Editing Barry Goldwater (section)

===General election campaign===
[[File:President Johnson and Senator Goldwater.jpg|thumb|President [[Lyndon B. Johnson]] with Senator Goldwater, January 16, 1964]]

After securing the Republican presidential nomination, Goldwater chose his political ally, [[Republican National Convention|RNC]] Chairman [[William E. Miller]] to be his running mate. Goldwater joked he chose Miller because "he drives Johnson nuts".<ref name="Perlstein">{{cite book |first=Rick |last=Perlstein |url=https://books.google.com/books?id=DG3BE0C0VkAC&pg=PA389 |title=Before the Storm: Barry Goldwater and the Unmaking of the American Consensus |year=2002 |page=389 |publisher=PublicAffairs |isbn=978-0786744152 |via=[[Google Books]] |access-date=January 5, 2022 |archive-date=January 5, 2022 |archive-url=https://web.archive.org/web/20220105174419/https://books.google.com/books?id=DG3BE0C0VkAC&pg=PA389 |url-status=live }}</ref> In choosing Miller, Goldwater opted for a running mate who was ideologically aligned with his own conservative wing of the Republican party. Miller [[Ticket balance|balanced the ticket]] in other ways, being a practicing Catholic from the East Coast.<ref name="Perlstein"/> Miller had low name recognition<ref name="Perlstein"/> but was popular in the Republican party and viewed as a skilled political strategist.<ref name="Spurned">{{cite news |last=Weaver |first=Warren Jr |date=September 6, 1964 |title=Miller Spurned the Usual Road to Political Advancement |url=https://timesmachine.nytimes.com/timesmachine/1964/09/06/118536966.html?pageNumber=44 |work=[[The New York Times]] |location=New York, NY |via=[[The New York Times#TimesMachine|Times Machine]] |access-date=January 5, 2022 |archive-date=June 19, 2022 |archive-url=https://web.archive.org/web/20220619194249/https://timesmachine.nytimes.com/timesmachine/1964/09/06/118536966.html?pageNumber=44 |url-status=live }}</ref>

Former U.S. senator [[Prescott Bush]], a [[Moderate Republicans (United States, 1930s–1970s)|moderate Republican]] from [[Connecticut]], was a friend of Goldwater and supported him in the general election campaign.

Future chief justice of the United States and fellow Arizonan [[William H. Rehnquist]] also first came to the attention of national Republicans through his work as a legal adviser to Goldwater's presidential campaign. Rehnquist had begun his law practice in 1953 in the firm of [[Denison Kitchel]] of Phoenix, Goldwater's national campaign manager and friend of nearly three decades.<ref>{{cite news|url=https://www.latimes.com/archives/la-xpm-2002-oct-24-me-kitchel24-story.html|title=Denison Kitchel, 94; Ran Goldwater's Presidential Bid|date=October 24, 2002|first=Dennis|last=McLellan|work=[[Los Angeles Times]]|access-date=June 2, 2013|url-status=live|archive-url=https://web.archive.org/web/20131106065221/http://articles.latimes.com/2002/oct/24/local/me-kitchel24|archive-date=November 6, 2013}}</ref>

