A Look at the Ads

Republican U.S. Senate candidate Bruce Herschensohn began airing a television ad this week as his race narrows against Democratic Rep. Barbara Boxer. The two are competing for the six-year seat being vacated by Sen. Alan Cranston. Herschensohn’s campaign routinely declines to reveal what ads cost and how long they will be used.

THE AD: In the 30-second spot, Bruce Herschensohn, standing against a blank background, looks into the camera and speaks.

“In these tough economic times, here are some of my ideas. Protect the environment, not the bureaucrats who give us such absurd regulations that put us out of work.

“And simplify taxes without loopholes. You shouldn’t work for the Congress or the IRS, they should work for you.

“And guarantee Social Security benefits. You earned them, they’re yours.

“It’s bad enough that Congress gave itself a pay raise. Isn’t it your turn?”

An announcer closes with Herschensohn’s slogan, “Fight back with Herschensohn for U.S. Senate.”

THE ANALYSIS: In this ad, Herschensohn’s strategists have focused on two issues on which the candidate has expressed controversial viewpoints that could make him vulnerable: the environment and Social Security. Boxer has attacked Herschensohn on these points, highlighting his position in favor of offshore oil drilling and in favor of abolishing the Environmental Protection Agency.

The Herschensohn campaign said his statement about protecting the environment is meant to stress his belief that environmental protection must be balanced by the impact on the economy. He has blamed “environmental extremism” for loading businesses and farmers with burdensome regulations. Boxer’s campaign argues that his emphasis on “protecting the environment” is hypocritical because his policies would be destructive to the environment.

In addition to his support for offshore oil drilling as a way to make the United States self-sufficient in energy, Herschensohn has called the Endangered Species Act a “national scandal” and opposes desert protection legislation.

Herschensohn campaign manager Ken Khachigian said that despite the candidate’s statements, he has “always been for environmental protection” but for a reasoned approach--not the “police state” approach of the Environmental Protection Agency.

As for simplifying the tax code, Herschensohn favors a flat tax rate that Boxer says would raise taxes on most Californians while giving the rich a break.

Herschensohn uses the ad to urge Social Security benefits be guaranteed. Though he has not argued that benefits be eliminated, Herschensohn has long been a critic of the Social Security system. He has argued for immediate privatization of the system but now says he would not pursue that as a senator. Boxer’s staff is circulating a 1990 Herschensohn newsletter in which he labels the benefit system “Socialist Security” and says it is “nothing more than a con job.”

Boxer spokeswoman Karen Olick said: “It appears from the ad he’ll say anything to get elected. He’s covering up his real views about the environment, taxes and Social Security (and) portraying himself as something he’s not.”