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Guide to the John F. Kennedy Presidential campaign materials, 1959-1960
Special Collections M0561  
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Collection Details
Table of contents What's This?
  • Descriptive Summary
  • Administrative Information
  • Biography
  • Scope and Content
  • Access terms

  • Descriptive Summary

    Title: John F. Kennedy Presidential campaign materials,
    Date (inclusive): 1959-1960
    Collection number: Special Collections M0561
    Creator: Arnold, Maxwell; collector
    Extent: 2 linear ft.
    Repository: Stanford University. Libraries. Dept. of Special Collections and University Archives.
    Language: English.

    Administrative Information

    Access Restrictions


    Publication Rights

    Property rights reside with the repository. Literary rights reside with the creators of the documents or their heirs. To obtain permission to publish or reproduce, please contact the Public Services Librarian of the Dept. of Special Collections.


    Gift of Maxwell Arnold, 1991

    Preferred Citation:

    [Identification of item] John F. Kennedy Presidential campaign materials, M0561, Dept. of Special Collections, Stanford University Libraries, Stanford, Calif.


    Maxwell ("Bud") Arnold was a member of the San Francisco advertising agency, Guild, Basrom & Bonfigli, Inc., that handled the campaign publicity. The firm began in 1948 and in 1965 was bought out by a New York agency. The client for the campaign publicity was the Democratic National Committee. It was the first time television was used in a presidential campaign. Arnold was the principal script writer.

    Scope and Content

    Book of strategy, scripts, storyboards, memos, notes, six- minute film strip featuring Mrs. Kennedy, and 15 five-minute television commercials.

    Access terms

    Kennedy, John F.
    Kennedy, Jacqueline
    Fonda, Henry