By: Jamie Dodson

The 1964 Election

Lyndon B. JohnsonDemocrat Incumbent

Barry GoldwaterRepublicanSenator from Arizona

VS.

CURRENT ISSUES

The economy was in good standing from President Kennedy, but the issues that were of concern to the voters mainly included…

Civil Rights

Social programs

And the Vietnam War

LYNDON B. JOHNSONA N D H I S S T A N D O N T H E S E I S S U E S

Johnson held the positions of Representative, Senator, Vice-President,

and President, causing him to be one of only four people who have held all four elected federal offices of the United States

He was John F. Kennedy’s Vice-President and toke office of the President about a year before this election (after the assassination of President John F. Kennedy)

He was associated with Kennedy’s popularity which gained him a lot of support

LYNDON B. JOHNSON

Johnson promised to continue Kennedy’s work and also work to implement “The Great Society” which was his vision for America

He believed in “ending the war on poverty” as well as putting an end to racism

• He continued what President Kennedy started by advocating the passage of the Civil Rights Act of 1964 which would end major forms of discrimination like racial segregation in schools, workplaces, and public places.

Wanted little involvement in the Vietnam War

Encouraged social programs, such as social security

BARRY GOLDWATERA N D H I S S T A N D O N T H E S E I S S U E S

Served as a five term United States Senator from Arizona

Known for his extreme right-winged ideology

During this time the Republican Party was strongly split in half between the super conservative wing and the more modern/liberal wing. Goldwater refused to take more moderate views and therefore loss a lot of support from many Republicans because of this split and his strong right winged opinions.

BARRY GOLDWATERA N D H I S S T A N D O N T H E S E I S S U E S

Advocated for the strategical use of nuclear weapons in the Vietnam war

Believed Social Security should not be mandatory

Opposed a lot of the Civil Rights legislation

THE MEDIA

The media had a large influence in the opinions of viewers and the outcome of this election

Johnson’s incumbency, in which the economy was left in a good state, and the still present sorrow for Kennedy’s lost made Johnson a favorite among the people and even media

The media emphasized the strong lead Johnson had over Goldwater which was analyzed to have encouraged undecided/independent voters not to vote since the winner seemed already established.

THE MEDIA Goldwater’s main focus in advertisements was “defense”. He continually

aired

television commercials which responded to accusations against him or statements he made that needed to be clarified.

This actually turned out to have a negative effect on his campaign because it

constantly reminded the public of his downfalls and criticisms and made him appear weak.

Johnson worked to portray his opponent as an extremist with impulsive behavior (who could even be considered dangerous) and gain the votes of the more moderate Republicans as shown by this commercial…

THE DAISY AD One of the most famous, impacting, and controversial political campaign

attack ads

http://www.youtube.com/watch?v=dDTBnsqxZ3k&feature=related

The Johnson Campaign used the juxtaposition of a sweet innocence little girl to the harsh and scary movements of violence to play on the publics fear of nuclear weapons and war.

The desired effect was to depict candidate Goldwater as a president who would run on impulse and too easily start war, especially war with nuclear weapons, in contrast to a careful president Johnson. Without even mentioning Goldwater, or quoting him, the ad clearly got across the message of Goldwater being a danger to America.

CAMPAIGN SLOGANS

“The stakes are too high for you to stay at home.” -JohnsonThis slogan came about as part of

emphasizing Goldwater as an extremist and a danger to the public with his opinions of nuclear weapons.

“In your heart you know he’s right.” -Goldwater Established to counteract the criticism he

faced along with his negative publicity, and relate to ordinary Americans.

CAMPAIGN SLOGANS

In addition, Johnson

featured another slogan making fun of Goldwater’s which was…

And the

Victory

goes to…

President Lyndon B. Johnson by a landslide.

RESULTSLyndon B. Johnson won 44 out of the 50 states with a large majority popularity vote of 61.1%.

Barry Goldwater only won 6 states with a popularity vote of 38.5%.

Goldwater only won his home

state, Arizona, and five southern

states who voted this way because they

did not agree with the Civil Rights Act.

It was one of the most crushing

victories in the United

States history of elections.