CALIFORNIA ELECTIONS: THE AD CAMPAIGN

The race: Governor. Whose ad? Republican candidate Pete Wilson.

A new 30-second commercial airing statewide criticizes Dianne Feinstein’s pledge during the primary campaign to appoint women and minorities in direct proportion to their numbers in the state’s population. In making the criticism, Wilson makes use of newspaper coverage of Feinstein’s remarks.

Elements of the ad, with analysis by Times political writer Cathleen Decker.

Ad: As a Los Angeles Times headline reading “Feinstein Vows Hiring Quotas by Race, Sex” is flashed on the screen, an announcer says, “Dianne Feinstein has promised as governor to fill state jobs on the basis of strict numerical quotas. Not experience, not qualifications, not ability . . . but quotas.”

Analysis: Feinstein’s pledge was to appoint proportionally; for example, she would give 50% of her appointments to women and 25% to Latinos. In repeating the vow, she has insisted that the appointees would be women and minorities who had the experience, qualifications and the ability to fill the jobs. She has also accused Wilson of implying that there are not enough qualified women and minorities to serve in state government.

Ad: An Asian Week headline, which says “Feinstein Compares White Male Political Dominance to Apartheid,” is raised on the screen. The announcer says, “It’s unfair, it’s extreme and it’s wrong.”

Analysis: During her speeches, Feinstein regularly notes that by the year 2000, minorities will be the majority in California. And, she argues, it would not be fair to have the existing state government bureaucracy--mostly white males--preside over a vastly different population. She has not directly compared sitting politicians to those who rule South Africa’s apartheid system.

Ad: “Feinstein Quota Problem,” the headline of a Los Angeles Daily News editorial, is placed on the screen as the announcer says, “The L.A. Daily News called it ‘intellectually dishonest.’ ” The ads next shows a summation of appointments before and after Feinstein’s tenure as mayor of San Francisco. According to the summation, women held 33% of the appointments before Feinstein and 34% after she took over as mayor. The announcer implies that her campaign promise is particularly dishonest when compared to her record as mayor.

Analysis: Feinstein’s campaign spokeswoman, Dee Dee Myers, said she cannot refute or confirm the numbers, which were accumulated by Wilson’s staff. Myers noted that Feinstein did appoint the first woman treasurer and city attorney in San Francisco history, and appointed two women to the city’s Board of Supervisors.

Ad: The ad concludes: “Can we afford a governor who puts quotas over qualifications and promises over performance?”

Analysis: Again, Feinstein has stressed that she believes she can accomplish both goals--appointing women and minorities in unprecedented numbers while also filling the government with qualified people. Wilson has said he would look at merit alone, while encouraging more women and minorities to apply for government jobs.