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"Morning in America" is the common name of an effective political campaign television commercial formally titled "Prouder, Stronger, Better" and featuring the opening line "It's morning again in America." The ad was part of the 1984 U.S. presidential campaign of Republican Party candidate Ronald Reagan. It featured a montage of images of Americans going to work and a calm, optimistic narration that suggested the improvements to the U.S. economy since his 1980 election were due to Reagan's policies and asked voters why they would want to return to the pre-Reagan policies of Democrats like his opponent Walter Mondale.

It is generally considered one of the most effective political campaign ads ever made, mainly for its simple, optimistic message.[citation needed] The phrase "It's morning again in America" is used both as a literal statement (people are shown going to work) and a metaphor for renewal.

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Full text of the ad:

It's morning again in America. Today more men and women will go to work than ever before in our country's history. With interest rates at about half the record highs of 1980, nearly 2,000 families today will buy new homes, more than at any time in the past four years. This afternoon 6,500 young men and women will be married, and with inflation at less than half of what it was just four years ago, they can look forward with confidence to the future. It's morning again in America, and under the leadership of President Reagan, our country is prouder and stronger and better. Why would we ever want to return to where we were less than four short years ago?

The ad was written and narrated by ad man Hal Riney, who also wrote and narrated Reagan's resonant "Bear in the woods" ad (titled "Bear") as well as his "America's Back" ad. To many, his rich, avuncular voice represented wholesomeness and authenticity.[1] The commercial was directed and filmed by John Pytka of Pytka Productions, younger brother to Joe Pytka, a director himself, producing works such as Space Jam and Let It Ride

Resonance

This advertisement won industry awards and praise from the political and advertising world. Republican strategist Dan Schnur said of Riney's work: "Most political advertising hits viewers over the head, while his work makes just as strong a point but in a less confrontational and a more soothing manner." [2]

"It's morning [again] in America" continues to be a popular phrase to invoke when a situation has changed for the better.[citation needed]

References in media:

  • "Bill Bennett's Morning in America" is the name of prominent conservative William Bennett's radio talk show, a direct reference to the ad.
  • In the music documentary film American Hardcore, Vic Bondi, of the band Articles of Faith, expresses the ethos of the 80s American hardcore punk movement, presented as opposing Reagan and the mainstream, stating, "Everyone was saying it was morning in America. Someone had to say, 'It's fucking midnight!'"
  • The Firesign Theatre parodied the phrase in their 1998 album Give Me Immortality or Give Me Death.
  • They Live features a satire on the phrase.
  • The Onion satirised the phrase in its Our Dumb Century collection of mocked-up newspaper front pages from the 20th century, with Ronald Reagan announcing in December 1987 that 'It is Late Afternoon in America' and outlining a five point plan to take a nap.[3]

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