List of 1988 Swing States - General Election - Campaign

Campaign

During the election, the Bush campaign sought to portray Governor Dukakis as a "Massachusetts liberal" who was unreasonably left-wing. Dukakis was attacked for such positions as opposing mandatory recitation of the Pledge of Allegiance in schools, and being a "card carrying member of the ACLU" (a statement Dukakis made himself early in the primary campaign). Dukakis responded by saying that he was a "proud liberal" and that the phrase should not be a bad word in America. Bush (Yale '48) derided Dukakis (Swarthmore '55) for having "foreign-policy views born in Harvard Yard's boutique." New York Times columnist Maureen Dowd asked "Wasn't this a case of the pot calling the kettle elite?" Bush explained that, unlike Harvard, Yale's reputation was "so diffuse, there isn't a symbol, I don't think, in the Yale situation, any symbolism in it.... Harvard boutique to me has the connotation of liberalism and elitism," and said Harvard in his remark was intended to represent "a philosophical enclave" and not a statement about class. Columnist Russell Baker opined that "Voters inclined to loathe and fear elite Ivy League schools rarely make fine distinctions between Yale and Harvard. All they know is that both are full of rich, fancy, stuck-up and possibly dangerous intellectuals who never sit down to supper in their undershirt no matter how hot the weather gets."

The Dukakis camp tried to tie Bush to some of the recent scandals of the Reagan administration, such as Iran-Contra affair.

Governor Dukakis attempted to quell criticism that he was ignorant on military matters by staging a photo op in which he rode in an M1 Abrams tank outside a General Dynamics plant in Sterling Heights, Michigan. The move ended up being a massive public relations blunder, with many mocking Dukakis's appearance as he stuck his smiling, helmeted head out one of the tank's hatches to wave to the crowd. Footage of Dukakis was used by the Bush campaign as evidence he would not make a good commander-in-chief, and "Dukakis in the tank" — or the "Snoopy Incident" — remains shorthand for backfired public relations outings.

One reason for Bush's choice of running mate, Senator Dan Quayle, was to appeal to a younger generation of Americans. Quayle's good looks were praised by Senator John McCain: "I can't believe a guy that handsome wouldn't have some impact." Quayle was not a seasoned politician, however, and made a number of embarrassing statements. The Dukakis team attacked Quayle's credentials, saying he was dangerously inexperienced to be first-in-line to the presidency.

During the Vice Presidential debate, Quayle attempted to dispel such allegations by comparing his experience with that of former Senator John F. Kennedy, who had also been a young political rookie when running for the presidency. During the Vice Presidential debate, Quayle said, "I have as much experience in the Congress as Jack Kennedy did when he sought the presidency." (Kennedy had served fourteen years in Congress to Quayle's twelve). Dukakis's running mate, Lloyd Bentsen, responded, "Senator, I served with Jack Kennedy. I knew Jack Kennedy. Jack Kennedy was a friend of mine. Senator, you're no Jack Kennedy."

Quayle responded, "That was really uncalled for, Senator", to which Bentsen said, "You are the one that was making the comparison, Senator, and I'm one who knew him well. And frankly I think you are so far apart in the objectives you choose for your country that I did not think the comparison was well-taken."

Quayle's reaction to Bentsen's comment was played and replayed by the Democrats in subsequent television ads as an announcer intoned, "Quayle: just a heartbeat away." Despite much press about the Kennedy comments, this did not reduce the Bush-Quayle lead in the polls. Quayle had sought to use the debate to criticize Dukakis as too liberal rather than go point for point with the more seasoned Bentsen. Bentsen's attempts to defend Dukakis received little recognition, with greater attention on the Kennedy comparison.

During the course of the campaign, Dukakis fired his deputy field director Donna Brazile after she spread rumors that Bush had an affair with his assistant Jennifer Fitzgerald. (The relationship of George H.W. Bush and Jennifer Fitzgerald would be briefly rehashed during the 1992 campaign.)

Dukakis was badly hurt by the Republican "Willie Horton", "Revolving Door", and "Boston Harbor" campaign ads, the latter of which attacked the governor's failure to clean up environmental pollution in the harbor. Dukakis was a supporter of a state prison furlough program, which had begun before he was governor. The program had resulted in the release (furlough) of convicted murderer Willie Horton, who then committed a rape and assault in Maryland. As Governor, Dukakis had vetoed a 1976 plan to bar inmates convicted of first-degree murder from the furlough program. The program was abolished by the state legislature in April 1988 after public outcry over the Willie Horton case.

A number of false rumors were reported in the media about Dukakis, including the claim by Idaho Republican Senator Steve Symms that Dukakis's wife Kitty had burned an American flag to protest the Vietnam War, as well as the claim that Dukakis himself had been treated for a mental illness. Lee Atwater was accused of having floated these rumors.

Although Dukakis did well in the first presidential debate, Bush seemed to score a triumph in the second debate, with a Gallup Poll giving him a 49–43 lead. Before the second debate, Dukakis had been suffering from the flu and spent quite a bit of the day in bed. His performance was poor and played to his reputation as being intellectually cold. The most memorable moment came when reporter Bernard Shaw asked Dukakis whether he would support the death penalty if his wife were raped and murdered. Dukakis's answer discussed the statistical ineffectiveness of capital punishment. Several commentators thought the question itself was unfair, in that it injected an irrelevant emotional element into the discussion of a policy issue, but many observers felt Dukakis's answer lacked the normal emotions one would expect of a person asked about a loved one's rape and death. Tom Brokaw of NBC reported on his October 14 newscast: "The consensus tonight is that Vice President George Bush won last night's debate and made it all the harder for Governor Michael Dukakis to catch and pass him in the 25 days remaining. In all of the Friday morning quarterbacking, there was common agreement that Dukakis failed to seize the debate and make it his night."