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Barry Goldwater was a United States Senator from Arizona who won the Republican Party's presidential nomination for the 1964 election against Lyndon B. Johnson. Goldwater wanted the American people to regain responsibility for choices and take control away from and limit the power coming from Washington. After receiving criticism from the media and other candidates concerning his extremist views, the slogan "IN YOUR HEART YOU KNOW HE'S RIGHT" was used in order to show America that his views and policies were the same as ordinary Americans.
Goldwater lost the election, along with William Miller as his Vice Presidential candidate, carrying only six states and 38% of the popular vote.