CALIFORNIA ELECTIONS: THE AD CAMPAIGN

The race: Governor. Whose ad? Democratic candidate Dianne Feinstein.

Feinstein, the former mayor of San Francisco seeking to become the first woman governor of California, today begins running two advertisements meant to help establish her as the “candidate of change,” her campaign staff says. One praises the Proposition 128 environmental initiative, which Feinstein supports. The other offers a general description by Feinstein of her objectives.

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

Ad: “There’s a special-interest smoke screen choking Big Green,” the narrator says, referring to the proponents’ name for Proposition 128. Clouds of smog fill the screen. “The facts are Proposition 128 removes cancer-causing pesticides from our food and water. And sewage from the beaches. And reduces air pollution.”

Analysis: According to its backers, Proposition 128 would outlaw at least 19 pesticides known to cause cancer in laboratory animals. The ban would take effect within five years, with three-year extensions possible under certain conditions. It would prohibit, within a decade, any discharge of sewage pollutants from a publicly owned sewage treatment plant. And it requires a 40% cut in carbon dioxide emissions--a component of pollution--by the year 2010.

Opponents argue that Proposition 128 is too far-reaching and detailed to be effective. Agriculture interests are working to pass a competing measure, Proposition 135, that would speed research into alternative methods of killing pests, but would not automatically ban cancer-causing pesticides.

Ad: “So to clear the air, environmental groups have provided major funding.”

Analysis: The Proposition 128 campaign says much of its financial support has come from the environmental community, as well as from entertainment industry principals. Opponents of the measure have tried to tie it to one of its authors, Assemblyman Tom Hayden (D-Santa Monica). The ad’s emphasis on environmentalists’ support seems a subtle attempt to deflect attention from Feinstein. The cost of this ad is shared by Feinstein and the Proposition 128 campaign.

The ad ends with a personal appeal by Feinstein to voters, in which the candidate says, “I want to change California. Will you help me?”

A similar tone pervades her second ad:

Ad: “California needs a new governor, because California needs to change,” says Feinstein, speaking directly to the camera. “We need to solve problems, clean up our air and water, protect our people on the streets, improve our education. California needs a governor who’s not going to be afraid of special interests, who’s going to be willing to take them on whether they be Democrat or Republican,.” A narrator says, “Elect Dianne Feinstein governor. Her common sense and uncommon leadership are just what California needs now.”

Analysis: Both Feinstein and her Republican opponent, Pete Wilson, have contended that they have the answers to California’s myriad problems. Feinstein’s ad appears to be trying to fend off suggestions that as governor she would be a tool of Assembly Speaker Willie Brown (D-San Francisco) and other powerful Democrats. Brown is one of Feinstein’s chief supporters, and a constant irritant to Republicans. Both Feinstein and Wilson say the other is beholden to “special interests,” which they define differently.