Reagan's "Morning in America" Ad

The "Morning in America" ad, formally known as "Prouder, Stronger, Better" was a television ad for Ronald Reagan's re-election campaign in 1984. The ad used an optimistic tone that claimed the uptick in the American economy was due to the economic policies of Reagan's first term and asked if Americans would rather go back to Carter-era economic plans under his vice president and Democratic nominee, Walter Mondale.

The ad showed Americans going to work at the start of a day, with the words, "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 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 against 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 became known for its first line, which has been quoted throughout the years to refer to the Reagan era or his economic policies in general, in addition to the ad specifically.

The ad has been credited as a big success. Its optimistic tone appealed to many Americans and helped to restore a pride in country, greatly helping Reagan's re-election bid. Unlike most political ads, which are direct and tell Americans how to vote and feel, the ad instead was subtle and happy in tone, putting Americans at ease and conveying the message in a more positive way.