The election of 1992 was a contest between the incumbent Republican president George Bush, Democratic candidate and Arkansas governor Bill Clinton, and self-made billionaire and independent candidate Ross Perot. From the outset, Bush’s campaign was marred by the poor state of the economy and his failure to uphold his ‘No New Taxes’ pledge; Clinton withstood allegations about his marriage and personal life. After withdrawing from the running early on, Perot rejoined the race with an unconventional campaign led by television adverts (‘infomercials’) rather than personal appearances. The Bush campaign was disorganized and failed to convey clear messages that connected with voters. Clinton, aided by his youthful image and empathetic tone, successfully engaged with the American people, securing the first presidential victory for the Democrats in twelve years. He announced that ‘the American people have voted to make a new beginning’ and that he would ‘bring the nation together’.
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