to support its candidate; that’s probably why it’s been called one of the most effective campaign ads ever.
The ad, which was a part of the 1984 U.S. Presidential campaign of Republican Party candidate Ronald Reagan. It featured a montage of Americans going to work and a calm, optimistic narration that suggested the improvements to the U.S. economy since 1980 election were due to Reagan policies. The ad asked voters why they would want to return to the pre-Reagan policies of Democrats like his opponent Walter Mondale, who had served as the Vice President under Reagan’s immediate predecessor Jimmy Carter.
Reagan’s 1984 Campaign: Prouder, Stronger, Better
Male Narrator: It’s morning again in America. Today, more men and women will go to work than ever before in our country’s history. With interest rates about half the record highs of 1980s, nearly 2,000 families today will buy new homes, more than at any time in the past four years. This afternoon, 6,500 young men and women will be married. And with inflation at less than half of what it was just four years ago, they can look forward with confidence to the future. It’s morning again in America. And, under the leadership of President Reagn, our country is prouder, and stronger, and better. Why would we ever want to return to where we were less than four short years ago?
Aren’t you inspired enough by the highly persuasive and evocative copy? Can you think of creating campaigns packed with persuasive power such as this for your products?