YOUNG AND RUBICAM

After the Truman defeat of Republican candidate Thomas Dewey in 1948, Republicans were searching for ways to overcome the poor image that they had with many Americans, and one of the then preeminent advertising companies was assigned the task of analyzing the 1948 failure and making recommendations. This quotation comes from that report. This recommendation defined the Republican approach for the next decades.

After the Truman defeat of Republican candidate Thomas Dewey in 1948, Republicans were searching for ways to overcome the poor image that they had with many Americans, and one of the then preeminent advertising companies was assigned the task of analyzing the 1948 failure and making recommendations. This quotation comes from that report. This recommendation defined the Republican approach for the next decades.