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Campaign 1984 / Reagan Campaign #295987

CBS Evening News for Wednesday, Mar 21, 1984
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(Studio) Report introduced
REPORTER: Dan Rather

(DC) Reluctance of advertising agencies to accept President Reagan's reelec. account examined. [Ad executive Jerry DELLA FEMINA - notes time and economy factor for ad agency in accepting political cand.] 1980 Reagan commercial shown. [Michael DEAVER - feels 1984 campaign will differ from that in 1980; explains.] [Media adviser Robert GOODMAN - notes cardinal principle of his professor] [Democrat political consultant Bob SQUIER - fears jingles will replace substance in political ads.] Cands.' exploitation of Wendy's commercial, "Where's the beef?" line, noted. [MONDALE - paraphrases commercial.] [SQUIRE - cites Mondale's slogans as example] [Commercial producer Joseph SEDELMAIER - explains his refusal to produce political ads.] Importance of political advertising in United States pols. now considered. [SQUIRE - suggests drawing contrast.] [DELLA FEMINA - notes Abraham Lincoln would need good ad agency to be elected today.]
REPORTER: Bill Plante

Plante, Bill;
Rather, Dan

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