Origins of the Pledge: A Marketing Strategy
The first version of the Pledge of Allegiance was written in October 1892 to mark the 400th anniversary of Christopher Columbus’ arrival in the Americas. Historians have long identified its author as Francis Bellamy, an ordained Baptist minister and Christian socialist who got a job working for the family magazine Youth's Companion. (In 2022, historians raised new questions about whether Bellamy wrote the pledge himself or stole it from a boy who submitted it to the magazine.)
As a marketing gimmick, Bellamy put together a program for schools to use to mark the Columbian Exposition, and successfully lobbied Congress to support the program. Part of this program was a Pledge of Allegiance, which originally read:
“I pledge allegiance to my flag and the Republic for which it stands—one Nation indivisible—with liberty and justice for all.”
Like the magazine’s other marketing strategies, which included sending flags and pictures of George Washington to schools, the pledge was part of a push for “Americanization.” Bellamy was one of many Protestant Americans of northern European heritage who believed that new immigrants from southern and eastern Europe, many of them Catholic, were harmful to the “American” way of life, and that they needed to assimilate.
World War II and the Standardization of the Pledge
Over the next few decades, schools and organizations that chose to recite a pledge used variations of Youth’s Companion’s version or made up their own pledges. On June 22, 1942—just over six months after the United States entered World War II—the U.S. government officially recognized a standard version of the pledge for the first time when Franklin D. Roosevelt signed the U.S. Flag Code.
The pledge in the Flag Code was a version of Youth’s Companion’s original pledge, and still contained no reference to God. Even so, the issue of whether children should recite the pledge in school came up in two Supreme Court cases around this time.
Eisenhower Adds ‘Under God’ to Official Pledge