[ Dukakis v. Bush - Prison Reform and the Peace Dividend ]

Bush Commercials

Bush-Quayle, '88 from Museum of the Moving Image The Living Room Candidate: Presidential Candidate Commercials 1952-2012

This is one of a series of unaccredited, saccharine ads from early in the campaign. A narrator describes Bush's experience and readiness for the presidency.
"Family/Children," Bush-Quayle '88, 1988. College Station, TX: George Bush Presidential Library. [livingroomcandidate.org]

This ad samples from Bush's thousand points of light acceptance speech at the RNC in New Orleans. He also promises "I will not allow this country to be made weak again. I will keep America moving forward, always forward..." this is half saber rattling international jingoism and, perhaps, half a domestic progressive promise.
"The Mission," Bush-Quayle '88, 1988. College Station, TX: George Bush Presidential Library. [livingroomcandidate.org]

Bush campaign added a laugh track to a debate about the death penalty. This is a negative ad. Narrator: "Even Michael Dukakis can't say he's tough on crime with a straight face." This ad includes furloughs, commutations and paroles. "Credibility" and Dukakis' "Hey Pal" feature mean laughter.
"Credibility," Bush-Quayle '88, 1988. College Station, TX: George Bush Presidential Library. [livingroomcandidate.org]

First half in Spanish is about bush being the best candidate for Spanish speakers and their families. Bush reaffirms this in English. The Spanish is not subtitled and the English is. The woman is not identified in the commercial. It is Jeb Bush's wife Columba. Columba gave a Spanish nomination of Bush to the RNC in 1988.
"Father-in-Law," Bush-Quayle '88, 1988. College Station, TX: George Bush Presidential Library. [livingroomcandidate.org]

This is credited to Dennis Frankenberry of the ad agency Laughlin & Constable. Frankenberry, according to his Wisconsin Advertising Hall of Fame biography, wrote and produced most of the commercials for Bush-Quayle '88. This commercial is about a six billion dollar estimate to clean the Boston Harbor. The 1977 Clean Water Act changed the rules about sewage treatment. Regulating and funding the reclamation of places like Boston Harbor was a political issue which emphasized language like 'open sewers' or Cuyahoga River.
Dennis Frankenberry. "Harbor," Bush-Quayle '88, 1988. Original air date: 13 September 1988. College Station, TX: George Bush Presidential Library. [livingroomcandidate.org]

"America can't afford that risk" It lists nine defense industry imperatives which the Dukakis "opposed." These include air craft carriers, stealth bombers, anti-satellite weapons, Pershing II and the invasion of Libya.
Dennis Frankenberry. "Tank Ride," Bush-Quayle '88, 1988. Original air date: 17 October 1988. College Station, TX: George Bush Presidential Library. [livingroomcandidate.org]

"America can't afford that risk" Roger Ailes is also credited with Frankenberry in this ad. Ailes was discovered in Cleveland by Nixon. He also advised Reagan and H.W. Bush. This is about Dukakis' veto of mandatory minimum sentences in drug cases and the weekend furlough program. The ad suggests 268 escaped from the furlough program and "many" are still escaped.
Dennis Frankenberry and Roger Ailes "Revolving Door," Bush-Quayle '88, 1988. Original air date: 1988 College Station, TX: George Bush Presidential Library. [livingroomcandidate.org]

This starts with a Lee Greenwood's "God Bless the USA" and a natural landscape. Then two guys talking about seeds while wearing denim, boots and hats. Then a business man talking to school children dressed as pilgrims while the teacher looks on. Then an old lady holds a baby. On a T.V. screen, Bush I shakes Gorbachev's hand. Either Reagan or Bush was in power during Gorbachev's time as General Secretary. The Intermediate-Range Nuclear Forces Treaty was a policy of both Reagan and Bush and every president until Trump. This covered the American Pershing II and Tomahawk missiles and the Soviet SS-20. The Greenwood and the commercial continue as people vote, Bush looks presidential as he is interviewed, is surrounded by happy kids, and plays with his grandchildren. "God Bless The USA." The Narrator emphasizes "experience."
"Bush America," Bush-Quayle '88, 1988. College Station, TX: George Bush Presidential Library. [livingroomcandidate.org]

This is Ailes without Frankenberry. It uses the same photo of Bush and Gorbachev, now un-cropped to show Reagan and the White House. This is the latest Of the three major Gorbachev-Reagan era meetings Geneva (November 1985), Reykjavik (1986) and Washington DC. (1988). This is a photo from the event where Pershing II was outlawed. The commercial calls for a continuation of "arms-limitations talks." Bush is experienced in negotiations with Russia and Dukakis isn't.
Ailes Communications. "Gorbachev," Bush-Quayle '88, 1988.College Station, TX: George Bush Presidential Library. [livingroomcandidate.org]

