President Bush used many advertising tactics throughout the 1988 election to defeat his opponent Dukakis in the primaries. The primary reason Bush won was because the way he advertised, it is said in chapter 69 that the negative things stay in the voters head rather than the positive things that don't put much of a damper in their brains. Horton was on the headlines with anything that came with the presidential race, Horton was a African American male that was let out of prison on weekend passes from Dukasis when he committed multiple more murders and rapes which put a real damper on Dukasis election running. This really hurt Dukasis because when they see these things they see that he let out hundreds of felon inmates and also many escaped
