THE 30-SECOND PRESIDENT

According to Moyers, “Film has made it possible to see our century as no other has been seen… In archives and vaults the world over are millions of feet of film, pictures of men and women, moments and events frozen forever before the lens, a vast album of heroes and common folk, sinners and villains, the wonders, cruelties, and disasters of our time.” The program uses rarely seen vintage film to bring history before our eyes as Moyers explores and explains “those vast, subterranean connections which join one age to another.” Topics: political advertisements on television, presidential elections. Two pioneer ad execs, Rosser Reeves and Tony Schwartz, analyze the effects their most famous commercials had on that “one-day sale” held in America on a Tuesday in November.

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