Bill Clinton (43%)
George Bush (37%)
Ross Perot (18.9%)
Why did he win?
Clinton's successes: press support, great campaigner "The Man from Hope" traingulation strategy.
"For People, For a Change". Clinton made use of television as well as advertising. Provided numerous opportunities for unpaid appearances. The day-time talk show became popular it was used for one of the presidential debates. Clinton's ads were consistent in style and message. Attempting to show that his detailed economic plan was solid, many of them used statements of facts/figures. Presented the candidate as a centrist, not liberal nor conservative. Support of the death penalty and their desire to "end welfare as we know it" balance budget and cut all spending - traditionally Republican but worked for them. Being a centrist = triangulation. Trying to avoid placing himself on left-right political system.
"The Man from Hope"
Themes of humble origins and early adversity to strengthen his appeal and help defuse perceptions of an irresolute character--an image that may be his greatest political vulnerability.
Earlier this month, in a major speech on race relations, Clinton worked in the story of his struggles at the hands of his alcoholic, sometimes violent stepfather. And in what aides said was perhaps the most intimate interview of his presidency, Clinton told Good Housekeeping magazine how his stepfather made his home life so unhappy that the younger Clinton had turned into a "loner" who had to construct a separate, more stable world inside his imagination.
Failings of Republicans:
Economic Downturn: unusually weak economic growth during his Administration. And with the Northeast and California hit hardest by the recession, many of these experts say Mr. Bush and other Republican candidates will have a tough battle in those areas. "Even New England, which was the worst economic basket case, is showing signs of recovery stronger than California," These economists say that more than at any…