CALIFORNIA ELECTIONS: THE AD CAMPAIGN

The race: Governor. Whose ads? Democratic candidates Dianne Feinstein and John K. Van de Kamp.

Feinstein, the confident front-runner, is showing signs of looking beyond the June 5 primary to the November general election with a new 30-second commercial that emphasizes several elements of her record as mayor of San Francisco from 1978 to 1987. As is often the case in compressed television spots, the ad raises several points that might be debatable. The commercial begins airing immediately and will run statewide, the campaign said.

Elements of the advertisement with an analysis by Times political writer John Balzar:

Ad: “Oct. 17, 1989. World Series, Game 3. A day no Californian can forget. But because of one woman’s foresight and common sense, a reinforced Candlestick Park protected thousands when the quake hit.”

Analysis: There were many competing priorities in San Francisco at the time, but earthquakes hold a special terror. So when the Department of Public Works warned her of structural danger at the ballpark, she authorized a $150,000 temporary shoring up of the stadium’s overhanging lip. Later, as part of a $27-million rehabilitation, including the addition of luxury boxes and additional seats, the stadium was permanently reinforced.

Ad: “Her innovative plan built and financed affordable housing. She started the Youth Conservation Corps to train disadvantaged youth. (She saved) the cable cars.”

Analysis: Criticized for supporting the San Francisco high-rise boom, Feinstein’s housing program required developers to contribute to housing as a condition for building. She claims that 5,000 units of housing have been built or rehabilitated at a cost of $35 million since the program began in 1981. Still, a 1989 report by the city found that only 5% of families could afford a median-priced home in San Francisco. The youth corps was started in 1984, after the establishment of a similar program by the state. Finally, with an energetic fund-raising effort, Feinstein was a leader in helping renovate the city’s picturesque 109-year-old cable car system.

Ad: “And (she) signed the law making San Francisco the first major city to divest from South Africa.”

Analysis: This is the most controversial claim in the ad. Feinstein signed a resolution calling for pension fund divestiture in 1985 and signed a stronger city divestiture ordinance in February, 1986. Van de Kamp’s campaign says the advertising claim is distorted and overblown. She signed the ordinance, yes, but opposed it every step of the way through the Board of Supervisors and acted only under threat of a veto override and citizen initiative, the Van de Kamp campaign says. Moreover, her opponent continued, Feinstein successfully lobbied on behalf of the locally headquartered Bank of America for an exemption so the bank could continue to conduct business in both South Africa and with the city of San Francisco. Finally, 36 cities (including Los Angeles) and 11 states passed divestment laws before San Francsico, according to news accounts at the time.

Ad: At the end of the ad, Feinstein takes aim at Republican Pete Wilson. “She’s the only candidate for governor, Democrat or Republican, with a plan to manage growth.”

Analysis: Feinstein has proposed a new state commission to plan for population growth. She says it would be modeled after the state Coastal Commission, empowered to draw up regional growth plans and force adherence by cities and counties. Feinstein says new growth can be accommodated by directing it to those areas that want it. She mentions Chico as an example, although the controlled-growth movement is well entrenched in Northern California.

Underdog Van de Kamp, unable to move ahead in the polls or recapture a sense of momentum, seems to be looking ahead, as well--perhaps to how he will be remembered in the future. Rather than going on the attack as some had predicted, Van de Kamp previewed for statewide airing a soft, inspirational homily about his support for the environmentalist “Big Green” ballot initiative that will face voters in November.

The ad is narrated by Van de Kamp against a changing backdrop of forest, farm and waterfalls, with him holding a child in his arms and speaking to supporters:

Ad: “And the big Green initiative for which I am fighting will change the face of California forever. To protect the coastline. . . . To reforest our land. . . . To outlaw cancer-causing pesticides. . . . And to phase out products threatening the ozone layer essential to life on Earth. . . . And someday, when our peaceful war to save the world is finally won, let it be said the tide was turned here, this year, in this special state, California.”