CALIFORNIA ELECTIONS: THE TV CAMPAIGN

The ballot measures: Propositions 108 and 111. The proposals would modify the state’s spending limit, trigger a 9-cents-per-gallon increase in the gasoline tax phased in over five years and authorize a $1-billion bond issue for mass transit.

Whose ad?: Yes on Propositions 111 and 108, a campaign headed by Gov. George Deukmejian and supported by business, labor and professional groups.

Two 30-second spots featuring traffic congestion and the Bay Area earthquake are scheduled to run for the next two weeks. They began appearing Monday night in San Diego, Los Angeles, San Francisco-San Jose and Sacramento television markets. Although there is no well-financed opposition to the two ballot measures, the television campaign is considered critical to overcoming a general voter distrust and dislike of tax increases.

Neither advertisement mentions that the passage of Proposition 111 would trigger a gasoline tax increase. Neither do the TV ads mention that Proposition 111 would raise the state spending limit to allow expenditure of revenue from the increased gasoline taxes.

Elements of the ads, with an analysis by Times staff writer Virginia Ellis.

Ad: “Experts warn us traffic will double in the next 10 years.”

Analysis: Actually, the ad is referring to studies showing that in specific areas within urban regions, particularly San Diego and Los Angeles, traffic is expected to double and triple over the next decade. A report by The Road Information Program (TRIP) released in January found that on a statewide basis traffic congestion is expected to increase 33% over the next decade.

Ad: “Propositions 111 and 108 raise money for specific projects. . . .”

Analysis: Legislation accompanying the two measures does require the completion of highway projects already scheduled but unable to be completed because of lack of funds. However, it still gives the California Transportation Commission latitude to approve additional highway and mass transit projects within certain guidelines.

Ad: “ . . . Like fixing potholes . . . improving freeways . . . and providing other ways of getting around.”

Analysis: Recents polls show that voters prefer seeing their transportation dollars spent for highway maintenance and repair rather than new construction. And a recent Los Angeles Times poll indicated voters were more inclined to support tax increases for public transit than highways.

Ad: “We have the technology to protect these structures from earthquakes like the one that hit San Francisco in October. We just don’t have the money.”

Analysis: Actually, the California Department of Transportation has the technology to retrofit single-column bridges for earthquake safety, but officials are still working on the technology to retrofit some multi-column bridges.