carolina senator jesse helms was pulling behind his black democratic challenger. so helms called in the political consultants who in turn helped the helms campaign to fight back. this is what theygn came up wit this ad. you needed that job because you were the best qualified, but they had to give it to a minority because of a racial quota. is that really fair? harvey gains says it is. your vote on this issue, for racial quota, harvey gain, against racial quotas, jesse helms. you were a better candidate than the minority guy that they went with. can you feel the injustice of it all? that ad was exactly what senator jesse helms needed. he won re-election to a fourth term in the senate 54 to 46%. that strategy worked, it worked well, making gant the face of affirmative action, a racial quota system that kept whites at a disadvantage ipfavor of less qualified minorities, it was potent stuff. the race baiting and the zero-sum politics, it moved people because it angered them a
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