Goldwater's advocacy of active interventionism to prevent the spread of communism and defend American values and allies led to effective counterattacks from [[Lyndon B. Johnson]] and his supporters, who said that Goldwater's militancy would have dire consequences, possibly even nuclear war. In a May 1964 speech, Goldwater suggested that nuclear weapons should be treated more like conventional weapons and used in [[Vietnam War|Vietnam]], specifically that they should have been used at [[Dien Bien Phu]] in 1954 to defoliate trees.<ref>{{cite journal |title=Nuclear Weapons and the Vietnam War |url=http://www.watsoninstitute.org/pub/vietnam_weapons.pdf |last=Tannenwald |first=Nina |s2cid=153628491 |journal=The Journal of Strategic Studies |volume=29 |issue=4 |year=2006 |pages=675–722 |doi=10.1080/01402390600766148 |archive-url=https://web.archive.org/web/20131101174405/http://www.watsoninstitute.org/pub/vietnam_weapons.pdf |archive-date=November 1, 2013 |url-status=dead |access-date=May 8, 2013 }}</ref> Regarding Vietnam, Goldwater charged that Johnson's policy was devoid of "goal, course, or purpose," leaving "only sudden death in the jungles and the slow strangulation of freedom".<ref>Matthews 2002</ref> Goldwater's rhetoric on nuclear war was viewed by many as quite uncompromising, a view buttressed by off-hand comments such as, "Let's lob one into the men's room at the [[Moscow Kremlin|Kremlin]]."<ref>{{cite magazine |magazine=Harper's Magazine |url=http://www.mindfully.org/Reform/2004/Republican-Propaganda1sep04.htm|archive-url=http://arquivo.pt/wayback/20091012003831/http://www.mindfully.org/Reform/2004/Republican-Propaganda1sep04.htm|title=Tentacles of Rage: The Republican propaganda mill, a brief history|author=Lapham, Lewis H. |volume=309|issue=1852|date= September 2004 |archive-date=October 12, 2009}}</ref> He also advocated that field commanders in Vietnam and Europe should be given the authority to use [[tactical nuclear weapon]]s (which he called "small conventional nuclear weapons") without presidential confirmation.<ref>{{cite magazine |url=https://books.google.com/books?id=rUwEAAAAMBAJ&pg=PA11-IA1 |title=Our Defense: a Crucial Issue for Candidates |magazine=Life |date=September 25, 1964 |page=11 |access-date=March 3, 2012 |archive-date=May 24, 2021 |archive-url=https://web.archive.org/web/20210524183100/https://books.google.com/books?id=rUwEAAAAMBAJ&pg=PA11-IA1 |url-status=live }}</ref>

[[File:1964 Barry Goldwater bumper sticker.jpg|thumb|1964 presidential campaign bumper sticker representing the Goldwater surname as Au = gold and H<sub>2</sub>O = water]]

Goldwater countered the Johnson attacks by criticizing the administration for its perceived ethical lapses, and stating in a commercial that "we, as a nation, are not far from the kind of moral decay that has brought on the fall of other nations and people.... I say it is time to put conscience back in government. And by good example, put it back in all walks of American life." Goldwater campaign commercials included statements of support by actor [[Raymond Massey]]<ref>{{cite web|url=http://www.livingroomcandidate.org/commercials/1964/raymond-massey |title=Goldwater ad |publisher=Livingroomcandidate.org |date=September 7, 1964 |access-date=March 3, 2012|archive-url=https://web.archive.org/web/20131020013322/http://www.livingroomcandidate.org/commercials/1964/raymond-massey |archive-date=October 20, 2013 }}</ref> and moderate Republican senator [[Margaret Chase Smith]].<ref>{{cite web|url=http://www.livingroomcandidate.org/commercials/1964/senator-margaret-chase |title=Goldwater ad |publisher=Livingroomcandidate.org |date=September 7, 1964 |access-date=March 3, 2012|archive-url=https://web.archive.org/web/20131020013323/http://www.livingroomcandidate.org/commercials/1964/senator-margaret-chase |archive-date=October 20, 2013 }}</ref>

Before the 1964 election, ''[[Fact (U.S. magazine)|Fact]]'' magazine, published by [[Ralph Ginzburg]], ran a special issue titled, "The Unconscious of a Conservative: A Special Issue on the Mind of Barry Goldwater". The two main articles contended that Goldwater was mentally unfit to be president. The magazine supported this claim with the results of a poll of board-certified psychiatrists. ''Fact'' had mailed questionnaires to 12,356 psychiatrists, receiving responses from 2,417, of whom 1,189 said Goldwater was mentally incapable of holding the office of president. Most of the other respondents declined to diagnose Goldwater because they had not clinically interviewed him but said that, although not psychologically unfit to preside, Goldwater would be negligent in the role.<ref>{{cite news|author=Richard A. Friedman |title=How a Telescopic Lens Muddles Psychiatric Insights |url=https://www.nytimes.com/2011/05/24/health/views/24mind.html |newspaper=[[The New York Times]] |date=May 23, 2011 |access-date=May 24, 2011 |archive-url=https://web.archive.org/web/20140401085816/http://www.nytimes.com/2011/05/24/health/views/24mind.html |archive-date=April 1, 2014 |url-status=live  |author-link=Richard A. Friedman }}</ref><ref>{{cite magazine|url=http://www.time.com/time/magazine/article/0,9171,838361,00.html |title=Libel: Fact, Fiction, Doubt & Barry |magazine=Time |date=May 17, 1968 |access-date=March 3, 2012 |archive-url=https://web.archive.org/web/20130624152043/http://www.time.com/time/magazine/article/0%2C9171%2C838361%2C00.html |archive-date=June 24, 2013 |url-status=dead }}</ref>

