Guide to the John F. Kennedy Presidential campaign materials, 1959-1960

Bill O'Hanlon and Mattie Taormina
Stanford University Libraries. Dept. of Special Collections & University Archives.
Stanford, California
2015
Copyright © 2015 The Board of Trustees of the Leland Stanford Junior University. All rights reserved.


Overview

Call Number: M0561
Creator: Arnold, Maxwell
Title: John F. Kennedy Presidential campaign materials
Dates: 1959-1960
Physical Description: 2 Linear feet
Physical Description: Please note that the media in this collection has been reformatted and 'use copies' exist for use in the Field Reading Room.
Language(s): The materials are in English.
Repository: Dept. of Special Collections & University Archives.
Stanford University Libraries.
557 Escondido Mall
Stanford, CA 94305-6064
Email: speccollref@stanford.edu
Phone: (650) 725-1022
URL: http://library.stanford.edu/spc

Administrative Information

Provenance

Custodial History

Gift of Maxwell Arnold, 1991

Information about Access

None.

Ownership & Copyright

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.

Cite As

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

Processing Notes

Due to limited resources, minimal processing occurred to this collection. Scholars might find paperclips, staples, and other original bindings along with letters in their original envelopes. A date span was given whenever possible. Since no arrangement occurred inside each individual box, scholars should note that the completeness of the folder heading could be suspect.

Biography

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. All media for this collection has been reformatted.

Access Terms

Fonda, Henry
Kennedy, Jacqueline
Kennedy, John F., (John Fitzgerald), 1917-1963.


Collection Contents

 

Series 1: Media

Box 1

Debate Revisited VT-44-5M

Physical Description: 1 videotape(s) : 2 in.

Scope and Content Note

Excerpts from famous first debate between Richard Nixon and Senator John F. Kennedy.
Box 1

American Prestige No. 2

Physical Description: 1 videotape(s) : 2 in.

Scope and Content Note

Composite of debates, speeches.
Box 1

Victura VT-47-5M

Physical Description: 1 videotape(s) : 2 in.

Scope and Content Note

Scenes of JFK and his sail boat. Never aired.
Box 1

Questions & Answers. Dupe. VT-34-5M

Physical Description: 1 videotape(s) : 2 in.

Scope and Content Note

Edited from press conferences, Meet the Press, Face the Nation.
Box 2

Final Answer VT-45-5M Dupe

Physical Description: 1 videotape(s) : 2 in.

Scope and Content Note

Senator Kennedy affirms once again that he believes in the separation of church and state.
Box 2

Old Age

Physical Description: 1 videotape(s) : 2 in.
Box 2

Ouemoy-Matsou VT-14-5M [Quemoy-Matsu]

Physical Description: 1 videotape(s) 2 in.

Scope and Content Note

Excerpts from NY speech, later withdrawn from campaign use.
Box 2

GOP Leadership VT-40-5M

Physical Description: 1 videotape(s) 2 in.
Box 3

Warm Springs VT-38-5M

Physical Description: 1 videotape(s) 2 in.

Scope and Content Note

Film features Kennedy's visit to Warm Springs, Georgia where he addresses healthcare.
Box 3

American Prestige VT-35-5M Dupe.

Physical Description: 1 videotape(s) 2 in.

Scope and Content Note

Revision of "National Prestige".
Box 3

Jacqueline Kennedy VT-39-5M Dupe.

Physical Description: 1 videotape(s) 16 mm.

Scope and Content Note

Video of Jacqueline Kennedy dated October 26, 1960. Actress Myrna Loy summarizes a recent interview Mrs. Kennedy gave to a TV program. Mrs. Kennedy addresses topics such as: raising her daughter Caroline according to Dr. Benjamin Spock's theories; missing Senator Kennedy while he was out campaigning; her attitudes towards campaigning; whether Senator Kennedy wanted a boy or a girl for the baby she was carrying; what she thought living in the White House would be like; did she think a First Lady influenced the life of the White House; and did she wish her husband was not so busy.
Box 3

US Economy UT-41-5M

Physical Description: 1 videotape(s) 16 mm.
Box 4

One VHS tape that includes two features: a) 6 minute film strip for CBS-TV half-hour special with Jacqueline Kennedy and b) 5 minute TV spot regarding Senator John F. Kennedy and the PT Boat story. Narrated by Henry Fonda

Physical Description: 1 videotape(s) 2 in.

Scope and Content Note

Six-minute film strip prepared for use in half-hour CBS-TV afternoon show featuring Mrs. Kennedy talking with Henry Fonda while photographs and home-movie film clips of JFK, Jackie, Caroline, friends play. Jack and Henry Fonda dialogue off camera. The PT boat segment was an adaptation of John Hersey's story of JFK's wartime heroism.
Box 4

Domestic. Dupe VT-42-5M

Physical Description: 1 videotape(s) 2 in.
 

Series 2: Various administrative records, including notes, memos, storyboards

Box 5, Folder 1

Kennedy bumper sticker, Misc brochures on where the democratic party stood on different political issues, 1960

Box 5, Folder 2

1960 Democratic Fact book, sample copies and media marketing scripts, receipts for advertising space in Ebony Magazine

Box 5, Folder 3

Guild, Bascom & Bonfigli internal memos and notes regarding how to design the candidate’s marketing campaign

Box 5, Folder 4

Guild, Bascom & Bonfigli formal marketing campaign for the Democratic Presidential Campaign, July 1960

Box 5, Folder 5

Storyboards and television commercial scripts

Box 5, Folder 6

Storyboards and television commercial scripts featuring Jackie Kennedy, Senator Kennedy, and Henry Fonda, Fall 1960

Box 5, Folder 7

Recommendations for strategy prior to the Democratic convention and nomination of Kennedy

Box 5, Folder 8

Official program from the 1960 Democratic National Convention

Box 5, Folder 9

Glass slides of storyboards