Analysis: Bush relaunches faltering campaign

Time to get real for George W Bush?

By Washington correspondent Nick Bryant

This was supposed to be the "character election", a year when the presidential election would be determined by the politics of personality rather than the practicalities of policy.

A year when, in the absence of an economic crisis at home, or a foreign policy crisis abroad, the voters would make their choice based on the style, temper and values of the two men seeking their support.

Such an election was thought to favour George W Bush, an affable and charismatic campaigner, who, after the scandals of the Clinton/Gore era, promised to restore honour and integrity to the White House.

Health care is central to the Republicans' campaign platform

"I want you children to look to the White House with pride", became the staple of his stump speeches, a message which seemed to reverberate with moderate and independent voters, the very people whom in recent presidential elections the Republican Party has found so difficult to attract.

But in recent weeks the focus of Campaign 2000 has shifted from personality to policy, and George W Bush has been slow to respond.

Cradle-to-grave proposals

The publication then of his "Blueprint for the Middle Class", a 15-page summary of his cradle-to-grave policy proposals, effectively marks the re-launch of his faltering campaign.

It is an attempt to sharpen the distinctions with his rival, Vice-President Al Gore, on

• taxes
• what to do the America's budget surplus
• drug benefits for the elderly
• and protecting pensions.

More importantly, it is a concerted and carefully choreographed attempt to regain the initiative: to change the dynamic of the campaign.

Until August, Mr Bush had been riding high in the polls, with a double-digit lead over Mr Gore.

Lieberman factor

But the vice-president's choice of running mate, Senator Joseph Lieberman, transformed the race. Not only did Gore win points for selecting the first Jewish politician to serve on a major party ticket, but also for choosing one of President Clinton's sternest critics during the Monica Lewinsky scandal.

With one politically astute move, Gore neutralised the so-called "Clinton factor", rendering mute the Texan governor's pledge to restore honour and integrity to the White House.

The kiss that boosted the Gore campaign

One of the most respected politicians in Washington, nobody could ever accuse Lieberman of lacking in either. The Connecticut senator also brought energy to the campaign, his relaxed style of electioneering contrasting sharply with the awkwardness and nervous reserve of Dick Cheney, Mr Bush's vice-presidential choice.

Even so, Mr Gore went into his party's convention in Los Angeles with questions still unanswered about his attractiveness as a candidate and his ability to connect with voters.

The dramatic gesture ahead of his keynote speech of planting a long, lingering kiss on his wife, Tipper, remarkably did the trick.

His address, a long and detailed list of proposals targeted at American working families, was well received, his command of policy impressing commentators and voters alike.

Gaffes

Now Mr Bush is trying to regain his voice after a series of embarrassing verbal gaffes, a futile debate about the timing and format of the presidential debates and the needless distraction of a campaign advertisement which was accused of carrying a subliminal message (or "subliminable", in the words of the fumbling candidate).

The hope is to breathe new life into a campaign urgently in need of resuscitation.

There are still seven weeks to go before election day, and there is still time to turn things around.

And most of the key mid-western battleground states - like Wisconsin, Ohio, Illinois, Michigan, Pennsylvania and New Jersey - have Republican governors, which certainly will help in mobilising his conservative base.

But much will hinge on the Mr Bush's performance in three presidential debates scheduled for October, in which Mr Gore, a seasoned and aggressive debater, is the clear favourite.

Bush's main challenge there will to be convince Americans that at a time of unrivalled economic expansion it's "time for a change".

That is a question which more voters are seemingly asking. The Texan Governor needs to produce a convincing answer. And he needs to do so now.