After the election, Goldwater sued the publisher, the editor and the magazine for libel in ''[[Goldwater v. Ginzburg]]''. "Although the jury awarded Goldwater only $1.00 in compensatory damages against all three defendants, it went on to award him punitive damages of $25,000 against Ginzburg and $50,000 against ''Fact'' magazine, Inc."<ref>{{cite web|url=http://caselaw.lp.findlaw.com/scripts/getcase.pl?court=us&vol=396&invol=1049 |title=Ginzburg v. Goldwater, 396 U.S. 1049 (1970) |work=FindLaw |access-date=March 3, 2012|archive-url=https://web.archive.org/web/20130615215053/http://caselaw.lp.findlaw.com/scripts/getcase.pl?court=us&vol=396&invol=1049|archive-date=June 15, 2013}}</ref> According to [[Warren Boroson]], then-managing editor of ''Fact'' and later a financial columnist, the main biography of Goldwater in the magazine was written by [[David Bar-Illan]], the Israeli pianist.<ref>{{cite web|url=http://www.dailyrecord.com/apps/pbcs.dll/article?AID=/20060411/COLUMNISTS04/604110302/1103/COLUMNISTS |work=Daily Record |title=Wikipedia site filled with major mistakes |date=April 11, 2006 }}{{dead link|date=May 2017 |bot=InternetArchiveBot |fix-attempted=yes }}</ref>

====Political advertising====
{{See also|Daisy (advertisement)}}[[File:Daisy (1964).webm|thumb|left|300px|thumbtime=3|"Daisy" advertisement]]

A Democratic campaign advertisement known as [[Daisy (advertisement)|Daisy]] showed a young girl counting daisy petals, from one to ten. Immediately following this scene, a voiceover counted down from ten to one. The child's face was shown as a still photograph followed by images of [[Effects of nuclear explosions|nuclear explosions]] and [[mushroom cloud]]s. The campaign advertisement ended with a plea to vote for Johnson, implying that Goldwater (though not mentioned by name) would provoke a [[nuclear war]] if elected. The advertisement, which featured only a few spoken words and relied on imagery for its emotional impact, was one of the most provocative in American political campaign history, and many analysts credit it as being the birth of the modern style of "[[negative campaigning|negative political ads]]" on television. The ad aired only once and was immediately pulled, but it was then shown many times by local television stations covering the controversy.<ref>{{cite web|url=http://www.livingroomcandidate.org/commercials/1964/peace-little-girl-daisy|title="Daisy" ad |publisher=Livingroomcandidate.org|date=September 7, 1964|access-date=March 3, 2012|archive-url=https://web.archive.org/web/20140426231953/http://www.livingroomcandidate.org/commercials/1964/peace-little-girl-daisy|archive-date=April 26, 2014}}</ref>

