New Ads for 4 Candidates

Los Angeles mayoral candidates Linda Griego and Richard Katz began airing new TV ads Monday. Richard Riordan has two new commercials which start running today; Nate Holden’s first ad begins appearing today as well.

THE GRIEGO AD: Standing in front of a family planning clinic, Griego pledges to “make sure the Police Department stands with the women of Los Angeles to protect and defend our right to choose.”

THE GRIEGO ANALYSIS: Griego, the only politically prominent woman among the 24 candidates, has come up with a provocative message--signaling support for abortion rights--to appeal to women as well as to distinguish herself from her male rivals, who have not yet raised the issue in TV advertising. However, Deputy Mayor Mark Fabiani said, “The mayor doesn’t have the authority to make criminal laws, which is a state responsibility . . . but he certainly can direct the Police Department through the commission to enforce laws that are on the books.”

THE KATZ AD: Featuring snapshots of a number of his rivals, Katz says, “City Hall didn’t lift a finger while thousands in Los Angeles lost their jobs. . . . If you want to change L.A., change the people who run it.”

THE KATZ ANALYSIS: While not part of the “City Hall crowd,” Katz is part of the Sacramento political Establishment. He has been a state assemblyman for 12 years.

THE RIORDAN ADS: One of Riordan’s new ads features four women and a girl, all campaign volunteers, describing the candidate as a man willing to make difficult decisions. The other contrasts comic movie reel shots of strong men with clips of Riordan meeting school children and workers, while a voice-over describes him as a creator of children’s reading labs and industries that have created jobs.

THE RIORDAN ANALYSIS: Continuing to pound on his campaign theme--that he is the only contender “tough enough to turn L.A. around”--Riordan focuses on job creation. While he is credited with helping rescue Mattel Inc., the restructuring led to the closure of its last L.A.-based production facility, layoffs of 250 workers and transfer of its manufacturing operation to Mexico.

THE HOLDEN AD: Holden looks into the camera and declares: “We have to work with business and create more jobs. I will put business back in Los Angeles and Los Angeles back in business.”

THE HOLDEN ANALYSIS: Holden begins his ad campaign late, with only two weeks left before the April 20 election and after several of his rivals have been advertising for weeks. He talks about crime and jobs but offers no specific proposals.