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.
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.
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
