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From the 1984 presidential election campaign. the famous “Bear in the Woods

“There is a bear in the woods” was the opening line of a television commercial for the 1984 U.S. presidential campaign of Republican Party candidate Ronald Reagan. Before the ad was created, the public seemed more comfortable with the way Walter Mondale described how he would negotiate than they did with Reagan’s peace through strength platform. The public could not really see how peace could be realized through strength. Research by award-winning pollster, Richard Wirthlin, detected the nation’s overriding concern about Russia and how to communicate the solution through subtlety.

The commercial featured a brown bear wandering through a forest accompanied by narration suggesting that the bear could be tame or dangerous and that it would be wise to be prepared for the latter. In the final scene a man appears and the bear takes a step back. The ad ends with a picture of Reagan and the tagline: “President Reagan: Prepared for Peace.”

Without directly mentioning opponent Walter Mondale, defense spending, or the Soviet Union (traditionally symbolized by a bear), the ad suggested that Reagan was better prepared to recognize and deal with threats to global stability.


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As much at home writing editorials as being the subject of them, Cam has won awards, including the Canon Media Award for his work on the Len Brown/Bevan Chuang story. When he’s not creating the news, he tends to be in it, with protagonists using the courts, media and social media to deliver financial as well as death threats.

They say that news is something that someone, somewhere, wants kept quiet. Cam Slater doesn’t do quiet and, as a result, he is a polarising, controversial but highly effective journalist who takes no prisoners.

He is fearless in his pursuit of a story.

Love him or loathe him, you can’t ignore him.

To read Cam’s previous articles click on his name in blue.

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