Morning in America

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"Morning in America" is the common name of a 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 as they would in the morning), and as a metaphor for renewal.

Details[edit]

Full text of the ad:

It's morning again in America. Today more men and women will go to work than ever before in our country's history. With interest rates at about half the record highs of 1980, nearly 2,000 families today will buy new homes, more than at any time in the past four years. This afternoon 6,500 young men and women will be married, and with inflation at less than half of what it was just four years ago, they can look forward with confidence to the future. It's morning again in America, and under the leadership of President Reagan, our country is prouder and stronger and better. Why would we ever want to return to where we were less than four short years ago?

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.[1] Bernie Vangrin of Hal Riney & Partners was the Art Director of the ad, which was directed and filmed by John Pytka of Levine/Pytka Productions.

Resonance[edit]

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." [2]

References in media:

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