The image of a prison with a revolving door helped George Bush win the presidency in 1988, but did negative advertising damage the electoral process itself? Why did campaign '88 represent an all-time low in the minds of many voters? These are some of the questions that impel this thought-provoking analysis of the 1988 presidential election, sponsored by the John and Mary R. Markle Foundation.

Using extensive empirical studies of the candidates, the media, and the voters, Bruce Buchanan, executive director of the Markle Commission on the Media and the Electorate, traces the roots of...