1996 Clinton VS. Dole

"Next Century"

Transcript

Museum of the Moving Image
The Living Room Candidate
"Next Century," Clinton, 1996

BILL CLINTON (voiceover):
Let me say to you that I am honored to have been given the opportunity to stand up for the values and interests of ordinary Americans.

[TEXT: WELFARE REFORM, WORK REQUIREMENTS.
MEDICARE, EDUCATION PROTECTED]

BILL CLINTON (voiceover): My job as president is to take care of the American people. And I have done my best to take care of this country.

[TEXT: DEFICIT CUT 60%. TAXES CUT FOR 15,000,000 FAMILIES]

BILL CLINTON (voiceover): We are safer. We are more secure,

[TEXT: DEATH PENALTY FOR DRUG KINGPINS]

BILL CLINTON (voiceover): We are more prosperous,

[TEXT: A GROWING ECONOMY: 10,000,000 NEW JOBS]

BILL CLINTON (voiceover): But in the end, what we stand for,

[TEXT: FOR THE FUTURE...EXPAND FAMILY & MEDICAL LEAVE]

BILL CLINTON (voiceover): The values we embrace and the things we fight for,

[TEXT: FOR THE FUTURE...BAN "COP KILLER" BULLETS]

BILL CLINTON (voiceover): Will shape the future

[TEXT: $1500 TAX CREDIT FOR COLLEGE TUITION/JOB TRAINING]

BILL CLINTON (voiceover): That we will all live with.

[TEXT: PROTECT CHILDREN FROM TOXIC WASTE]

BILL CLINTON (voiceover): If we hold out our hands in cooperation,

[TEXT: CAPITAL GAINS TAX CUT FOR HOME OWNERS]

BILL CLINTON (voiceover): But always stand up for what we know is right,

[TEXT: BALANCE THE BUDGE FOR A GROWING ECONOMY]

BILL CLINTON (voiceover): This country's future will be even brighter than its brilliant past.

BILL CLINTON: It is our responsibility to make that happen.

[TEXT: CLINTON/GORE. BUILDING A BRIDGE TO THE 21ST CENTURY]

Credits

"Next Century," Clinton/Gore '96 General Committee, 1996

From Museum of the Moving Image, The Living Room Candidate: Presidential Campaign Commercials 1952-2012.
www.livingroomcandidate.org/commercials/1996/next-century (accessed June 9, 2025).

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1996 Clinton Dole Results

Thanks to a robust economy and the absence of divisive foreign-policy issues in the presidential election, Bill Clinton enjoyed a relatively trouble-free ride on his way to becoming the first Democrat since Franklin Roosevelt to be elected to a second full term. Clinton’s victory represented an impressive political comeback. In 1994, Republicans had won control of both houses. Wielding enormous influence, House Speaker Newt Gingrich had forged the Republicans' "Contract with America," a conservative legislative agenda. During intense budget battles between the president and Congress, the federal government was shut down twice. Clinton blamed this on the Republicans, which enabled him to position himself in the center and portray the Republicans as extremists. The Clinton campaign repeatedly linked his opponent Bob Dole to Gingrich, while championing mainstream causes such as the Family Leave Act, college tuition credits, and a ratings system for television. Dole tried, without much success, to use the "character issue" to his advantage. Yet the public showed little interest in Clinton scandals such as "Whitewater," "Filegate," and "Travelgate," and allegations of campaign-finance abuse.

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