Following his victory in the 1924 election, President Calvin Coolidge continued to oversee an impressive economy while becoming a vocal supporter of women’s, African American, and Native American rights throughout the rest of his term. Initially, many believed Coolidge would seek re-election in 1928, given that he had assumed the presidency less than a year before the previous election following Warren G. Harding’s death. However, in a surprising move, Silent Cal announced in 1927 that he would not run for the election of 1928, despite numerous pleas from GOP members.
With Coolidge opting out of the race, the field was left open for others to vie for the nomination. The top contenders were:
- Frank Orren Lowden: The former Governor of Illinois
- Herbert Hoover: The Secretary of Commerce
- Charles Curtis: The Senate Minority Leader
Despite a lackluster performance in some primaries, Herbert Hoover secured the nomination, with Charles Curtis selected as his running mate. Curtis made history as the first person of Native American ancestry to be nominated for a major party’s presidential ticket.
Two important notes before we move forward: First, Coolidge made a notable remark about Hoover, stating, “For six years that man has given me unsolicited advice…All of it bad.” Such comments were less than ideal for Hoover’s campaign. Second, Hoover’s statement during a speech—”We in America are nearer to the final triumph over poverty than ever before…We shall soon be in sight of the day when poverty will be banished from this land”—would come back to haunt him in the near future.
Al Smith for President
As the 1928 election season unfolded, the Democratic Party lacked a clear frontrunner for the nomination. Among the contenders, Alfred ‘Al’ Smith of New York stood out. Smith, who had previously served as Governor of New York, was known for his social welfare reforms and public work programs. After unsuccessful bids in 1920 and 1924, Smith’s third attempt proved successful as he secured the nomination, becoming the first Roman Catholic to be nominated by a major party.
Smith’s running mate was Arkansas Senator Joseph Taylor Robinson. Although the two men had differing policy views, their combination of a Northern governor and a Southern senator was seen as a way to balance the ticket.
Peace and Prosperity
With the impressive economic performance and his humanitarian efforts, Herbert Hoover appeared to have a strong lead going into the election. Hoover’s campaign emphasized continuing the conservative policies of the previous administrations, with the slogan “A Chicken in Every Pot and a Car in Every Garage” symbolizing the ongoing peace and prosperity. Hoover even involved his Belgian Shepherd, ‘King Tut,’ in the campaign to appear more relatable to the average voter.
However, Hoover faced criticism from Democratic Governor Theodore Bilbo of Mississippi, who accused him of dancing with a black woman at the Republican National Convention—an attempt to dissuade white voters. Additionally, some African Americans were dissatisfied with Hoover for not providing adequate aid to victims of the 1927 Mississippi Flood.
Catholicism, Corruption, & Prohibition
Al Smith’s campaign struggled with several issues. His use of the song ‘Sidewalks of New York’ and his charm did not resonate with voters in the Midwest and South. His opposition to Prohibition was a liability in an era of widespread support for the ban on alcohol, and his campaign’s “wet” buttons were seen as controversial.
Smith also faced scrutiny for his connections to Tammany Hall, a corrupt political machine in New York, which hurt his image. Moreover, anti-Catholic sentiment was a significant challenge, with fears that Smith, as a Roman Catholic, would be influenced by the Pope and make decisions based on religious bias. The Ku Klux Klan’s anti-Catholic rhetoric further damaged his campaign, particularly in Southern states.
The Results
In the 1928 election, Herbert Hoover emerged victorious with a landslide win. Hoover secured 444 electoral votes and 58.2% of the popular vote, defeating Al Smith, who received 87 electoral votes and 40.8% of the popular vote. This marked the second consecutive Republican victory in presidential elections.
Despite his loss, Al Smith made notable gains, becoming the first Democrat since 1912 to win Massachusetts and increasing Democratic votes in traditionally Republican cities. Smith’s narrow loss in New York by just 2% signaled a potential shift in voter alignment.
Thus, the election of 1928 saw the Republicans maintain control of the White House for another four years. However, by the time the election of 1932 arrived, significant changes were on the horizon, setting the stage for one of the most consequential presidential elections since the 1860s.
