More on the Daisy Ad: The “Daisy” ad, created by Tony Schwartz for President Lyndon Johnson’s 1964 campaign, is one of the most famous and influential political ads in American history. It featured a young girl picking petals from a daisy, counting innocently, before the scene abruptly shifted to a nuclear countdown and a mushroom cloud—tapping into deep, unspoken fears of nuclear war. The ad didn’t mention Johnson’s opponent by name or list policy arguments; instead, it struck a visceral emotional chord, showing the stakes without saying them outright. Its power came not from information, but from the overwhelming feeling it evoked—forever changing how emotional resonance would be used in political communication.
I work in social media and know this in my gut. Those who do not work in social media 24/7 have a difficult time with understanding this...
"A message is only as powerful as the feeling it provokes.
As Schwartz put it: "The response, not the message, is the communication."
Many progressive comms folks focus on facts over feelings. Facts are the starting point, not the end point.
As someone wrote recently, elite progressives spent their lives sitting in the front row at school (learning facts) while forgetting everyone in the back rows.
@Shaun Dakin, As someone who has also done a lot of social media communication I see a lot of progressives sharing memes and not always factual messaging. That is a big problem in my opinion.
The concept of the Responsive Chord helps explain why many people felt drawn to Trump. His ability to resonate with their concerns made them feel heard and validated. This phenomenon can be puzzling for Democrats, who often focus on sharing their ideas and narratives with the public. In contrast, Republicans tend to seek confirmation and support for their existing beliefs before engaging in discussions. While Democrats actively contribute their perspectives, Republicans often absorb information that aligns with their viewpoints. Understanding these dynamics can foster more constructive dialogue between the two sides.
I never felt that a responsive chord from the reality show president. I saw formulaic crass ads and disinformation. What am I missing? I agree in using emotional resonance in advertising versus the traditional messaging.
I understand completely. It’s nauseating and infuriating to watch. But unless you can watch it without flinching and actually stand back and take a very objective view of what he’s doing and saying and how he is doing and saying these things, you won’t be in a position to do anything about it. That’s a sad truth. You have to see with your own eyes and hear with your own ears exactly how he manipulates people and how they respond when they are manipulated. Like it or not, he is very good at what he is doing as a manipulator. We have to see and understand that in order to be better than him messaging and making an impact on an audience. That means speaking to them at their level of reality and on their wavelength. Otherwise, they won’t get it and or will reject it. We have to show them, quite emotionally, why the person they adore is actually their worst enemy. That takes finesse.
I understand your points and they are good ones. My Dad was a psychiatrist. I have found that I can speak to those who voted for him and regret it but still support his ideologies by listening and following some of Stephen Hassan's strategies to try to open their minds. Can't say I've been successfulyet but am still trying. However, I believe a certain percentage - the extremists - need professional deprogramming, similar to terrorists who have been programmed through disinformation exposure. Love this discussion. We need to attempt any and all strategies we can to save the country. But for my personal sanity, I can't look at his repulsive face.
And this is the feel Trump learned from reading that book of 1930’s speeches by that little man with the little black mustache, the book Trump’s wife (at that moment) reported he kept at their bedside.
I was thinking about this ad the other day and thinking someone should do an update with a child picking a flower with a reference to tariffs or economic policy somehow. Basically, blowing up the economy instead of the world. Maybe just having a little boy picking the daisy would do it.
MY copy is right here! Aged, and highlighted on almost every page! Yet his words are timeless because as you highlighted it is about “resonating” with the audience - triggering an emotion that is already within. It is not about policy! Now we just need to teach everyone this concept by 2026!!!
Thank you! Very interesting to think about regarding the sermons I preached over the decades, and my current mission as an advocate for transgender people and their loved ones. I appreciate this!
I enjoyed the article. One of the things often missing in democratic leadership is a willingness to listen, or at least to listen to people who don’t fit into categories, usually marginalized groups, that democrats customarily sympathize with. By ignoring the concerns of the working class and much of the middle class, they do tend to come across as rather preachy and whiny. I don’t for a minute believe that republicans are genuinely empathetic with these groups, but they have taken the trouble to listen to their concerns. Unfortunately their tactic is often to try to keep people angry or afraid, and to develop an “us” versus “them” message that polarizes but doesn’t actually fix anything.
Wonderful essay! As a singer-songwriter, I have learned that songs with stories about similar life experiences to that of an audience member connect at a deeper level for both artist and listener. Songs that connect through shared experiences seem to “resonate” more with people as they want to share a personal story or anecdote that was aroused by the song. That experience pre-dates any emotion or thought stirred by the song but is a strong response simply bc of its existence. Thanks for the article, intriguing read.
Speaking of famous media messengers, I think we should also remember what Atwater said about perception and reality, and how that feeds into the looking glass self.
