Only a year earlier, President George H.W. Bush seemed a shoo-in for reelection. His popularity immediately after defeating Saddam Hussein's army in Gulf War I was off the charts; leading Democrats had demurred from the race; and Republicans had developed a lock on the southern states. But as the war euphoria wore off, popular anxiety over the economy lingered well after the recession of 1990-91, and the Democrats had named two southerners to their ticket. With Texan H. Ross Perot also in the race, southerners had plenty of their own to choose from. Bush found himself running second — occasionally third — in the polls.
The Bush team attempted to contrast Bush's heroic record as a pilot in World War II with Bill Clinton's student deferment and protests against the Vietnam War, but found that U.S. voters were less than eager to re-litigate the Vietnam era.
Here in Wisconsin, Republican Senator Bob Kasten found himself running behind his Democratic challenger, Russ Feingold. Democrats in the state benefited from having fresh faces on the ballot in a year favorable to fresh faces, and Feingold's sunny, upbeat, populist campaign contrasted with the nasty one Kasten had survived against Ed Garvey six years before.
In a move that no Republican would dare make today, Kasten aired TV and radio ads likening his own positions to those of Democrats Bill Clinton and Wisconsin's other Senator, Herb Kohl, owner of the Milwaukee Bucks. Coming from a Republican who had come into office with the Reagan sweep of 1980, the comparison just didn't ring true.
(Evie is Kasten's wife's name.) |
As it turned out, President Clinton would enjoy having the power of a line item veto in 1996 and 1997, only for it to be ruled unconstitutional in Clinton v. City of New York.
Millionaire H. Ross Perot, meanwhile, conducted his campaign exclusively on television, guesting on Larry King Live, and purchasing air time for 30- and 60-minute infomercials as well as more traditional 30-second spots. He nevertheless maintained that he was the leader of a populist revolt against the two major parties.
Returning to the Wisconsin senatorial campaign: Russ Feingold aired several folksy ads of himself campaigning around the state, ending with him showing the back of his left hand to the camera as if it were a map of Wisconsin and pointing out wherever it was he planned to visit next. In one of these ads, he visited The Joke Shop in reliably Republican Waukesha County just west of Milwaukee. The ad included a brief exchange with store owner Jeffrey Campbell, who signed a release allowing the Feingold campaign to use him in the commercial, but later complained that the ad gave the false impression that Campbell, a Republican, supported Feingold.
The Kasten campaign responded with its own ad with the tag line, "If we can't trust Russ Feingold's ads, can we trust Russ Feingold on crime, welfare reform or taxes?"
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