Barry Goldwater

====Political advertising====
{{main|Daisy (advertisement)}}
[[File:Daisy (1964).webm|thumb|left|300px|thumbtime=3|"Daisy" advertisement]]

A Democratic campaign advertisement known as [[Daisy (advertisement)|Daisy]] showed a young girl counting daisy petals, from one to ten. Immediately following this scene, a voiceover counted down from ten to one. The child's face was shown as a still photograph followed by images of [[Effects of nuclear explosions|nuclear explosions]] and [[mushroom cloud]]s. The campaign advertisement ended with a plea to vote for Johnson, implying that Goldwater (though not mentioned by name) would provoke a [[nuclear war]] if elected. The advertisement, which featured only a few spoken words and relied on imagery for its emotional impact, was one of the most provocative in American political campaign history, and many analysts credit it as being the birth of the modern style of "[[negative campaigning|negative political ads]]" on television. The ad aired only once and was immediately pulled, but it was then shown many times by local television stations covering the controversy.<ref>{{cite web|url=http://www.livingroomcandidate.org/commercials/1964/peace-little-girl-daisy|title="Daisy" ad |publisher=Livingroomcandidate.org|date=September 7, 1964|access-date=March 3, 2012|archive-url=https://web.archive.org/web/20140426231953/http://www.livingroomcandidate.org/commercials/1964/peace-little-girl-daisy|archive-date=April 26, 2014}}</ref>

Goldwater did not have ties to the [[Ku Klux Klan]] (KKK), but he was publicly endorsed by members of the organization.<ref>{{cite web|last1=Leffler|first1=Warren K.|title=Ku Klux Klan members supporting Barry Goldwater's campaign for the presidential nomination at the Republican National Convention, San Francisco, California, as an African American man pushes signs back|year=1964|url=https://www.loc.gov/pictures/item/2003673964/|publisher=Library of Congress|access-date=August 8, 2015|archive-date=July 8, 2015|archive-url=https://web.archive.org/web/20150708142935/http://www.loc.gov/pictures/item/2003673964/|url-status=live}}</ref><ref>{{cite web|title=1964 Johnson defeats Goldwater for presidency|url=http://www.history.com/this-day-in-history/johnson-defeats-goldwater-for-presidency|website=History|access-date=August 8, 2015|archive-date=September 5, 2015|archive-url=https://web.archive.org/web/20150905153204/http://www.history.com/this-day-in-history/johnson-defeats-goldwater-for-presidency|url-status=live}}</ref> [[Lyndon B. Johnson]] exploited this association during the elections,<ref>{{cite web | title = 1964 Johnson vs. Goldwater | url = http://www.livingroomcandidate.org/commercials/1964/kkk | website = The Living Room Candidate | access-date = August 8, 2015 | archive-date = September 5, 2015 | archive-url = https://web.archive.org/web/20150905075535/http://www.livingroomcandidate.org/commercials/1964/kkk | url-status = live }}</ref><ref>{{cite book | last1 = Diamond | first1 = Edwin | last2 = Bates | first2 = Stephen | title = The Spot: The Rise of Political Advertising on Television | date = 1992 | publisher = MIT Press | isbn = 0262540657 | page = 132 | url = https://books.google.com/books?id=4u_kT51vIBgC&q=%22i%20like%20barry%20goldwater%2C%20he%20needs%20our%20help%22&pg=PA132 | access-date = August 10, 2015 | archive-date = July 26, 2020 | archive-url = https://web.archive.org/web/20200726161433/https://books.google.com/books?id=4u_kT51vIBgC&pg=PA132&q=%22i%20like%20barry%20goldwater%2C%20he%20needs%20our%20help%22 | url-status = live }}</ref><ref>{{cite book|last1=Dallek|first1=Robert|title=Lyndon B. Johnson : Portrait of a President: Portrait of a President|year= 2004|publisher=Oxford University Press|location=New York|isbn=0199728593|page=186|url=https://books.google.com/books?id=0TFhqWP886YC&q=%22i%20like%20barry%20goldwater%2C%20he%20needs%20our%20help%22&pg=PA186|access-date=August 10, 2015|archive-date=July 26, 2020|archive-url=https://web.archive.org/web/20200726161408/https://books.google.com/books?id=0TFhqWP886YC&pg=PA186&q=%22i%20like%20barry%20goldwater%2C%20he%20needs%20our%20help%22|url-status=live}}</ref> but Goldwater barred the KKK from supporting him and denounced them.<ref>{{cite news|last1=Mohr|first1=Charles|title=Goldwater Bars Klan Aid|url=https://www.nytimes.com/1964/08/07/goldwater-bars-klan-aid.html|work=The New York Times|date=August 7, 1964 |access-date=August 10, 2015|archive-date=March 12, 2016|archive-url=https://web.archive.org/web/20160312031142/http://www.nytimes.com/1964/08/07/goldwater-bars-klan-aid.html|url-status=live}}</ref>