"America can't afford that risk" is a long advertisement. It is broken into three sections on the economy (about spending, pensions, and taxes); the harbor (not using federal money to clean up Boston Harbor's open sewage problem) and crime (furloughs for people ineligible for parole). "The Risk" is stylistically similar to "The Mission," "The Harbor," and "Revolving Door."
"The Risk," Bush-Quayle '88, 1988. College Station, TX: George Bush Presidential Library. [livingroomcandidate.org]

Larry McCarthy and The National Security PAC are credited for the "Willie Horton" ad. McCarthy was formerly the chairman of the National Republican Senatorial Committee before working for Ailes between 1981 and 1987. The content of "Willie Horton" is essentially the same as "Revolving Door" and "The Risk." The differences between the two are about the death penalty and the furlough program for first degree murderers. For example: convict Willie Horton who had ten weekend furloughs during his life sentence. Horton escaped, kidnapped a couple, stabbed one and raping the other.
Larry McCarthy and the National Security PAC. "Willie Horton" National Security PAC, 1988. [livingroomcandidate.org]

Dukakis Commercials

Dukakis-Bentsen Comm, Inc., 1988 from Museum of the Moving Image The Living Room Candidate: Presidential Candidate Commercials 1952-2012

"New Era" starts with a highlight from Dukakis' DNC speech in Atlanta. The narrator continues to describe state wide economic growth and recovery, bettering the lives of the working class, balancing budgets and cutting taxes. This is possible because Dukakis is a leader. "New Era," Original air date 10 August 1988. [livingroomcandidate.org]

"Hey, Pal," like Bush's "Credibility" features mean spirited laughter. In this ad it is about the Reagan era republican party's expansion of the national debt from $900B to $2.6T. Dukakis was a technocrat who balanced the budget as mayor.
"Hey, Pal," Dukakis-Bensten Comm Inc., 1988. [livingroomcandidate.org]

"Our Concern" is credited to the Sawyer Miller Group. This agency was not ideological and represented business against Safeway employees, Eastern Airlines against the union, Goldman Sachs, Corazon Aquino, Shimon Peres and Nancy Reagan. They also campaigned for Democrats like Daniel Patrick Moynihan, John Glenn and Geraldine Ferraro. The ad uses clips from the September 25 debate.
Sawyer/Miller Group. "Our Concern," Original air date 25 August 1988. Video Courtesy of Northeastern University Libraries. Michael Dukakis Presidential Campaign Records. [livingroomcandidate.org]

"Crazy" is an attack ad which aired after the Vice Presidential debate between Quayle and Benston. The ad features fictionalized Republican party officials trying to spin the debate, at one point suggesting Bob Dole as a late replacement for Vice President which is "not that crazy" when compared with sticking with Quayle. Attacking the intellectual abilities of Quayle is similear to the Lee Atwater tactic of questioning Dukakis' mental health.
Sawyer/Miller Group. "Crazy," Original 5 October 1988. Video Courtesy of Northeastern University Libraries. Michael Dukakis Presidential Campaign Records.[livingroomcandidate.org]

"Bay" is credited to Miller without Sawyer. It is a response to Bush's "Harbor" style ads. Dukakis claims that $1.5 B in federal funding for the Clean Water act was cut by the Reagan administration and that is why Boston Harbor is filled with sewage. Also, Vice President Bush wanted to veto the act. The ad also includes an endorsement by the League of Conservation Voters.
Scott Miller. "Bay," Democratic National Committee. Original air date: 3 October 1988. Video Courtesy of Northeastern University Libraries. Michael Dukakis Presidential Campaign Records. [livingroomcandidate.org]

"Counterpunch" is credited to Miller without Sawyer. It starts with Frankenberry's "Tank-Ride" ad playing on a tv that Dukakis is standing next to. He turns off the tv and tells the viewer "I'm fed up with...negative TV ads..." In "Counterpunch" Dukakis says he agrees with Bush on "a strong defense." The difference in the campaign to Dukakis is against tax breaks for the wealthy and for housing, health care, education and jobs.
Scott Miller. "Counterpunch," Dukakis-Bensten Comm, Inc., 1988. Original air date 20 October 1988. Video Courtesy of Northeastern University Libraries. Michael Dukakis Presidential Campaign Records. [livingroomcandidate.org]

