Ad Watch

Bill Clinton’s Democratic presidential campaign unveiled two television ads in five California markets this week, one touting his education record as governor of Arkansas, the other promoting his intention to “put people first” in his policies.

TV Ad No. 1

The first ad, which began airing Wednesday, shows Clinton chatting with students, at a computer and teaching a class. A narrator notes: “He worked hard to put himself through school, so he knows the value of education.” The ad then says that as governor, Clinton “has spent a decade reforming some of the worst schools in the country,” pushing for teacher testing (“despite stiff opposition from special interests”), sex education, health clinics in schools and a requirement that students stay in school or lose their driver’s licenses. The ad asserts: “Today, graduation rates are up, class sizes are smaller and students are learning more. A real ‘education President’ with a real plan.” It then invites viewers to call an 800 number to obtain a copy of his education plan.

Analysis

Improving Arkansas schools has been one of Clinton’s main goals during his 12 years as governor, but the results have been mixed. The state’s schools ranked among the nation’s worst when he first took office, and they still do. Clinton’s plan for teacher testing stands out as one of the few times he did not compromise when opposed. His sex education and health clinic proposals were instituted only recently and only in some places. His driver’s license revocation law passed just last year and has not been fully implemented. Graduation rates are up, as the ad says, but still lag behind the national average. And test scores have not gone up, and in some areas have dropped. Supporters say the full effects of his changes will take time to be felt.

TV Ad No. 2

In the second ad, which began airing Thursday, Clinton says: “The American people ought to be mad. The middle class is collapsing. Poverty is exploding. Only the rich are doing better, because for 12 years we’ve been dominated by selfishness and greed and the concern for the short run. And frankly, both parties in Washington have let us down. We’ve got to invest in our people again. In our jobs. In our education. In our health care. We’ve got to try some ideas that neither party has embraced. . . . We can turn it around. But only if we put our people first.” The ad also shows an 800 number viewers can call to get a copy of his economic plan.

Analysis

Clinton aides acknowledge that the ad is aimed at people who are attracted to Ross Perot’s non-ideological protest message. However, Clinton began using this phrase--putting people first--in March to contrast himself with former Massachusetts Sen. Paul E. Tsongas, who then was one of his Democratic foes. And he talked about reinventing government and developing a new covenant with voters in his earliest campaign speeches last fall.