https://www.youtube.com/watch?v=BjFFLHky3ds
This campaign video, produced by Roy O. Disney (older brother of Walt Disney), is in support of Republican candidate, Dwight D. Eisenhower, or "Ike", ahead of the 1952 presidential election against Adlai Stevenson of the Democrats.
Eisenhower's nickname "Ike" is repeated throughout the video. This is possibly to show that Eisenhower could appeal to a variety of social groups within the US. The use of nicknames can be associated with the working class, a group from which Eisenhower had the least support, prior to the election. In addition, at the start of the video, Uncle Sam can be seen striding happily along with an "Ike" badge on his chest. This is then followed by a montage, where a number of completely different people, who all have either a balloon, badge or flag saying "Ike", also follow Uncle Sam. There is a farmer, a family with young children, a chef, a fireman, a milkmaid and a clergyman. This aspect of the video reinforces the fact that Eisenhower wanted to appeal to a wide range of Americans. Even if a certain demographic was overlooked, the addition of Uncle Sam, the nickname and symbol of America, suggests that Eisenhower's presidential campaign was focused on the unity of the United States of America, and if you did not vote for him, you were not a true American. The lyrics to the song which is played over the video also support this. "You like Ike, I like Ike, everybody likes Ike for President." These lyrics are repeated throughout the video in an attempt to persuade the viewer that everyone really does want "Ike" to be president.
There are several more subtle aspects of the video, which are important when pondering the historical and political success and context of the campaign. During the chorus that has been previously mentioned, a shot of an elephant with Eisenhower's face on its side is shown. When "everybody likes Ike" is sung, the shot zooms in to focus on Eisenhower's face. Due to his face being placed on an elephant in motion, it appears that Eisenhower's head is nodding to the audience, almost as if to signify his approval of the video and campaign. Nodding also tends to be associated with positivity and saying yes, meaning the American public may have felt they would get a president who would actually represent their interests and needs, rather than their own agendas.
The use of an elephant could also be a connotation of Eisenhower's military repertoire, as the size of the elephant with its erect trunk almost looks as if it could represent a tank. With the USA embroiled in the Cold War by 1952, and specifically the Korean War (1950-1953), Eisenhower wanted to be seen as the strong leader the USA needed to face the Soviet Union, having previously been a General in the Second World War.
There is an element of personal rivalry between Eisenhower's campaign and previous presidents and rivals of the 1952 election. This can be seen when three donkeys are shown sat next to each other. Immediately, the third donkey with glasses jumps out being an obvious depiction of Harry S. Truman, the previous Democratic president. The use of the donkeys appears to be a subtle, humorous way to label Eisenhower's rivals an "ass" (pun definitely intended!). In addition, later in the video, Eisenhower's presidential rival, Stevenson, is seen riding a donkey in the opposite direction from "Washington", where all of Eisenhower's followers were going. This eludes to the fact that the Eisenhower campaign felt like they were in the ascendancy.
The use of the Sun that rises over Washington at the end of the video, creates the feeling of a fresh start and something new. This was crucial for Eisenhower, as Truman had become so unpopular that he couldn't afford to appear like he was merely another Truman, who had placed the USA in he midst of a global conflict.
Finally, this video was made by Disney, at a time when Disney was growing increasingly popular and progressing massively in the media and technological world. This indicates that Eisenhower and his campaign were looking to the future in a positive manner, at a time when a large proportion of the country could only hope the growing tensions with the Soviet Union didn't extend to all out war, and he domestic issues of civil rights didn't lead to a national divide. Eisenhower's campaign video ensured that the people believed that if he were to be elected, he would lead the USA to a brighter and better future.
References:
https://www.youtube.com/watch?v=BjFFLHky3ds
http://www.gallup.com/poll/9451/election-polls-vote-groups-19521956.aspx
http://www.history.com/this-day-in-history/united-states-nicknamed-uncle-sam
http://www.4president.us/tv/tv1952.htm
http://faculty.polytechnic.org/gfeldmeth/chart.korea.html
http://willrabbe.com/microblog/tag/eisenhower
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