"[89]
In 1964, Reagan gave a speech for presidential contender Barry Goldwater[95] that was eventually referred to as "A Time for Choosing".[96] Reagan argued that the Founding Fathers "knew that governments don't control things. And they knew when a government sets out to do that, it must use force and coercion to achieve its purpose"[97] and that "We've been told increasingly that we must choose between left or right."[98] Even though the speech was not enough to turn around the faltering Goldwater campaign, it increased Reagan's profile among conservatives. David S. Broder and Stephen H. Hess called it "the most successful national political debut since William Jennings Bryan electrified the 1896 Democratic convention with his famous 'Cross of Gold' address".[95]

1966 California gubernatorial election
Further information: 1966 California gubernatorial election
Ronald and Nancy Reagan celebrating his gubernatorial election victory, 1966
In January 1966, Reagan announced his candidacy for the California governorship,[99] repeating his stances on individual freedom and big government.[100] When he met with black Republicans in March,[101] he was accused of appealing to white racial resentment and backlash against the Civil Rights Act of 1964. 