Morning in America

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"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 that 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. It ends with a picture of Reagan and the tagline "Ronald Reagan — Leadership That's working."

It is generally considered one of the most effective political campaign ads ever, mainly for its simple, optimistic message. ^{[citation needed]} The phrase "It's morning again in America" is used both as a literal statement (people are shown going to work) and to bring to mind other common sayings such as "a new day has dawned" and "wake up and smell the coffee."

1 Details
2 Resonance
3 See also
4 External links

[edit] Details

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 and inflation down, more people are buying new homes, and our new families can have confidence in the future. America today is prouder and stronger and better. Why would we 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]

[edit] 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.""Creating Reagan's image"

"Bill Bennett's Morning in America" is the name of prominent conservative William Bennett's radio talk show, a direct reference to the ad.

"It's morning [again] in America" continues to be a popular phrase to invoke when a situation has changed for the better or when a situation should be changed for the better. Ironically, this is essentially the opposite of its original meaning, which sought to assure voters that the economic situation was good and no change (to the presidency) should be made.