Carl Szanton
This campaign ad supports Zachary Taylor is his bid for the presidency in 1848. With President James Polk not seeking re-election, Taylor, the Whig Party candidate, faced off against Democrat Lewis Cass and former president Martin Van Buren, a Free Soiler. Unlike his opponents, Taylor did not take a firm stand on any of the pressing issues, most notably the expansion of slavery. Cass was a staunch supporter of extending slavery to Western territories, while Van Buren advocated its containment. Taylor evaded the issue, but was a Louisiana slave owner himself, which comforted Southern voters. Instead of focusing on his ambiguous stance on slavery in my ad, I tout his military experience and leadership credentials.
Though he was a newcomer to politics, I argue that what Taylor lacks in electoral experience, he compensates for with character. I compare Taylor to George Washington both for his tremendous success as an Army General and his personality. Taylor was a war hero from the Mexican-American war, as well as the War of 1812 and various Indian campaigns. I capitalize on his reputation as a winner and the popularity he amassed from decisive victories on the battlefield. My argument in this ad is that even though his political positions are indefinite, the presidency can only be trusted to a man of Taylor’s exceptional judgment and leadership ability.
I open with comparisons between Taylor to Washington. I use a newspaper clipping that links the two based on “extraordinary character.” Next, I use an image of Taylor standing next to his white horse. This white horse looks similar to the white horse so often portrayed in illustrations of Washington. Above the image, I display a quote from General Persifor Frazer Smith, who also served in the Mexican-American war. Smith asserts that Taylor’s military successes provide an opportunity for colleague to display his judgment, character and honesty.
Next, I use newspaper clippings and illustrations to emphasize Taylor’s unprecedented military achievement. I show three separate newspaper clippings that all affirm Taylor’s success in war against Mexico. The newspaper clippings reference his heroism at the Rio Grande, a river that symbolizes American victory and a new southern border. By repeatedly mentioning the Rio Grande, I aim to remind viewers that Taylor succeeded decisively in driving Mexico’s army out of the newly acquired American land. Between the three newspaper clippings I intersperse illustrations of Taylor riding his horse. The first image includes his nickname “Old Rough and Ready”—symbolizing his toughness and willingness to fight. The second image lists major battles that he won such as Monterrey and Buena Vista on columns to his left and right.
Finally, I seek show the viewer why Taylor is better choice for president than either Cass or Van Buren. I use a political cartoon of Uncle Sam in front of the White House escorting Taylor’s two opponents away. Van Buren, who was still associated with Jackson Democrats, is taking the “spoils system” away with him. Next, I display an article from a Vermont newspaper that compares the three candidates and endorses Taylor. It criticizes Cass for being a cowardly prop of slaveholders. It attacks Van Buren for merely wishing to serve himself and ignoring the interests of the country. The article then throws its support behind Taylor, praising his patriotism, prudence, honestly and regard for the Constitution. I included this article to make the case that Taylor’s character is undoubtedly unmatched by his opponents. I conclude the ad with a political cartoon of Taylor punching Cass in the chest. Observing Taylor’s demonstration of toughness are Van Buren, and Senators Henry Clay and Thomas Hart Benson. Clay was a prominent Whig allied with Taylor, while Benson was a prominent Democrat allied with Cass.
For music, I selected “Rum-A-Dum-Dum,” Taylor’s campaign song. The song praises his toughness and touts his success in the Mexican-American War with lines such as “he’s the boy can skin and beat ’em” and “a he’ll flog ’em and annex ’em too.”
Sources (in order of appearance)
Article comparing Taylor to Washington:
Illustration of Taylor standing next to his horse:
http://lcweb2.loc.gov/service/pnp/pga/03800/03849v.jpg
Quote on Taylor by Smith:
First “hero of the Rio Grande” clipping
Taylor on horse (“Old Rough and Ready’):
http://www.loc.gov/pictures/item/2003664124/
Second “hero of the Rio Grande” clipping
Taylor on horse with battles won displayed on columns:
http://lcweb2.loc.gov/service/pnp/ppmsca/07600/07635v.jpg
Clipping with “driven the enemy beyond the Rio Grande”
Political cartoon of the White House scene:
http://www.loc.gov/pictures/item/2008661479/
Article comparing the three candidates:
Political cartoon of Taylor punching Cass:
http://www.loc.gov/pictures/resource/cph.3a12787/