"Furlough from the Truth" is credited to Tony Podesta who was an organizer and advisor for Democratic campaigns starting with Eugene McCarthy. He worked for nominees Ted Kenneddy, Mondale and Dukakis. Tony and his brother John founded the Podesta Group--a democratic campaign and lobbying group--following the Dukakis campaign. This ad refutes the "Revolving Door" style ads about the Massachusetts furlough program. The program was started by a Republican and Dukakis ended it. It also describes the hypocrisy between the Reagan administration's "war on drugs" and the federally convicted drug dealer furloughs from 1987. The ad has it's own "Willie Horton" moment when it describes the rape and murder of a pregnant mother of two, Patsy Pedrin. The furloughed drug dealer's face is flashed on the screen just like Horton.
Anthony Podesta "Furlough from the Truth" Dukakis-Bensten Comm, Inc., 1988. Original air date 19 October 1988. [livingroomcandidate.org]

"Bio (Spanish)" is Dukakis' version of Bush's "Father-in-Law" commercial, an appeal to Spanish speakers. While Bush highlighted his immigrant inlaws, Dukakis talked about his parent's immigrant story. This included hopes and dreams, assimilation, progress and tradition, and family.
"Bio (Spanish)," Dukakis-Bensten Comm, Inc., 1988. [livingroomcandidate.org]

Miller's "Oval Office" is a negative campaign that questions Quayle's ability to be president. It starts with a New York Times front page headlines about FDR, JFK and Nixon with a refrain about one-in-five Vice President's taking over during the term. The ad's ambiguous statement, "hopefully, we will never know how great a lapse [choosing Quayle] was," could mean vote for Dukakis and the qualified Bensten instead of Bush and the unqualified Quayle.
Scott Miller. "Oval Office," Dukakis-Bensten Comm, Inc., 1988. Original air date: 22 September 1988. [livingroomcandidate.org]

"On Your Side" begins as a "Message from Michael Dukakis" addressed to his "fellow Americans." It is a four minute policy speech that Dukakis delivers while looking into a slowly zoomng camera. He sits alone in a studio and starts by describing himself as an underdog from the start of the campaign. He regrets not being more personal in the campaign and complains about the Bush campaign's "distortion and distraction." Dukakis blames the lack of federal funds for the slow cleanup of Boston Harbor pollution following the Clean Water Act. He talks about his families run in with criminals and promises to "fight against crime." He also discusses increasing the export economy, protecting the domestic labor force, banking regulation, education and health insurance. The election is about "Who do you trust to be on your side?"
"On Your Side," Dukakis-Bensten Comm, Inc., 1988. Video Courtesy of Northeastern University Libraries, Michael Dukakis Campaign Records. [livingroomcandidate.org]

"Noriega" begins with a 1982 Vice President Bush task force that promised to curtail drug smuggling. According to the ad, cocaine "traffic" increased and there were more drugs in the classroom. The ad is also about "Panamanian Drug Lord Noriega" who is pictured sitting next to Bush in a grainy black and white photo. The "Bush record" kept paying Noriega with federal money while engaged in the war on drugs. The Bush portion isn't a negative campaign ad, it is a short history lesson embellished with scary music and an ominous announcer. "Noriega" becomes a negative ad when it questions Quayle's competency to continue the drug war.
"1982 Noriega," Dukakis, 1988. Video courtesy of Northeastern University Libraries, Michael Dukakis Campaign Records. [livingroomcandidate.org]

Newspaper Articles from the Campaign (1987-8)

Diamond, John. "Dukakis Calls for Stronger Conventional Forces" Associated Press14 February 1988 [apnews.com]

Drogin, Bob. "'Not Opposed' to 'Star Wars,' Dukakis Says" Los Angeles Times 9 September 1988 [latimes.com]

Grove, Lloyd "Campaign Ads Play Fast and Loose with the Truth" The Washington Post 21 October, 1988 [washingtonpost.com]

King, John "Massachusetts Furlough Program at Center of Dukakis-Bush Crime Debate" Associated Press 26 June 1988 [apnews.com]

Rosenthal, Andrew "Dukakis Outlines Military Policy and Offers a Challenge to the Soviets" The New York Times 15 September 1988 [nytimes.com]

Toner, Robin "Prison Furloughs in Massachusetts Threaten Dukakis Record on Crime" The New York Times 5 July 1988 [nytimes.com]

UPI Archives "The Outgoing chief of President Reagan's Strategic Defense Initiative…" UPI 30 September 1988 [upi.com]