Throughout the presidential campaign, Goldwater refused to appeal to racial tensions or backlash against civil rights. After the outbreak of the [[Harlem riot of 1964]], Goldwater privately gathered news reporters on his campaign plane and said that if anyone attempted to sow racial violence on his political behalf, he would withdraw from the presidential race{{Em dash}}even if it was the day before the election.<ref>{{cite book|title=Before the storm : Barry Goldwater and the unmaking of the American consensus|url=https://archive.org/details/beforestormbarry0000perl_k0s0|url-access=registration|last=Perlstein|first= Rick|date=2009|publisher=Nation|isbn=978-1568584126|page=[https://archive.org/details/beforestormbarry0000perl_k0s0/page/396 396]|oclc=938852638}}</ref>

Past comments came back to haunt Goldwater throughout the campaign. He had once called the [[Eisenhower administration]] "a dime-store [[New Deal]]", and the former president never fully forgave him. However, Eisenhower did film a television commercial with Goldwater.<ref>{{citation|title=Living room candidate|year=1964|url=http://www.livingroomcandidate.org/commercials/1964/ike-at-gettysburg|contribution=Ike at Gettysburg|publisher=Goldwater|type=campaign ad|archive-url=https://web.archive.org/web/20131019120627/http://www.livingroomcandidate.org/commercials/1964/ike-at-gettysburg|archive-date=October 19, 2013 }}</ref> Eisenhower qualified his voting for Goldwater in November by remarking that he had voted not specifically for Goldwater, but for the Republican Party.<ref>{{cite book|last1=Polsky|first1=Andrew|title=The Eisenhower Presidency: Lessons for the Twenty-First Century|year= 2015|publisher=Lexington Books|isbn=978-1498522205|pages=33, 296|edition=1st|url=https://books.google.com/books?id=VItCCwAAQBAJ&q=did%20eisenhower%20vote%20for%20goldwater&pg=PA33|access-date=November 22, 2016|archive-date=July 26, 2020|archive-url=https://web.archive.org/web/20200726153537/https://books.google.com/books?id=VItCCwAAQBAJ&pg=PA33&q=did%20eisenhower%20vote%20for%20goldwater|url-status=live}}</ref> In December 1961, Goldwater had told a news conference that "sometimes I think this country would be better off if we could just saw off the Eastern Seaboard and let it float out to sea." That comment boomeranged on him during the campaign in the form of a Johnson television commercial,<ref>{{citation|url=http://www.livingroomcandidate.org/commercials/1964/eastern-seabord|year=1964|title=Living room candidate|contribution=Eastern Seabord|publisher=Johnson|type=campaign ad|archive-url=https://web.archive.org/web/20131020013045/http://www.livingroomcandidate.org/commercials/1964/eastern-seabord|archive-date=October 20, 2013 }}</ref> as did remarks about making [[Social Security (United States)|Social Security]] voluntary,<ref>{{citation|url=http://www.livingroomcandidate.org/commercials/1964/social-security|contribution=Social Security|publisher=Johnson|type=campaign ad|year=1964|title=Living room candidate|archive-url=https://web.archive.org/web/20131020013320/http://www.livingroomcandidate.org/commercials/1964/social-security|archive-date=October 20, 2013 }}</ref> and statements in [[Tennessee]] about selling the [[Tennessee Valley Authority]], a large local New Deal employer.<ref>{{cite news|last1=Sabato|first1=Larry|title=How Goldwater Changed Campaigns Forever|url=http://www.politico.com/magazine/story/2014/10/barry-goldwater-lasting-legacy-112210_Page3.html|access-date=November 22, 2016|issue=October 27, 2014|publisher=Politico|date=October 27, 2014|archive-date=November 15, 2018|archive-url=https://web.archive.org/web/20181115202659/https://www.politico.com/magazine/story/2014/10/barry-goldwater-lasting-legacy-112210_Page3.html|url-status=live}}</ref>

The Goldwater campaign spotlighted [[Ronald Reagan]], who appeared in a campaign ad.<ref>{{cite web|url=http://www.livingroomcandidate.org/commercials/1964/ronald-reagan|publisher=Goldwater|type=ad|title=The Living Room Candidate – Commercials – 1964 – Ronald Reagan|date=September 7, 1964|access-date= March 3, 2012|archive-url=https://web.archive.org/web/20131020013734/http://www.livingroomcandidate.org/commercials/1964/ronald-reagan|archive-date=October 20, 2013}}</ref> In turn, Reagan gave a stirring, nationally televised speech, "[[A Time for Choosing]]", in support of Goldwater.<ref>{{citation|first=Ronald|last=Reagan|url=http://www.americanrhetoric.com/speeches/ronaldreaganatimeforchoosing.htm|title=A Time for Choosing|type=televised address on behalf of Barry Goldwater|date=October 27, 1964|place=Los Angeles, CA|archive-url=https://web.archive.org/web/20140214035102/http://www.americanrhetoric.com/speeches/ronaldreaganatimeforchoosing.htm|archive-date=February 14, 2014}}</ref>