Kerry’s image improves

WASHINGTON – With the spotlight on his candidacy, John Kerry improved public perception of his character and qualifications but failed to shake up the presidential race – and now the focus shifts to President Bush and his hurdles to re-election:

The Iraq war, which most voters think was a mistake. The economy, which most voters don’t trust with the Republicans. The direction of the country, which most voters think is headed south.

The tough job of changing those perceptions began the moment Kerry left his nominating convention. While in Boston, a heavy emphasis on the Democrat’s sterling war record impressed male voters, according to an Associated Press poll, improving his ratings on honesty, intelligence, likability and even Bush’s strongest issue: the ability to protect the country.

But the bottom line did not change. Kerry and running mate John Edwards are essentially tied with Bush and Vice President Dick Cheney in the AP-Ipsos Public Affairs national poll. In two key states, Florida and New Hampshire, the Democratic ticket has opened up slight leads, according to the American Research Group.

Bush and his allies won’t be shy about going negative against Kerry during their Aug. 30-Sept. 2 convention, White House advisers said. The president also will outline a second-term agenda, including some new initiatives that will be rolled out before, during or after the New York convention.

Bush hopes to rally Republicans with tough-on-terrorism talk and images designed to rekindle memories of the Sept. 11 terrorist attacks, when his response sent his approval ratings soaring.

His advisers say the tactic also will peel away some of the swing voters who moved to Kerry in July and tend to be influenced by the latest big event, such as a nominating convention or terror alerts. Men tend to favor Bush over Kerry, so the president could win back some of those voters.

Bush’s latest television ads use warm-and-fuzzy images to tout his fight against terrorism while alluding to a rosier future: “Freedom, faith, families, and sacrifice. President Bush – moving America forward.”

It will be hard for Bush to persuade skeptical undecided voters to change their minds about him after nearly four years in office. But it might not be any easier for Kerry to convince those same voters that change is necessary, and worth the risk, at a time of war.

According to the AP-Ipsos poll, 59 percent of registered voters believe the country is on the wrong track (compared with 56 percent in July); only 46 percent approve of Bush’s handling of the economy (compared with 49 percent in July); and half believe it was a mistake to go into Iraq (up from 40 percent in April).

Bush is seen as stronger and more decisive than Kerry, but the Democrat is considered smarter, more honest and less stubborn, according to the AP-Ipsos poll.