Goldwater did not have ties to the [[Ku Klux Klan]] (KKK), but he was publicly endorsed by members of the organization.<ref>{{cite web|last1=Leffler|first1=Warren K.|title=Ku Klux Klan members supporting Barry Goldwater's campaign for the presidential nomination at the Republican National Convention, San Francisco, California, as an African American man pushes signs back|year=1964|url=https://www.loc.gov/pictures/item/2003673964/|publisher=Library of Congress|access-date=August 8, 2015|archive-date=July 8, 2015|archive-url=https://web.archive.org/web/20150708142935/http://www.loc.gov/pictures/item/2003673964/|url-status=live}}</ref><ref>{{cite web|title=1964 Johnson defeats Goldwater for presidency|url=http://www.history.com/this-day-in-history/johnson-defeats-goldwater-for-presidency|website=History|access-date=August 8, 2015|archive-date=September 5, 2015|archive-url=https://web.archive.org/web/20150905153204/http://www.history.com/this-day-in-history/johnson-defeats-goldwater-for-presidency|url-status=live}}</ref> [[Lyndon B. Johnson]] exploited this association during the elections,<ref>{{cite web | title = 1964 Johnson vs. Goldwater | url = http://www.livingroomcandidate.org/commercials/1964/kkk | website = The Living Room Candidate | access-date = August 8, 2015 | archive-date = September 5, 2015 | archive-url = https://web.archive.org/web/20150905075535/http://www.livingroomcandidate.org/commercials/1964/kkk | url-status = live }}</ref><ref>{{cite book | last1 = Diamond | first1 = Edwin | last2 = Bates | first2 = Stephen | title = The Spot: The Rise of Political Advertising on Television | date = 1992 | publisher = MIT Press | isbn = 0262540657 | page = 132 | url = https://books.google.com/books?id=4u_kT51vIBgC&q=%22i%20like%20barry%20goldwater%2C%20he%20needs%20our%20help%22&pg=PA132 | access-date = August 10, 2015 | archive-date = July 26, 2020 | archive-url = https://web.archive.org/web/20200726161433/https://books.google.com/books?id=4u_kT51vIBgC&pg=PA132&q=%22i%20like%20barry%20goldwater%2C%20he%20needs%20our%20help%22 | url-status = live }}</ref><ref>{{cite book|last1=Dallek|first1=Robert|title=Lyndon B. Johnson : Portrait of a President: Portrait of a President|year= 2004|publisher=Oxford University Press|location=New York|isbn=0199728593|page=186|url=https://books.google.com/books?id=0TFhqWP886YC&q=%22i%20like%20barry%20goldwater%2C%20he%20needs%20our%20help%22&pg=PA186|access-date=August 10, 2015|archive-date=July 26, 2020|archive-url=https://web.archive.org/web/20200726161408/https://books.google.com/books?id=0TFhqWP886YC&pg=PA186&q=%22i%20like%20barry%20goldwater%2C%20he%20needs%20our%20help%22|url-status=live}}</ref> but Goldwater barred the KKK from supporting him and denounced them.<ref>{{cite news|last1=Mohr|first1=Charles|title=Goldwater Bars Klan Aid|url=https://www.nytimes.com/1964/08/07/goldwater-bars-klan-aid.html|work=The New York Times|date=August 7, 1964 |access-date=August 10, 2015|archive-date=March 12, 2016|archive-url=https://web.archive.org/web/20160312031142/http://www.nytimes.com/1964/08/07/goldwater-bars-klan-aid.html|url-status=live}}</ref>

Throughout the presidential campaign, Goldwater refused to appeal to racial tensions or backlash against civil rights. After the outbreak of the [[Harlem riot of 1964]], Goldwater privately gathered news reporters on his campaign plane and said that if anyone attempted to sow racial violence on his political behalf, he would withdraw from the presidential race{{Em dash}}even if it was the day before the election.<ref>{{cite book|title=Before the storm : Barry Goldwater and the unmaking of the American consensus|url=https://archive.org/details/beforestormbarry0000perl_k0s0|url-access=registration|last=Perlstein|first= Rick|date=2009|publisher=Nation|isbn=978-1568584126|page=[https://archive.org/details/beforestormbarry0000perl_k0s0/page/396 396]|oclc=938852638}}</ref>