Walsh, Edward. "Dukakis Would Swap SDI For 'Conventional Initiative'" The Washington Post 14 November 1987 [washigntgonpost.com]

Debates and Speeches (1988-91)

Bush, George HW "Acceptance Speech at the Republican National Convention" 18 August 1988 hosted by the Miller Center [millercenter.org]

Bush, George HW "U.S.-Soviet Nuclear Forces Reduction" 27 September 1991 [cspan.org] [presidency.ucsb.edu]

Commission on Presidential Debates, The "The First Bush-Dukakis Presidential Debate" 25 September 1988 [debates.org]

Commission on Presidential Debates, The "The Second Bush-Dukakis Presidential Debate" 13 October 1988 [debates.org]

Newspaper Articles about Atwater (1989-91)

Atwater, Lee and Todd Brewster Life February 1991. Reviewed in NYT/AP "Gravely Ill, Atwater Offers Apology" 13 January 1991 NYT National pg. 16 [nytimes.com]

Blodgett, Todd "I had an insider view to the Willie Horton story. The real issue wasn't race," 7 December 2018 [desmoinesregister.com]

Brewster, Todd "Weighing Lee Atwater's Regrets" Washington Post 19 April 1991 [washingtonpost.com]

Dionne Jr., E.J. "Recalling the legend of Lee Atwater" Washington Post 5 April 1991 [washingtonpost.com]

Evans, Rowalnd and Robert Novak "Why Democrats Target Gingrich and Atwater" Washington Post 14 June 1989 [washingtonpost.com]

Evans, Rowland and Robert Novak "Atwater Without Apologies" Washington Post 5 April 1991

Anglo American Tank Rides

Getty Images "Margaret Thatcher Riding in Tank West Germany" (1976) [gettyimages.com]

Getty Images "Prime Minister Margaret Thatcher Riding in Challenger" (1986) News Footage [gettyimages.com]

Greiner, D.E. "Michael Dukakis off duty at a gun emplacement overlooking UN Command Military Armistice Commission base camp at Munsan-ni Korea, 1956" Scanned Kodachrome Slide, Type A film shot with outdoor filter. hosted at [commons.wikimiedia.org]

King, Josh "Dukakis and the Tank" Politico 17 November 2013 [politico.com]

Moore, Mark "Michael Dukakis rips 'draft dodger' Trump after tank photo joke" New York Post [nypost.com]

Schulte, Bret "Michael Dukakis: The Photo Op that Tanked: QA with Michael Dukakis" US News [usnews.com]

The Sun, Staff "Liz Truss Margaret Thatcher British Warn Russia (2021)" The Sun [thesun.co.uk]

Secondary and Background sources

Aiken, Joshua "Era of Mass Expansion: Why State Officials Should Fight Against Jail Growth" Prison Policy Initiative 31 May 2017 [prisonpolicy.org]

APS Study Group Participants, APS Council Review Committee "Report to the American Physical Society on science and technology of directed energy weapons" Rev. Mod. Phys. 59, S1 (1 July 1987). [aps.org]

Federal Election Commission "Federal Elections 88: Election Results for U.S. President, the U.S. Senate and the U.S. House of Representatives" Washington D.C.: Federal Elections COmmission, 1989.[fec.gov]

Farrington, Faye "Massachusetts Furlough Program Statistical Fact Sheet" Division of Research: Massachusetts Department of Correction May 1976 [ojp.gov]

Federal Bureau of Prisons "Past Inmate Population Totals" BOP [bop.gov]

G.A.O. "Report to the Secretary of the Army: CONTRACT PRICING Material Prices Overstated in Pershing II Contract" United States General Accounting Office [gao.gov]

Leip, Dave "1988 Presidential General Election Results" USA Election Atlas [uselectionatlas.org]

Mehlman, Ken "Ken Mehlman remarks at NAACP National Convention" July 2005. hosted at [kenmehlman.com]

Mohr, Charles "Pershings Put Moscow On 6-Minute Warning" The New York Times 27 February 1983 [nytimes.com]

Pomeroy, Barry "Throw Your Vote Away: The Simpsons on Electioneering" Writing my way out 14 January 2017 [barrypomeroy.com]

Soviet Nuclear Threat Reduction Act (1991) [govinfo.gov]

Thatcher, Margaret "Peace is the Dividend" quoted in: 28 March 1993 The Oklahoman [oklahoman.com]

World Bank "Military expenditure (% of GDP) United States" World Bank [worldbank.org]