Morning in America
Encyclopedia
"Morning in America" is the common name of an effective political campaign
television commercial formally titled "Prouder, Stronger, Better" and featuring the opening line "It's morning again in America." The ad was part of the 1984 U.S. presidential campaign of Republican Party
candidate Ronald Reagan
. It featured a montage of images of Americans going to work and a calm, optimistic
narration that suggested the improvements to the U.S. economy
since his 1980 election were due to Reagan's policies and asked voters why they would want to return to the pre-Reagan policies of Democrats like his opponent Walter Mondale
, who had served as the Vice President
under Reagan's immediate predecessor Jimmy Carter
.
The phrase "It's morning again in America" is used both as a literal statement (people are shown going to work) and a metaphor for renewal.
The ad was written and narrated by ad man Hal Riney
, who also wrote and narrated Reagan's resonant "Bear in the woods
" ad (titled "Bear") as well as his "America's Back" ad. To many, his rich, avuncular voice represented wholesomeness and authenticity. The commercial was directed and filmed by John Pytka of Pytka Productions, younger brother to Joe Pytka
, a director himself, producing works such as Space Jam
and Let It Ride
References in media:
Political campaign
A political campaign is an organized effort which seeks to influence the decision making process within a specific group. In democracies, political campaigns often refer to electoral campaigns, wherein representatives are chosen or referendums are decided...
television commercial formally titled "Prouder, Stronger, Better" and featuring the opening line "It's morning again in America." The ad was part of the 1984 U.S. presidential campaign of Republican Party
Republican Party (United States)
The Republican Party is one of the two major contemporary political parties in the United States, along with the Democratic Party. Founded by anti-slavery expansion activists in 1854, it is often called the GOP . The party's platform generally reflects American conservatism in the U.S...
candidate Ronald Reagan
Ronald Reagan
Ronald Wilson Reagan was the 40th President of the United States , the 33rd Governor of California and, prior to that, a radio, film and television actor....
. It featured a montage of images of Americans going to work and a calm, optimistic
Optimism
The Oxford English Dictionary defines optimism as having "hopefulness and confidence about the future or successful outcome of something; a tendency to take a favourable or hopeful view." The word is originally derived from the Latin optimum, meaning "best." Being optimistic, in the typical sense...
narration that suggested the improvements to the U.S. economy
Economic system
An economic system is the combination of the various agencies, entities that provide the economic structure that defines the social community. These agencies are joined by lines of trade and exchange along which goods, money etc. are continuously flowing. An example of such a system for a closed...
since his 1980 election were due to Reagan's policies and asked voters why they would want to return to the pre-Reagan policies of Democrats like his opponent Walter Mondale
Walter Mondale
Walter Frederick "Fritz" Mondale is an American Democratic Party politician, who served as the 42nd Vice President of the United States , under President Jimmy Carter, and as a United States Senator for Minnesota...
, who had served as the Vice President
Vice President of the United States
The Vice President of the United States is the holder of a public office created by the United States Constitution. The Vice President, together with the President of the United States, is indirectly elected by the people, through the Electoral College, to a four-year term...
under Reagan's immediate predecessor Jimmy Carter
Jimmy Carter
James Earl "Jimmy" Carter, Jr. is an American politician who served as the 39th President of the United States and was the recipient of the 2002 Nobel Peace Prize, the only U.S. President to have received the Prize after leaving office...
.
The phrase "It's morning again in America" is used both as a literal statement (people are shown going to work) and a metaphor for renewal.
Details
Full text of the ad:The ad was written and narrated by ad man Hal Riney
Hal Riney
Hal Patrick Riney was an American advertising executive.Founder of Publicis & Hal Riney, Riney was named #30 on the Advertising Age 100 people of the 20th century. He was inducted into the Advertising Hall of Fame in 2001.Riney grew up in Longview, Washington...
, who also wrote and narrated Reagan's resonant "Bear in the woods
Bear in the woods
"There is a bear in the woods" was the opening line of a television commercial for the 1984 U.S. presidential campaign of Republican Party candidate Ronald Reagan. Before the ad was created, the public seemed more comfortable with the way Walter Mondale described how he would negotiate than they...
" ad (titled "Bear") as well as his "America's Back" ad. To many, his rich, avuncular voice represented wholesomeness and authenticity. The commercial was directed and filmed by John Pytka of Pytka Productions, younger brother to Joe Pytka
Joe Pytka
Joe Pytka is a famous American television commercial director and restaurateur. He has directed over 5,000 TV commercials and owned a French Bistro called Bastide that was in operation for over 9 years in the West Hollywood area...
, a director himself, producing works such as Space Jam
Space Jam
Aside from Jordan, a number of NBA players and coaches appeared in the film. Larry Bird portrays a friend of Jordan who joins him for a game of golf. When the Monstars steal the NBA players' talent, they invade a game between the Phoenix Suns and the New York Knicks, causing the Knicks' Patrick...
and Let It Ride
Let It Ride (film)
Let It Ride is a 1989 comedy film. It stars Richard Dreyfuss as a normally unsuccessful habitual gambler who experiences a day in which he wins every bet he places...
