The year two thousand eight is one of special historical significance to the citizens of the United States. For the first time ever an African-American has been elected president. During the campaign leading up to Barack Obama’s victory on November 4th, a campaign race of hugely improbable proportions took place. In this marathon were many competitors including a man peering dangerously over the parapet of dotage, a first term mayor turned governor from Alaska that is neither elderly nor a man, and a seasoned senate veteran of foreign policy with the brightest smile anywhere. The marathon was often times characterized by criticism and support of many of the candidate’s financial decisions – most notably the refusal of public financing on part of the Democratic candidates. The manifestation of these fiscal decisions was nowhere more evident to American’s than on the television, where campaign advertisements flooded airways and living rooms. The voters this year were influenced, inspired, enraged, and enchanted by these advertisements; such was also the case in the 1950’s.
Historians often times use the metaphor of a camera’s lens to apply knowledge of yesterday to understand today. By looking at today’s election, through a camera’s lens manufactured of the glass elements of the 1950’s, one is better equipped to understand the nature of American politics on television.
The 1950’s were a decade of peace and prosperity for the United States. They came to personify the tireless American spirit in a world recovering from one of the greatest travesties in recent history, World War II. Politically the 1950’s were an era of conservatism, for the election of Dwight D. Eisenhower in 1952 marked the first republican to take the White House since Herbert Hoover left office during the depression. The president wasn’t all that was changing in the fifties though, a culture of fear with a seemingly insatiable appetite for consumption cared about new things: technology, television. American’s were eager to be persuaded by the glitz and glamour, ready to consume. Harland Cleveland, executive editor of the Reporter commented, “we’re selling the president like toothpaste.” Do the campaign television advertisements of the elections of 1952 and 1956 reflect the gloss of American life during that era? This question is best understood from three points of view, or focal lengths. A zoom camera lens is able to look at subjects in three different ways: wide-angle, telephoto, and macro. Each of these lengths has a particular purpose photographically: landscapes, portraits, and details. Historically campaign advertisement can be studied in a similar fashion: the issues, the representation of each candidate, and the format. The issues provide a social and cultural context for the politics of the time, a wide-angle landscape. The representation of each candidate varies from advertisement to advertisement, but nevertheless portray a particular agenda or emotion, this is similar to a headshot portrait at a telephoto range. Thirdly, when the format of advertisements is examined, the macro details reveal a truly intuitive view inside American life in the 1950’s. Through a historical zoom lens, one will discover the sentiments of American life that are manifest in campaign advertisements.


