Word: dukakises
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Dates: during 1980-1989
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As Bush's negatives receded, he sought to raise those of Dukakis. After slipping up in the first debate, Bush smiled and said, "Wouldn't it be nice to be the Ice Man, so you never make a mistake?" His aides later christened the contest the Nice Man vs. the...
The Dukakis camp came late to the likability wars. Competence was what counted. So what if he sometimes seemed to be running for Accountant in Chief? After the first debate, however, polls showed this to be costly; a TIME poll revealed voters thinking that Dukakis had won, but that Bush...
The new strategy was simple: depict the Nice Man as incompetent, and the Competent Man as nice. The Governor began to act more like Mike Douglas than Mike Dukakis. In North Dakota he pecked two cheerleaders on the cheek and led a crowd in a spirited rendition of Happy Birthday...
But likability goes deeper than gestures. "It is the ability to disclose a sense of the private self in public," says Kathleen Hall Jamieson, a scholar of the presidency. "In the television age, candidates have to be comfortable with public intimacy and self-disclosure." But Dukakis, as last week's...
"Competent people are sometimes seen as arrogant," says Bush's director of polling, Vince Breglio. "He's made competence his emblem. But competence is only a part of image. A President has to be open and caring, as well as tough and hard. He must project a comfortable image. It...