1964 United States presidential election in the context of "Rockefeller Republican"

Ronald Wilson Reagan (February 6, 1911 – June 5, 2004) was an American politician and actor who served as the 40th president of the United States from 1981 to 1989. A member of the Republican Party, he became an important figure in the American conservative movement. The period encompassing his presidency is known as the Reagan era.

Born in Tampico, Illinois, Reagan graduated from Eureka College in 1932 and was hired the next year as a sports broadcaster in Iowa. In 1937, he moved to California where he became a well-known film actor. During his acting career, Reagan was president of the Screen Actors Guild twice from 1947 to 1952 and from 1959 to 1960. In the 1950s, he hosted General Electric Theater and worked as a motivational speaker for General Electric. During the 1964 presidential election, Reagan's "A Time for Choosing" speech launched his rise as a leading conservative figure. After being elected governor of California in 1966, he raised state taxes, turned the state budget deficit into a surplus and implemented crackdowns on university protests. Following his loss to Gerald Ford in the 1976 Republican Party presidential primaries, Reagan won the Republican Party's nomination and then obtained a landslide victory over President Jimmy Carter in the 1980 presidential election.

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.

In both the United Kingdom and Ireland, paid advertisements are forbidden, though political parties are allowed a small number of party political broadcasts in the run-up to election time. The United States has a very free market for broadcast political messaging. Canada allows paid-for political broadcasts but requires equitable access to the airwaves.

Lyndon Baines Johnson (/ˈlɪndən ˈbeɪnz/; August 27, 1908 – January 22, 1973), also known as LBJ, was the 36th president of the United States, serving from 1963 to 1969. He became president after the assassination of John F. Kennedy, under whom he had served as the 37th vice president from 1961 to 1963. A Southern Democrat, Johnson previously represented Texas in Congress for over 23 years, first as a U.S. representative from 1937 to 1949, and then as a U.S. senator from 1949 to 1961.

Born in Stonewall, Texas, Johnson worked as a teacher and a congressional aide before winning election to the U.S. House of Representatives in 1937. In 1948, he was controversially declared the winner in the Democratic primary for the U.S. Senate election in Texas before winning the general election. He became Senate majority whip in 1951, Senate Democratic leader in 1953 and majority leader in 1954. Senator Kennedy bested Johnson and his other rivals for the 1960 Democratic presidential nomination before surprising many by offering to make Johnson his vice presidential running mate. The Kennedy–Johnson ticket won the general election. Vice President Johnson assumed the presidency in 1963, after President Kennedy was assassinated. The following year, Johnson won reelection to the presidency in a landslide, winning the largest share of the popular vote for the Democratic Party in history, and the highest for any candidate since the advent of widespread popular elections in the 1820s.

"Daisy", sometimes referred to as "Daisy Girl" or "Peace, Little Girl", is a controversial 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.

The commercial begins with three-year-old Monique Corzilius standing in a meadow, picking the petals of a daisy as she counts from one to ten incorrectly. After she reaches "nine", she pauses, and a booming male voice is heard counting the numbers backward from "ten", in a manner similar to the start of a missile launch countdown. A zoom of the video still concentrates on the girl's right eye until her pupil fills the screen, which is then replaced by the flash and sound of a nuclear explosion. A voice-over by Johnson states emphatically:

Barry Morris Goldwater (January 2, 1909 – May 29, 1998) was an American politician and major general in the Air Force Reserve who served as a United States senator from 1953 to 1965 and 1969 to 1987, and was the Republican Party's nominee for president in 1964.

Goldwater was born in Phoenix, Arizona, where he helped manage his family's department store. During World War II, he flew aircraft between the U.S. and India. After the war, Goldwater served in the Phoenix City Council. In 1952, he was elected to the U.S. Senate, where he rejected the legacy of the New Deal and, along with the conservative coalition, fought against the New Deal coalition. Goldwater also challenged his party's moderate to liberal wing on policy issues. He supported the Civil Rights Acts of 1957 and 1960 and the 24th Amendment to the U.S. Constitution but opposed the Civil Rights Act of 1964, disagreeing with Title II and Title VII. In the 1964 U.S. presidential election, Goldwater mobilized a large conservative constituency to win the Republican nomination, but then lost the general election to incumbent Democratic president Lyndon B. Johnson in a landslide.

Henry Cabot Lodge Jr. (July 5, 1902 – February 27, 1985) was an American diplomat and politician who represented Massachusetts in the United States Senate and served as United States Ambassador to the United Nations in the administration of President Dwight D. Eisenhower. In 1960, he was the Republican nominee for Vice President. Lodge later served as a diplomat in the administrations of Kennedy, Johnson, Nixon, and Gerald Ford. Lodge was a presidential contender in the 1964 primary campaign.

Born in Nahant, Massachusetts, Lodge was the grandson of Senator Henry Cabot Lodge and the great-grandson of Secretary of State Frederick Theodore Frelinghuysen. After graduating from Harvard University, Lodge won election to the Massachusetts House of Representatives. He defeated Democratic governor James Michael Curley in 1936 to represent Massachusetts in the United States Senate. He resigned from the Senate in 1944 to serve in Italy and France during World War II. Lodge remained in the Army Reserve after the war and eventually rose to the rank of major general. In 1946, Lodge defeated incumbent Democratic Senator David I. Walsh to return to the Senate.

Lyndon B. Johnson's tenure as the 36th president of the United States began on November 22, 1963, upon the assassination of President John F. Kennedy, and ended on January 20, 1969. He had been vice president for 1,036 days when he succeeded to the presidency. Johnson, a Democrat from Texas, ran for and won a full four-year term in the 1964 presidential election, in which he defeated Republican nominee Barry Goldwater in a landslide. Johnson withdrew his bid for a second full term in the 1968 presidential election because of his low popularity. Johnson was succeeded by Republican Richard Nixon, who won the election against Johnson's preferred successor, Hubert Humphrey. His presidency marked the high point of modern liberalism in the 20th century United States.

Johnson expanded upon the New Deal with the Great Society, a series of domestic legislative programs to help the poor and downtrodden. After taking office, he won passage of a major tax cut, the Clean Air Act, and the Civil Rights Act of 1964. After the 1964 election, Johnson passed even more sweeping reforms. The Social Security Amendments of 1965 created two government-run healthcare programs, Medicare and Medicaid. The Voting Rights Act of 1965 prohibits racial discrimination in voting, and its passage enfranchised millions of Southern African-Americans. Johnson declared a "war on poverty" and established several programs designed to aid the impoverished. He also presided over major increases in federal funding to education and the end of a period of restrictive immigration laws.