---
title: Peace, Little Girl ("Daisy")
url: https://propagandaarchive.org/collection/daisy-ad-1964/
description: A frame from the 1964 Johnson campaign ad. A girl counts petals as she pulls them from a daisy; a man's voice counts down and the picture cuts to a…
section: Collection
---

[Collection](https://propagandaarchive.org/collection/)

[![Peace, Little Girl ("Daisy")](https://propagandaarchive.org/collection/images/daisy-ad-1964.jpg)](https://propagandaarchive.org/collection/images/daisy-ad-1964.jpg)

# Peace, Little Girl ("Daisy")

A frame from the 1964 Johnson campaign ad. A girl counts petals as she pulls them from a daisy; a man's voice counts down and the picture cuts to a nuclear explosion. Johnson's voice says: 'These are the stakes: to make a world in which all of God's children can live, or to go into the dark.' Goldwater is never named. The harm is implied, not argued, and one remedy is offered: vote for Johnson.

- **Date:** September 7, 1964
- **Period:** [Cold War](https://propagandaarchive.org/collection/#era=cold-war)
- **Made by:** Lyndon B. Johnson presidential campaign (Democratic); agency Doyle Dane Bernbach with Tony Schwartz
- **Region:** [North America](https://propagandaarchive.org/collection/#region=north-america)
- **Country:** [United States](https://propagandaarchive.org/collection/#country=united-states)
- **Medium:** [Broadcast](https://propagandaarchive.org/collection/#medium=broadcast)
- **Issuer type:** [Party](https://propagandaarchive.org/collection/#actor=party)
- **Regime:** [Johnson Administration](https://propagandaarchive.org/collection/#regime=johnson-administration)
- **Leader:** [Lyndon B. Johnson](https://propagandaarchive.org/collection/#leader=lyndon-b-johnson)
- **Audience:** [Domestic public](https://propagandaarchive.org/collection/#audience=domestic-public)
- **Purpose:** [Persuade or win support](https://propagandaarchive.org/collection/#purpose=persuade-support)
- **Themes:** [Elections and party politics](https://propagandaarchive.org/collection/#theme=elections-party-politics), [War and the military](https://propagandaarchive.org/collection/#theme=war-military)
- **Event:** [1964 US Election](https://propagandaarchive.org/collection/#event=1964-us-election)
- **Techniques:** [Fear appeal](https://propagandaarchive.org/techniques/fear-appeal/)
- **Source:** Identified Openly sourced: the speaker is who they say they are
- **Source:** [Wikimedia Commons](https://commons.wikimedia.org/wiki/File:Daisy_(1964).webm), retrieved September 27, 2026
- **Rights:** Public domain (published without a copyright notice, per Wikimedia Commons) YouTube: "Daisy" Ad (1964): Preserved from 35mm in the Tony Schwartz Collection – View/save archived versions on archive.org

## Text on the object

Checked for printed text

No printed or legible text on this object.

This frame (the girl counting petals in the field) carries no on-screen text, no title card and no lower-third caption. The ad is known to end on a text card naming Johnson, but that is a different frame from the one catalogued here and was not itself examined for this entry.

[← President Johnson's Gulf of Tonkin 'Midnight Address'](https://propagandaarchive.org/collection/gulf-of-tonkin-address-1964/) [Melati bedonbal-e shah-e khod (A Nation Following Its Shah): Pahlavi government poster →](https://propagandaarchive.org/collection/pro-shah-nation-follows-shah-1965/)

## Using the same techniques

- [Der Warner (broadsheet lampoon on the Jesuits after Breitenfeld and Rain)](https://propagandaarchive.org/collection/der-warner-anti-jesuit-broadsheet-1632/) (1632 · Scapegoating, Fear appeal)
- [Sans-Culottes, feeding Europe with the Bread of Liberty (James Gillray)](https://propagandaarchive.org/collection/sans-culottes-bread-of-liberty-gillray-1793/) (Jan 12, 1793 · Fear appeal, Name-calling)
- [豬叫取胎圖 (Picture of the Pig Sect Extracting a Foetus), from Reverently Obeying the Sacred Edict: A Complete Picture Gallery to Repel Heterodoxy](https://propagandaarchive.org/collection/pig-cry-taking-foetus-hunan-1891/) (1891 · Fear appeal, Name-calling). Content note: Colour woodblock caricature depicting foreign Christians as members of a 'pig' sect and showing them cutting a foetus from a woman; violence against a woman and derision of Christianity.
- [The Radical Programme, No. 4: Dismemberment of the Empire (Gladstone & Co. auction India), St Stephen's Review Presentation Cartoon](https://propagandaarchive.org/collection/radical-programme-selling-india-st-stephens-review-1891/) (Oct 31, 1891 · Fear appeal, Scapegoating)
- [En posesión de su presa (In Possession of Its Prey)](https://propagandaarchive.org/collection/en-posesion-de-su-presa-el-diablo-1894/) (Jun 2, 1894 · Fear appeal)
- [劉永福懸賞抓拿日本奸細告示 (Liu Yongfu's notice offering rewards for capturing Japanese spies), Taiwan](https://propagandaarchive.org/collection/liu-yongfu-reward-notice-japanese-spies-1895/) (1895 · Name-calling, Fear appeal)
- [Sífilis: Curación absoluta y radical en el Sanatorio para sifilíticos (Syphilis: Absolute and Radical Cure at the Sanatorium for Syphilitics)](https://propagandaarchive.org/collection/sifilis-sanatorio-abreu-1900/) (1900 · Fear appeal)
- [時局圖 (The Situation in the Far East / Map of the Present Situation), newer version with English labels](https://propagandaarchive.org/collection/situation-in-far-east-tse-tsan-tai-1900/) (1900 · Fear appeal)