CBS Evening News for Wednesday, Feb 08, 1984
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(Studio) Report introduced
REPORTER: Dan Rather
(Manchester, New Hampshire) Role of television commercials in American pols. examined; commercials for Franklin Roosevelt, Dwight Eisenhower, Adlai Stevenson, Barry Goldwater, John Kennedy shown. Amt. spent by 1984 cands. for television ads noted. [Prof. Robert MEADOW - cites importance of television to cands.] Press conf's. to present new commercials noted called by campaign staffs of Alan Cranston, Gary Hart noted. [WOMAN - thinks Hart has more charisma.] [Jerry BROWN - claims television commercials affect cand.'s poll standing.] Charles Guggenheim's past role in political campaign commercials recalled; several of his creations shown. [GUGGENHEIM - believes such ads are sick; explains.] Roles of Mondale aide Roy Spence, Glenn aide David Sawyer, Cranston aide Neal Oxman and Hart's associate Ray Strother noted. [Carter television adviser Gerald RAFSHOON - claims voters receive more information on cands.' positions from television commercials than news.] [Association of Advertising Agencies Len MATTHEWS - wants someone to control cands. on TV.] British system provided cands. explained. [BROWN - feels government process has been turned into fish market] [GUGGENHEIM - agrees.]
REPORTER: Bob Schieffer
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