Resonance
This advertisement won industry awards and praise from the political and advertising world. Republican strategist Dan Schnur said of Riney's work: "Most political advertising hits viewers over the head, while his work makes just as strong a point but in a less confrontational and a more soothing manner."References in media:
- "Bill Bennett's Morning in America" is the name of prominent conservative and Reagan cabinet member William BennettWilliam BennettWilliam John "Bill" Bennett is an American conservative pundit, politician, and political theorist. He served as United States Secretary of Education from 1985 to 1988. He also held the post of Director of the Office of National Drug Control Policy under George H. W...
's radio talk show, a direct reference to the ad. - In the music documentary film American HardcoreAmerican Hardcore (film)American Hardcore is a documentary directed by Paul Rachman and written by Steven Blush. It is based on the book American Hardcore: A Tribal History also written by Blush. It was released on September 22, 2006 on a limited basis...
, Vic BondiVic BondiVic Bondi is a singer/songwriter and one of the founding members of political Chicago punk band called Articles of Faith. Bondi was originally a protest singer with decidedly leftist views. He went on to form Alloy, and Jones Very after AoF's demise. At the time of AoF's original breakup Bondi was...
, of the band Articles of FaithArticles of Faith (Band)Articles of Faith were a Chicago-based hardcore punk band notable for songwriting in a class above most of their contemporaries . The band's later work, the posthumous In This Life LP in particular, either founds or foreshadows the emo sound...
, expresses the ethos of the 80s American hardcore punkHardcore punkHardcore punk is an underground music genre that originated in the late 1970s, following the mainstream success of punk rock. Hardcore is generally faster, thicker, and heavier than earlier punk rock. The origin of the term "hardcore punk" is uncertain. The Vancouver-based band D.O.A...
movement, presented as opposing Reagan and the mainstream, stating, "Everyone was saying it was morning in America. Someone had to say, 'It's fucking midnight!'" - The OnionThe OnionThe Onion is an American news satire organization. It is an entertainment newspaper and a website featuring satirical articles reporting on international, national, and local news, in addition to a non-satirical entertainment section known as The A.V. Club...
satirised the phrase in its Our Dumb CenturyOur Dumb CenturyOur Dumb Century: The Onion Presents 100 Years of Headlines from America's Finest News Source is a satirical humor book written by the staff of The Onion and published by Three Rivers Press in 1999. The chief editor of the book was Scott Dikkers, with specific sections edited by Robert D. Siegel,...
collection of mocked-up newspaper front pages from the 20th century, with Ronald Reagan announcing in December 1987 that 'It is Late Afternoon in America' and outlining a five point plan to take a nap. - In Back to the Future Part IIBack to the Future Part IIBack to the Future Part II is a 1989 American science fiction comedy film and the second installment of the Back to the Future trilogy. It was directed by Robert Zemeckis, written by Zemeckis and Bob Gale, and starred Michael J. Fox, Christopher Lloyd, Thomas F. Wilson and Lea Thompson...
, in Cafe 1980s, there is a TV screen waiter resembling Ronald Reagan, who welcomes Marty McFly to "Cafe 1980s, where it's always Morning in America. Even in the afterno-no-no-noon!" - In an episode of TV series Mystery Science Theater 3000Mystery Science Theater 3000Mystery Science Theater 3000 is an American cult television comedy series created by Joel Hodgson and produced by Best Brains, Inc., that ran from 1988 to 1999....
, Joel Robinson is attempting to portray Roy RogersRoy RogersRoy Rogers, born Leonard Franklin Slye , was an American singer and cowboy actor, one of the most heavily marketed and merchandised stars of his era, as well as being the namesake of the Roy Rogers Restaurants franchised chain...
after watching a Western-themed short film; however, his impersonation soon devolves into random quotations, one of them being "Well, it's morning in America!" Crow replies, "No, it's not!" - In the episode of the TV series Mad About YouMad About YouMad About You is an American sitcom that aired on NBC from September 23, 1992 to May 24, 1999. The show starred Paul Reiser and Helen Hunt as a newly married couple in New York City. Reiser played Paul Buchman, a documentary film maker. Hunt played Jamie Stemple Buchman, a public relations specialist...
titled The Glue People, as a favor to Jamie, Paul makes a campaign ad for long shot NY mayoral candidate Brockwell entitled It's morning in Central Park. After he sees the ad could sway his friends to consider voting for Brockwell over Giuliani, he eventually regrets making it and compares himself to Leni Riefenstahl the infamous propagantist.
External links
- Morning in America -- link to video on YouTube
- CNN AllPolitics Ad Archive — archive of political ads, including "Bear in the Woods" and "Morning in America"
- "Creating Reagan's image" — the story of how Hal Riney developed the ad campaign
- "Reagan's Paid Political Advertisements, Page Two"
- "Morning in America: The Reagan Election" — background of 1984 election
- Review of the book Morning in America: How Ronald Reagan Invented the 1980s
- Ad Age: "Top 100 Advertising Campaigns" — "Morning in America" is 43.
- USA Today: "Voters in Ohio give political ads a thumbs down" uses "Prouder, Stronger, Better" as an expert's example of an ad that strikes a compelling theme.
- boards magazine: "Why political TV ads suck so hard" cites "Bear" and "Prouder, Stronger, Better" as examples of effective and significant ads in contrast to recent ads.
- ReaganKnight blog includes compilation of links to 1984 'Morning in America' videos.
- Democrats Need 'Conviction Politics' Advocates "Morning in America" type ads for Democrats in 2008.