The 1988 presidential race was predicted to be one in which women voters would determine the winner. In most polls taken prior to the nominating conventions, George Bush trailed Michael Dukakis and much of the difference was attributable to women voters. At the Republican convention in August, Republicans began a well-orchestrated effort to create a new image for George Bush that would appeal to women as well as to the other constituencies he needed to attract for victory in November. Elizabeth Dole, the convention's temporary chair, incorporated elements of the strategy into her speech on opening night. Dole's use of identification strategies enabled her to present Bush as the candidate better able to protect the economic well-being of women who were part of the work force either by choice or necessity as well as to preserve and protect traditional family values. (Author)