1. What is the ad trying to do?
    (What reactions does the advertisement try to provoke? Why? What is the anticipated end result for the candidate?)

 

  1. Who is the intended audience?
    (What kind of supporters is the candidate hoping to attract? Who is and is not pictured in the advertisement?  What kind of language does the advertisement use to cater to potential voters?)

 

  1. What strategies does the candidate use to create an identity or self-promote?
    (What kind of image does the candidate cultivate? What props or costumes act as symbols or highlight the candidate’s message? What kind of relationship does the candidate have to others in the image?)

 

  1. What does the ad reveal or conceal about the candidate’s message and platform?
    (How does the candidate support their claims? How might the candidate use language to avoid  or engage with controversial issues? Does the ad provide enough information about the candidate or platform?)

 

  1. What additional information would you need to make an informed decision?
    (What kind of information does the advertisement give you? When would it be most effective or convincing? What additional steps would the candidate need to take for you to follow through on Election Day? What information are you missing and how would you acquire it?)

John Diefenbaker smiles as he is carried on the shoulders of members of a large crowd bearing election posters with slogans such as “Victoire assure pour Diefenbaker Dufresne”, Quebec City, Quebec.
John Diefenbaker campaigning in Quebec City

Media and Document Gallery

Images

John Diefenbaker voting at Prince Albert
John and Olive Diefenbaker beside a campaign train
John Diefenbaker speaking during election campaign
John Diefenbaker chatting with a farmer
John Diefenbaker speaking from an election train
John Diefenbaker with Leslie Frost
John Diefenbaker campaigning in Quebec City

Audio

Part of a speech by John George Diefenbaker at Dauphin Armouries during 1958 election

Creator: Progressive Conservative Party of Canada

Subject: Canada – Parliamentarians | Canada – Personalities | Canada – Election Campaigning

Description: John Diefenbaker discusses the unprecedented wave of support for the Progressive Conservatives which is sweeping Canada

Date Created: 17 March1958

Identifier:MG01/XVIII/T150-PAC17b

Speech by John Diefenbaker at an election rally in Winnipeg during the 1957 election campaign

Creator: Unknown

Subject: Canada – Parliamentarians | Canada – Personalities | Canada – Election Campaigning

Description: John Diefenbaker urges the voters to send Progressive Conservatives to Parliament so that all Canadians will have equality in rights and opportunities in Canada

Date Created: 23 May1957

Identifier:MG01/XVIII/T144-PAC14

Speech by John Diefenbaker to open 1957 federal election campaign at Massey Hall, Toronto

Creator: Unknown

Subject: Canada – Parliamentarians | Canada – Personalities | Canada – Election Campaigning

Description: John Diefenbaker launches the Progressive Conservative Party’s 1957 election campaign, unveiling the party platform

Date Created: 25 April1957

Identifier:MG01/XVIII/T134-PAC6a

Documents

Major Campaign Speech

Creator: John Diefenbaker

Subject: Canada – Elections | National Election – 1957 | Progressive Conservative Party – Campaign | Progressive Conservative Party – National Policy

Description: Campaign speech number 1 is a long version of Diefenbaker’s campaign platform for the 1957 election, where he outlines his vision for “One Canada.”

Date Created:1957

Identifier:MG01/XXI/589 Volume 17 (SCAN 0001 – 0014)

“A Date with Diefenbaker”

Creator: Unknown

Subject: Canada – Elections | National Election – 1957 | Progressive Conservative Party – Campaign

Description: Campaign poster announcing official opening of national campaign for election to be held on 10 June 1957.

Date Created: 25 April1957

Identifier:MG01/IV/304 – 1957 Volume 4 (02548)

“A New National Policy”

Creator: Unknown

Subject: Canada – Elections | National Election – 1957 | Progressive Conservative Party – Campaign | Progressive Conservative Party – National Policy

Description: Campaign booklet includes highlights of PC campaign and direct quotes from Diefenbaker’s speeches.

Date Created:1957

Identifier:MG01/IV/304 – 1957 Volume 4 (02611 – 02621)

“It’s Time for a Diefenbaker Government”

Creator: Unknown

Subject: Canada – Elections | National Election – 1957 | Progressive Conservative Party – Campaign

Description: Campaign flier criticizing Liberal Party’s closure of Parliament to pass “Pipeline Bill” without debate.

Date Created:1957

Identifier:MG01/IV/304 – 1957 Volume 4 (02531 – 02532)

"12 Good Reasons to Vote Conservative"

Creator: Unknown

Subject: Canada – Elections | National Election – 1957 | Progressive Conservative Party – Campaign

Description: Campaign advertisement outlines successes of Diefenbaker's government since the 1957 electoral victory.

Date Created:1958

Identifier:MG01/VII/B/21 Volume 268 (167391)

Opening Campaign Speech

Creator: John G. Diefenbaker

Subject: Canada – Elections | National Election – 1958 | Progressive Conservative Party – Campaign | Progressive Conservative Party – National Policy

Description: Diefenbaker's speech officially opening the 1958 campaign, given in Winnipeg, Manitoba.

Date Created: 12 February1958

Identifier:MG01/XXI/950 Volume 19

"The Great Canadian"

Creator: Unknown

Subject: Canada – Elections | National Election – 1958 | Progressive Conservative Party – Campaign |

Description: Campaign poster for John Diefenbaker

Date Created:1958

Identifier:MG01/VII/B/21 Volume 268 (167376)

"Talking Points for Progressive Conservative Speakers and Workers"

Creator: Unknown

Subject: Canada – Elections | National Election – 1958 | Progressive Conservative Party – Campaign | Progressive Conservative Party – National Policy

Description: Outlines policy initiatives for the 1958 election, including Northern Development.

Date Created:1958

Identifier:MG01/VII/B/21 Volume 268 (167403 – 167436)