We may be underestimating the oppositions ability to use technology on the new platforms, and how it can affect our presentation as confident or filled with self doubt.
I think the premise here is correct but I personally really dislike memes and messages that feel like scaremongering or scamming or that make me think, what are they leaving out? Being on the left maybe I’m conditioned to be skeptical, idk. But if this resonance messaging could be done in an aspirational way, that speaks to hope and values and a better future, I’m all in. If memory serves, that’s what Reagan did to kick off the golden age of right wing propaganda.
Tee Ree, I joined this group late tonight, and what I pasted to Patrick was >>> …we know that many of the Progressives already agree with our Democratic POV and values…learning how to use ‘framing’ does not encourage us to be phoney…what it does DO is use cognitive behavior to relate honestly to non-empathetic right wing voters to resonate a different POV because if we ‘frame’ our message using vocabulary they can relate to - It really could be effective.
It’s easy to find media on the right: interviews with people on the right and their various fears, concerns, and other hot buttons. It’s easy to look at this, read this, listen to this, watch this. It’s all over X, YouTube, etc. And it should be fairly easy for creative people to write messages/memes, whatever that would resonate with them. The question is how do we get all this onto their media where they’ll see it? How do we get into their silo and not get immediately rejected?
It would be helpful to receive examples for current issues. It better yet an example of what not to do followed by one reflecting Tony Schwartz approach.
Thank you for highlighting the work of Tony Schwartz. His work has influenced so many campaigns of the mid 20th century but sadly he is largely forgotten today. People are more likely to talk about Eddie Bernays than they are about Tony Schwartz. I dare say it’s the work of Eddie Bernays that largely drives the Trump machine. We need to see to it that the Democratic progressive initiative is guided and informed by the principles of Tony Schwartz, not Eddie Bernays.
More on the Daisy Ad: The “Daisy” ad, created by Tony Schwartz for President Lyndon Johnson’s 1964 campaign, is one of the most famous and influential political ads in American history. It featured a young girl picking petals from a daisy, counting innocently, before the scene abruptly shifted to a nuclear countdown and a mushroom cloud—tapping into deep, unspoken fears of nuclear war. The ad didn’t mention Johnson’s opponent by name or list policy arguments; instead, it struck a visceral emotional chord, showing the stakes without saying them outright. Its power came not from information, but from the overwhelming feeling it evoked—forever changing how emotional resonance would be used in political communication.
I work in social media and know this in my gut. Those who do not work in social media 24/7 have a difficult time with understanding this...
"A message is only as powerful as the feeling it provokes.
As Schwartz put it: "The response, not the message, is the communication."
Many progressive comms folks focus on facts over feelings. Facts are the starting point, not the end point.
As someone wrote recently, elite progressives spent their lives sitting in the front row at school (learning facts) while forgetting everyone in the back rows.
@Shaun Dakin, As someone who has also done a lot of social media communication I see a lot of progressives sharing memes and not always factual messaging. That is a big problem in my opinion.
Facts are the starting point is what I said. The foundation. Unfortunately most liberals start and end with facts and forget feelings.
100%
I never forget the feelings. I do get what you are saying, absolutely.
How can we help get messaging going in the right direction? Is there anyone out there already doing a good job who we can help amplify?
The concept of the Responsive Chord helps explain why many people felt drawn to Trump. His ability to resonate with their concerns made them feel heard and validated. This phenomenon can be puzzling for Democrats, who often focus on sharing their ideas and narratives with the public. In contrast, Republicans tend to seek confirmation and support for their existing beliefs before engaging in discussions. While Democrats actively contribute their perspectives, Republicans often absorb information that aligns with their viewpoints. Understanding these dynamics can foster more constructive dialogue between the two sides.
I never felt that a responsive chord from the reality show president. I saw formulaic crass ads and disinformation. What am I missing? I agree in using emotional resonance in advertising versus the traditional messaging.
You weren’t his audience. You don’t have a paranoid chord to respond to. His audience did feel it. Watch his rallies.
Now I get it. Thanks. Can't watch him - even as a case study.
I understand completely. It’s nauseating and infuriating to watch. But unless you can watch it without flinching and actually stand back and take a very objective view of what he’s doing and saying and how he is doing and saying these things, you won’t be in a position to do anything about it. That’s a sad truth. You have to see with your own eyes and hear with your own ears exactly how he manipulates people and how they respond when they are manipulated. Like it or not, he is very good at what he is doing as a manipulator. We have to see and understand that in order to be better than him messaging and making an impact on an audience. That means speaking to them at their level of reality and on their wavelength. Otherwise, they won’t get it and or will reject it. We have to show them, quite emotionally, why the person they adore is actually their worst enemy. That takes finesse.
