Commercials Target Economy, Gingrich

These two ads, both of which have been airing in roughly 15 key states, including parts of California, neatly encapsulate major themes of the Dole and Clinton campaigns. The Dole ad: The emphasis is on taxes and the economy. The aim is to capitalize on public unease about the economy which continues despite the low rates of unemployment and inflation White House officials tout. Dole says his proposed 15% cut in tax rates would spur a higher rate of economic growth.

Clinton argues the Dole proposal would merely worsen the deficit. Democrats dispute the claim that taxes under Clinton are the highest ever, arguing that the Republican claim is true only if state and local taxes, which Clinton does not control, are lumped in with federal taxes.

The Clinton ad: It is aimed at emphasizing the argument that helped revive the president’s political fortunes in 1995, that voters need Clinton to keep House speaker Newt Gingrich and the congressional Republicans in check. The language of the ad seeks to associate Dole with Gingrich and with “risk,” playing on the reluctance of many voters to reject an incumbent in favor of an untried challenger.

Republicans deny that their plans would “slash” Medicare. Elderly Americans might receive fewer benefits under the GOP plans, but overall spending would continue to go up because of inflation and the increasing number of people older than 65.

THE DOLE AD

“Today, taxes are the highest in American history. . . . Bill Clinton says we have the healthiest economy in three decades. Believe that? American can do better. Bob Dole. Jack Kemp. Cutting income taxes on every family 15%. A $500-per-child tax credit. Higher take-home pay. Bob Dole. Cut taxes. Balance the budget. Raise take-home pay. Tell the truth. Bob Dole. The better man for America.”

THE CLINTON AD

“The Oval Office. If Dole sits here, and Gingrich runs Congress, what could happen? Medicare slashed. Women’s right to choose, gone. Education, school drug programs cut. And a risky $550-billion plan balloons the deficit, raises interest rates, hurts the economy. President Clinton says balance the budget, cut taxes for families, college tuition. Stands up to Dole and Gingrich. But if Dole wins, and Gingrich runs Congress, there’ll be nobody there to stop them.”