1992 Presidential Election Campaigns Bush Vs. Clinton

1767 words - 8 pages

Abigail Swihart
Political Communications
Dr. Robert Bond
February 26th, 2015
Political Advertisements

1992 Presidential Election Campaigns - Bush vs. Clinton

During the 1992 presidential election, most of the advertisements were intended to portray the core values of the average American. Both George H. Bush and Bill Clinton attempted to portray patriotism and a deep sense of American pride within their campaigns making the economy one of the key topics of this election. But only one of them seemed to be successful. When analyzing their ad campaigns, it is important to take a look at the historical context of their ad campaigns and how the relate to their platform, public opinion ...view middle of the document...

According to Electoral Choices and Core Value Change, citizens that backed Bill Clinton were more committed to egalitarianism and less attached to moral traditionalism. The reverse was true when President Bush was running for president. I think that this makes sense because citizens at the time seemed to want a stronger economy and welfare system for those who cannot work. This also seems to coincide with middle class concerns; working, economy and equality for all.
George H. Bush’s “Favor Rev 1” presidential ad campaign, focused primarily on the issues of the current Welfare system and how it was doing any injustice to the current citizens living on that system. The focus seemed to be very serious that he wanted welfare to be reformed and he seemed to believe that everyone should be able to work for the American dream. Bush even goes on to say that the current welfare recipients should not have their dignity “stripped from them”, this comment could have been offensive to some of the voters that were on welfare at the time. I think Bush’s intentions for this ad campaign were very honest and true, but it did not focus on what the American people wanted to hear. There was no imagery, no story to follow and basically just the image of George H. Bush just lecturing through the TV that he wanted to reform welfare. It really felt unemotional, scripted and almost cold. Economy was a main concern at the time and this ad campaign did not address it. He could have even touched on how welfare reform could have improved the American economy, but he really just focused on how he did not like the current welfare system and that he wanted to change it, he did not even go into detail on how he was going to change it. My perception of this advertisement felt like it was a parent lecturing me about a welfare without any content or data to back up his beliefs.
Another Bush commercial that bush aired was the “Guess” campaign. It focused on Bill Clinton’s time in Arkansas and how he will raise taxes on the US to make more money. This ad campaign that Bush’s camp aired really only focused on what Bill Clinton was doing to taxes in Arkansas and that he would do it with the Federal Government as well. I find this ad very interesting because George H. Bush was widely criticized for raising taxes when he said in a previous election that he wouldn’t, yet he can criticize Bill Clinton for raising taxes during his time in Arkansas. This commercial had really fast paced music and quick segmented video clips which really amplified the fact that Bush’s camp was poking fun at the spending habits of Bill Clinton and the Democratic Party. Another aspect of the music was mostly banjo and blue grass genre which could by symbolizing the average American. One last concept I noticed in this campaign was the use of American symbolism; tourism, beer and cable subscription taxes. All of those things can really affect middle class workers. In some ways, this could possibly show...

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