I understand your points and they are good ones. My Dad was a psychiatrist. I have found that I can speak to those who voted for him and regret it but still support his ideologies by listening and following some of Stephen Hassan's strategies to try to open their minds. Can't say I've been successfulyet but am still trying. However, I believe a certain percentage - the extremists - need professional deprogramming, similar to terrorists who have been programmed through disinformation exposure. Love this discussion. We need to attempt any and all strategies we can to save the country. But for my personal sanity, I can't look at his repulsive face.
“… need professional deprogramming.” YES. And, indeed, looking at his face gives the gut feeling of looking at the face of a Medusa.
And this is the feel Trump learned from reading that book of 1930’s speeches by that little man with the little black mustache, the book Trump’s wife (at that moment) reported he kept at their bedside.
I was thinking about this ad the other day and thinking someone should do an update with a child picking a flower with a reference to tariffs or economic policy somehow. Basically, blowing up the economy instead of the world. Maybe just having a little boy picking the daisy would do it.
MY copy is right here! Aged, and highlighted on almost every page! Yet his words are timeless because as you highlighted it is about “resonating” with the audience - triggering an emotion that is already within. It is not about policy! Now we just need to teach everyone this concept by 2026!!!
@Will Robinson This is such a great read. Dems need better messaging. 100%. Keep these posts coming!
Thank you! Very interesting to think about regarding the sermons I preached over the decades, and my current mission as an advocate for transgender people and their loved ones. I appreciate this!
Teri, that link you posted is broken.
Sorry about that 🙁
Remember the "Indian" with one tear coming down his face? That kept me from littering my whole life. 😢
@Radical Left Lunatic This one? https://youtu.be/j7OHG7tHrNM?si=SAkrjtO2EV3wd2Yx People still bring this up in focus groups decades later
I enjoyed the article. One of the things often missing in democratic leadership is a willingness to listen, or at least to listen to people who don’t fit into categories, usually marginalized groups, that democrats customarily sympathize with. By ignoring the concerns of the working class and much of the middle class, they do tend to come across as rather preachy and whiny. I don’t for a minute believe that republicans are genuinely empathetic with these groups, but they have taken the trouble to listen to their concerns. Unfortunately their tactic is often to try to keep people angry or afraid, and to develop an “us” versus “them” message that polarizes but doesn’t actually fix anything.
Wonderful essay! As a singer-songwriter, I have learned that songs with stories about similar life experiences to that of an audience member connect at a deeper level for both artist and listener. Songs that connect through shared experiences seem to “resonate” more with people as they want to share a personal story or anecdote that was aroused by the song. That experience pre-dates any emotion or thought stirred by the song but is a strong response simply bc of its existence. Thanks for the article, intriguing read.
Speaking of famous media messengers, I think we should also remember what Atwater said about perception and reality, and how that feeds into the looking glass self.
We may be underestimating the oppositions ability to use technology on the new platforms, and how it can affect our presentation as confident or filled with self doubt.
We underestimate the opposition at our own peril
Absolutely true @Will Robinson!
I think the premise here is correct but I personally really dislike memes and messages that feel like scaremongering or scamming or that make me think, what are they leaving out? Being on the left maybe I’m conditioned to be skeptical, idk. But if this resonance messaging could be done in an aspirational way, that speaks to hope and values and a better future, I’m all in. If memory serves, that’s what Reagan did to kick off the golden age of right wing propaganda.
Tee Ree, I joined this group late tonight, and what I pasted to Patrick was >>> …we know that many of the Progressives already agree with our Democratic POV and values…learning how to use ‘framing’ does not encourage us to be phoney…what it does DO is use cognitive behavior to relate honestly to non-empathetic right wing voters to resonate a different POV because if we ‘frame’ our message using vocabulary they can relate to - It really could be effective.
It’s easy to find media on the right: interviews with people on the right and their various fears, concerns, and other hot buttons. It’s easy to look at this, read this, listen to this, watch this. It’s all over X, YouTube, etc. And it should be fairly easy for creative people to write messages/memes, whatever that would resonate with them. The question is how do we get all this onto their media where they’ll see it? How do we get into their silo and not get immediately rejected?
It would be helpful to receive examples for current issues. It better yet an example of what not to do followed by one reflecting Tony Schwartz approach.
Great idea - on it
Too many on the right are sociopaths that do not care about anyone but themselves. That would scoff at Daisy and call it deep state lies.
Thank you for highlighting the work of Tony Schwartz. His work has influenced so many campaigns of the mid 20th century but sadly he is largely forgotten today. People are more likely to talk about Eddie Bernays than they are about Tony Schwartz. I dare say it’s the work of Eddie Bernays that largely drives the Trump machine. We need to see to it that the Democratic progressive initiative is guided and informed by the principles of Tony Schwartz, not Eddie Bernays.