and reviews Finkelstein was known for his hard-edged political campaigns, which often focused on a single message with great repetition. He is credited with helping to make "liberal" a dirty word in the United States during the late 1980s and 1990s through the use of commercial messages such as this, intended to damage the image of Jack Reed: While often successful (as with NCPAC's attacks on seemingly moderate Democrats, or the D'Amato and Pataki campaigns in New York), Finkelstein's tactics sometimes backfired – in 1996, his repeated attacks against Minnesota U.S. Senator Paul Wellstone (calling him "Embarrassingly liberal. Decades out of touch.") may have helped galvanize Wellstone's liberal grass-roots base. Republican Sen. Rod Grams eventually condemned Finkelstein's negative ads against Wellstone as excessive; however, his client (former Sen. Rudy Boschwitz) came closer that year than any GOP challenger to defeating a Democratic incumbent. Finkelstein refused the notion he engaged in negative campaigning, a phrase he said connotes false accusations: "It just means that you speak about the failings of your opponent as opposed to the virtues of your candidate"—a strategy he called "rejectionist voting"—a formula based on slogans that disparaged adversaries. Time magazine in October 1996 reported the Liberal-branding strategy was dubbed "Finkel-think" by leading Bob Dole advisers, and the presidential nominee was (belatedly) employing it against President Bill Clinton. Political scientist Darrell M. West, in 1996 said ". . .He uses a sledgehammer in every race ... I've detected five phrases he uses — ultraliberal, superliberal, embarrassingly liberal, foolishly liberal and unbelievably liberal." Philip Friedman, a Manhattan consultant who got his start working for Finkelstein's frequent Democratic rival David Garth, described the pollster as "the ultimate sort of Dr. Strangelove, who believes you can largely disregard what the politicians are going to say and do, what the newspapers are going to do, and create a simple and clear and often negative message, which, repeated often enough, can bring you to victory". Republican strategist Roger Ailes, who worked with Finkelstein on numerous races in the 1980s, described "Art" as "a polling guy with creative talents", John Fossel, chairman of Oppenheimer Funds, characterized him as "basically sort of a mad scientist". Finkelstein polled in Fossel's unsuccessful Republican Congressional campaign in Westchester County in 1982. "We had a knock-down, drag-out over whether busing was an issue in Westchester. His polls told him it was. I said, 'I don't think it is, but