Beyond The Numbers

Falling favorables. George Bush's popularity has been slipping: 47% of registered voters said they had a "favorable" impression of him, compared with 43% who said their impression was "unfavorable." This is a dramatic change from early March, when Bush's favorable rating was 58%, aginst 30% unfavorable.

Clean slate. Michael Dukakis starts fresh because perceptions of him are still relatively positive, though indistinct. His favorable rating was 54%, with 20% unfavorable and 26% saying they had no impression of him.

The crossover factor. Bush's poor showing among independents and Democrats could become a problem. Just 45% of independents and 27% of Democrats view Bush favorably; Dukakis is looked on favorably by 56% of independents and 45% of Republicans. Republicans admire Bush by an overwhelming margin (79% are favorable), but he must reach beyond his own political family to assemble a majority in November.

Shadow of the king. Bush's problems are compounded by the electorate's general yen for change. When asked whether they preferred the next Administration to continue Ronald Reagan's policies or to strike out in new directions, 60% opted for fresh approaches.

The questions were asked of 1,075 registered voters on April 20 and 21.

CHART: TEXT NOT AVAILABLE

CREDIT: TIME Chart by Cynthia Davis

CAPTION: Which descriptions apply to these candidates?

DESCRIPTION: Attitudes of voters in several areas toward George Bush, Michael Dukakis and Jesse Jackson.