Past comments came back to haunt Goldwater throughout the campaign. He had once called the [[Eisenhower administration]] "a dime-store [[New Deal]]", and the former president never fully forgave him. However, Eisenhower did film a television commercial with Goldwater.<ref>{{citation|title=Living room candidate|year=1964|url=http://www.livingroomcandidate.org/commercials/1964/ike-at-gettysburg|contribution=Ike at Gettysburg|publisher=Goldwater|type=campaign ad|archive-url=https://web.archive.org/web/20131019120627/http://www.livingroomcandidate.org/commercials/1964/ike-at-gettysburg|archive-date=October 19, 2013 }}</ref> Eisenhower qualified his voting for Goldwater in November by remarking that he had voted not specifically for Goldwater, but for the Republican Party.<ref>{{cite book|last1=Polsky|first1=Andrew|title=The Eisenhower Presidency: Lessons for the Twenty-First Century|year= 2015|publisher=Lexington Books|isbn=978-1498522205|pages=33, 296|edition=1st|url=https://books.google.com/books?id=VItCCwAAQBAJ&q=did%20eisenhower%20vote%20for%20goldwater&pg=PA33|access-date=November 22, 2016|archive-date=July 26, 2020|archive-url=https://web.archive.org/web/20200726153537/https://books.google.com/books?id=VItCCwAAQBAJ&pg=PA33&q=did%20eisenhower%20vote%20for%20goldwater|url-status=live}}</ref> In December 1961, Goldwater had told a news conference that "sometimes I think this country would be better off if we could just saw off the Eastern Seaboard and let it float out to sea." That comment boomeranged on him during the campaign in the form of a Johnson television commercial,<ref>{{citation|url=http://www.livingroomcandidate.org/commercials/1964/eastern-seabord|year=1964|title=Living room candidate|contribution=Eastern Seabord|publisher=Johnson|type=campaign ad|archive-url=https://web.archive.org/web/20131020013045/http://www.livingroomcandidate.org/commercials/1964/eastern-seabord|archive-date=October 20, 2013 }}</ref> as did remarks about making [[Social Security (United States)|Social Security]] voluntary,<ref>{{citation|url=http://www.livingroomcandidate.org/commercials/1964/social-security|contribution=Social Security|publisher=Johnson|type=campaign ad|year=1964|title=Living room candidate|archive-url=https://web.archive.org/web/20131020013320/http://www.livingroomcandidate.org/commercials/1964/social-security|archive-date=October 20, 2013 }}</ref> and statements in [[Tennessee]] about selling the [[Tennessee Valley Authority]], a large local New Deal employer.<ref>{{cite news|last1=Sabato|first1=Larry|title=How Goldwater Changed Campaigns Forever|url=http://www.politico.com/magazine/story/2014/10/barry-goldwater-lasting-legacy-112210_Page3.html|access-date=November 22, 2016|issue=October 27, 2014|publisher=Politico|date=October 27, 2014|archive-date=November 15, 2018|archive-url=https://web.archive.org/web/20181115202659/https://www.politico.com/magazine/story/2014/10/barry-goldwater-lasting-legacy-112210_Page3.html|url-status=live}}</ref>

The Goldwater campaign spotlighted [[Ronald Reagan]], who appeared in a campaign ad.<ref>{{cite web|url=http://www.livingroomcandidate.org/commercials/1964/ronald-reagan|publisher=Goldwater|type=ad|title=The Living Room Candidate – Commercials – 1964 – Ronald Reagan|date=September 7, 1964|access-date= March 3, 2012|archive-url=https://web.archive.org/web/20131020013734/http://www.livingroomcandidate.org/commercials/1964/ronald-reagan|archive-date=October 20, 2013}}</ref> In turn, Reagan gave a stirring, nationally televised speech, "[[A Time for Choosing]]", in support of Goldwater.<ref>{{citation|first=Ronald|last=Reagan|url=http://www.americanrhetoric.com/speeches/ronaldreaganatimeforchoosing.htm|title=A Time for Choosing|type=televised address on behalf of Barry Goldwater|date=October 27, 1964|place=Los Angeles, CA|archive-url=https://web.archive.org/web/20140214035102/http://www.americanrhetoric.com/speeches/ronaldreaganatimeforchoosing.htm|archive-date=February 14, 2014}}</ref>