1964 general presidential campaign
After securing the Republican presidential nomination, Goldwater chose his political ally, RNC Chairman William E. Miller, to be his running mate. Goldwater joked he chose Miller because "he drives Johnson nuts". In choosing Miller, Goldwater opted for a running mate who was ideologically aligned with his own conservative wing of the Republican party. Miller balanced the ticket in other ways, being a practicing Catholic from the East Coast. Miller had low name recognition but was popular in the Republican party and viewed as a skilled political strategist.
Former U.S. senator Prescott Bush, a moderate Republican from Connecticut, was a friend of Goldwater and supported him in the general election campaign.
Future chief justice of the United States and fellow Arizonan William H. Rehnquist also first came to the attention of national Republicans through his work as a legal adviser to Goldwater's presidential campaign. Rehnquist had begun his law practice in 1953 in the firm of Denison Kitchel of Phoenix, Goldwater's national campaign manager and friend of nearly three decades.
Goldwater's advocacy of active interventionism to prevent the spread of communism and defend American values and allies led to effective counterattacks from Lyndon B. Johnson and his supporters, who said that Goldwater's militancy would have dire consequences, possibly even nuclear war. In a May 1964 speech, Goldwater suggested that nuclear weapons should be treated more like conventional weapons and used in Vietnam, specifically that they should have been used at Dien Bien Phu in 1954 to defoliate trees. Regarding Vietnam, Goldwater charged that Johnson's policy was devoid of "goal, course, or purpose," leaving "only sudden death in the jungles and the slow strangulation of freedom". Goldwater's rhetoric on nuclear war was viewed by many as quite uncompromising, a view buttressed by off-hand comments such as, "Let's lob one into the men's room at the Kremlin." He also advocated that field commanders in Vietnam and Europe should be given the authority to use tactical nuclear weapons (which he called "small conventional nuclear weapons") without presidential confirmation.
Goldwater countered the Johnson attacks by criticizing the administration for its perceived ethical lapses, and stating in a commercial that "we, as a nation, are not far from the kind of moral decay that has brought on the fall of other nations and people.... I say it is time to put conscience back in government. And by good example, put it back in all walks of American life." Goldwater campaign commercials included statements of support by actor Raymond Massey and moderate Republican senator Margaret Chase Smith.
Before the 1964 election, Fact magazine, published by Ralph Ginzburg, ran a special issue titled, "The Unconscious of a Conservative: A Special Issue on the Mind of Barry Goldwater". The two main articles contended that Goldwater was mentally unfit to be president. The magazine supported this claim with the results of a poll of board-certified psychiatrists. Fact had mailed questionnaires to 12,356 psychiatrists, receiving responses from 2,417, of whom 1,189 said Goldwater was mentally incapable of holding the office of president. Most of the other respondents declined to diagnose Goldwater because they had not clinically interviewed him but said that, although not psychologically unfit to preside, Goldwater would be negligent in the role.
After the election, Goldwater sued the publisher, the editor and the magazine for libel in Goldwater v. Ginzburg. "Although the jury awarded Goldwater only $1.00 in compensatory damages against all three defendants, it went on to award him punitive damages of $25,000 against Ginzburg and $50,000 against Fact magazine, Inc." According to Warren Boroson, then-managing editor of Fact and later a financial columnist, the main biography of Goldwater in the magazine was written by Israeli pianist David Bar-Illan.
A Democratic campaign advertisement known as Daisy showed a young girl counting daisy petals, from one to ten. Immediately following this scene, a voiceover counted down from ten to one. The child's face was shown as a still photograph followed by images of nuclear explosions and mushroom clouds. The campaign advertisement ended with a plea to vote for Johnson, implying that Goldwater (though not mentioned by name) would provoke a nuclear war if elected. The advertisement, which featured only a few spoken words and relied on imagery for its emotional impact, was one of the most provocative in American political campaign history, and many analysts credit it as being the birth of the modern style of "negative political ads" on television. The ad aired only once and was immediately pulled, but it was then shown many times by local television stations covering the controversy.
Goldwater did not have ties to the Ku Klux Klan (KKK), but he was publicly endorsed by members of the organization. Lyndon B. Johnson exploited this association during the elections, but Goldwater barred the KKK from supporting him and denounced them.
Throughout the presidential campaign, Goldwater refused to appeal to racial tensions or backlash against civil rights. After the outbreak of the Harlem riot of 1964, Goldwater privately gathered news reporters on his campaign plane and said that if anyone attempted to sow racial violence on his political behalf, he would withdraw from the presidential race—even if it was the day before the election.
Past comments came back to haunt Goldwater throughout the campaign. He had once called the Eisenhower administration "a dime-store New Deal", and the former president never fully forgave him. However, Eisenhower did film a television commercial with Goldwater. Eisenhower qualified his voting for Goldwater in November by remarking that he had voted not specifically for Goldwater, but for the Republican Party. In December 1961, Goldwater had told a news conference that "sometimes I think this country would be better off if we could just saw off the Eastern Seaboard and let it float out to sea." That comment boomeranged on him during the campaign in the form of a Johnson television commercial, as did remarks about making Social Security voluntary, and statements in Tennessee about selling the Tennessee Valley Authority, a large local New Deal employer.
The Goldwater campaign spotlighted Ronald Reagan, who appeared in a campaign ad. In turn, Reagan gave a stirring, nationally televised speech, "A Time for Choosing", in support of Goldwater.
