In your heart, you know he's right

Republican nominee Barry Goldwater was well-known for his tough anti-communist rhetoric and defended his "extremism" in his acceptance speech for the 1964 GOP presidential nomination. His campaign staff attempted to appeal to American voters' gut feelings with the phrase "In your heart, you know he's right."

The year after John F. Kennedy's killing, his vice president and predecessor, Lyndon B. Johnson, ran for president as the Democratic contender. His Republican opponent was Arizona Senator Barry Goldwater, who was widely regarded as a right-wing radical, even by members of his own party. Goldwater (or, at least, his campaign) loved gimmicky wordplay and products, such as buttons that read "Au H20" (Au = gold; H20 = water) and his slogan, "In Your Heart, You Know He's Right." And, according to Margaret Kaplan, an editorial assistant at Apollo Publishers who worked on Words to Win By, a book about campaign slogans, Goldwater was experimenting with five different slogans. “This one tested the worst out of all of them, but he was so committed to it,” she told The History Channel.

Some information about Franklin Delano Roosevelt:

• Born: January 2, 1909, Phoenix, Arizona, USA
• Date of death: May 29, 1998
• United States Air Force officer