In his 1952 presidential campaign ad, Dwight D. Eisenhower attempts to convey to the public an image of himself as a nominee beloved by all who is being taken to the presidency by the adoring public. Using repeating animation cycles and catchy music, Eisenhower in this ad attempts to not only appeal to voters using this up beat happy image, but also places some of his political opponents in direct contrast to that happy beloved characterization of himself. The animated ad opens with the singers repeating the phrase “Ike for president”, as if to clearly state the purpose of this ad. Then the ad transitions into the happy catchy song set to images of crowds of people marching to the right of the screen. We see Uncle Sam, a traditional cartoon figure ordinarily used as a manifestation of American patriotic emotions, marching happily across the screen with an Ike pin on his lapel to show his support. We see an elephant draped with a banner on which is a cute caricature of the nominee, banging with his tail on a marching drum which drags behind him, invigorating and providing rhythm for the crowds of marching Ike supporters as the singers call for us to hang out the banners and beat the drums. Crowds which include cowboys, chefs, and railroad workers. This eclectic gathering of people meant to represent Americans from all walks of life uniting under the literal Ike banners that they carry.
This idea of universal support for Ike is further developed throughout the video. We see a presumed farmer driving a tractor with an Ike flag on the back. A married couple pushing a baby stroller, the baby inside of which is carrying an Ike balloon. Even the dog that trails behind them has an Ike flag attached to his tail. All while the music repeats the line “you like Ike, I like Ike, everybody likes Ike.” All while marching towards the right side of the screen, the side traditionally associated with the Republican Party and right wing politics. We are also briefly shown three donkeys, the donkey being the symbol of the Democratic Party, as the singers sing “We don’t want John or Dean or Harry.” This is clearly a reference to his political rivals at the time John Sparkman, Dean Acheson, and Harry Truman. As the crowds keep marching forward the background switches from a bright day landscape to a night time one, showing the crowds commitment to the case that would carry them forward day and night. As the night panel streams in we are also treated to the sight of a shadowy figure in the background once again riding a donkey going left in opposite direction to the crowd. While the singers make the message clear by singing “we’ve got to get where we are going, travel day and night for president. But Adlai goes the other way. We’ll all go with Ike.” The Adlai referenced in the lyrics, also most likely the person meant to be depicted by the background shadowy figure, is Adlai Stevenson, Eisenhower’s democratic opponent. And as the parade of citizens finally reaches their destination, Washington, a bright sun rises over the dome of the white house with the word Ike in the center of it, illuminating the land in bright sunshine.
Everything from the marching crowds, the Ike banners and flags all culminating in Ike himself, in the form of a shining sun, rising over the white house, down to the repeated lyric “I like Ike”, which would later become his campaign slogan, paints him as a candidate of the people. The song’s repeated use of “we” and “let’s” at no point focuses on the role that Ike has to play. Even when disparaging his political opponents, the lyrics are “Let’s do that big job right”, not he. There is a very clear lack of emphasis on himself. This is most likely related to the history behind his candidacy. In this video the idea conveyed to us is that the one most fit for the presidency is clearly the one most beloved and supported by the people.