Jimmy Carter:

Presidential
Elections
1976, 1980

Road to The White House

1972: Became the chair of Democratic Governors
Campaign Committee
1974: Became Campaign chairman of the DNC
These two positions allowed Carter to gain influence
and important recognition with Democratic gains.
Role as DNC campaign chairman was successful
when after the Watergate Scandal democrats won
heavy wins

Democratic Primaries
Challenges for Carter as a candidate:
Faced 9 other democrats in primary
not as well-known on the national stage than most
of the other candidates
Campaigned with the slogan A Leader, For a
Change
Won the New Hampshire Primary
Won the Iowa Caucus
Translated this early momentum- won half of
total democratic primaries

National Election 1974

Cater vs Ford
Carter declared Walter Mondale as running mate
Ran as Washington Outsider- had never been a
senator- this was important in the wake of the
Watergate scandals
His opponent was Gerald Ford
Gerald Ford was unpopular first unelected
president unpopular because he had pardoned

1976 Campaign
Strategy

Slogans
"Not Just Peanuts
"A Leader, For a Change

Running Mate: Walter Mondale

Why Mondale?
Chosen to enhance geographical
unity
Was a northerner, helped soothe
liberals fears about the southern
Carter

Washington Outsider/ Moral

Crusader
Throughout his campaign Carter strove
to depict himself as a Washington
Outsider. Someone who was free from
the scandals and corruption of
Washington.
Closely related to this is Carters
portrayal of himself as a moral crusader.
(He was a devout Baptist)
Famously stated As your President I will
never lie to you

Campaign Strategy: Plain Folks

Plain Folks Strategy
Presented himself as a simple,
down-to-earth candidate
This worked well with his
image of extreme/ rigid
honesty /morality
Carter worked hard to
increase his name recognition

COMMERCIALS
Transcript "Essence," Carter, 1976
CARTER: Hi. Governor Carter from Georgia.
MAN: How you doing?
CARTER: I'm running for President; I want to ask you to help me next
year.
MALE NARRATOR: In the beginning, Jimmy Carter's campaign was a lonely
one. But through the months, more and more people recognized him as a
new leader, a man who will change the way this government is run, a
competent man who can make our government open and efficient. But
above all, an understanding man, who can make ours a government of
the people, once again. Jimmy Carter. A leader, for a change.

Why Not The

Best?

A campaign
autobiography written
by Jimmy Carter
Designed to introduce
himself + his values to
the American voters
https://www.youtube.
com/watch?v=
Ue407RWDgl8
Commissioned a
campaign song under

Carter vs Ford

Gerald Ford
Incumbent
First unelected President
Assumed presidency after Nixons
resignation
Unpopular/ tainted by Watergate
Scandal

1980 Election
Reagan (Republican Challenger) vs. Carter
(incumbent)
John B Anderson, Republican Congressman ran as
an independent
Carter defeated Ted Kennedy in Democratic primary
Carter portrayed Reagan as a crazy conservative/
radical right winger
Reagan won decisively
Republicans won Senate on his coattails- First
times Republicans controlled the senate for 28 years

SOURCES
https://www.pastemagazine.com/articles/2016/01/a-brief-history-of-m
ostly-bad-presidential-campaig.html
http://carlanthonyonline.com/2012/09/10/jimmy-carters-green-coun
try-branded-1976-campaign-song
/
http://www.thedailybeast.com/galleries/2012/05/25/11-best-u-s-presid
ential-campaign-posters-of-all-time.html#slide_3
http://content.time.com/time/covers/0,16641,19761108,00.html
http://www.presidentsusa.net/campaignslogans.html
http://millercenter.org/president/biography/carter-campaigns-andelections
http://millercenter.org/president/biography/ford-campaigns-andelections
http://www.270towin.com/1980_Election/