AD WATCH

The political committee Californians for Budget Accountability -- Yes on 56 has added a new spot to its TV advertising campaign in support of Proposition 56. The March 2 ballot measure, called the Budget Accountability Act, would make it easier for the state Legislature to pass a budget and other financial measures by lowering the threshold of legislative votes needed from two-thirds of both houses to a 55% majority. The initiative also would dock the pay of lawmakers when a budget is late, as well as create a rainy day reserve for the state to dip into during bad economic times.

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Title: “Who”

Producer: Morris & Carrick, Los Angeles

Script: The screen shows a blurry picture of an opposition ad in which a man warns against Proposition 56. A narrator says: “Who’s paying for the ads against Prop. 56? Special interests. Like the tobacco industry, oil companies and the insurance industry.” The screen morphs into a picture of a cigarette pack with those industries listed on it, as well as a dollar sign. “Why? Because their lobbyists like the way the Legislature operates.” The image on the screen changes, like a page in a book, into a new image of a voter guide. “Yes on 56 requires disclosure of legislators’ budget and tax votes on the official voter pamphlet. So legislators are accountable to you, not the special-interest lobbyists.” The screen changes to lawmakers walking around a legislative chamber, getting along and looking productive. “Yes on 56 ends partisan gridlock and late budgets. Yes on 56. Budget accountability. Legislative responsibility.”

Accuracy: The ad is meant to combat the message of opponents, who warn that the ballot measure would result in a barrage of tax increases. When the measure is pitched to voters in such a way, their support for the initiative tends to drop off. The ad is attempting to counter that message by showing voters who is behind it: A handful of large corporate interests -- including oil, tobacco and insurance companies -- are underwriting most of the opposition campaign. What the ad leaves unsaid is that the multimillion-dollar campaign to get the initiative passed is being funded almost entirely by another special interest: public employee unions. The act would create new guides disclosing how lawmakers voted on the budget and taxes, but that information is already posted on the Internet.

Analysis: In the latest public opinion poll, support for Proposition 56 has remained steady at 41% of likely voters -- still a ways from the majority needed for passage March 2. For the initiative to succeed, the campaign must convince voters it is about more than just greasing the path for higher taxes. The ad seeks to make voters wary of that warning, tapping into their skepticism of tobacco and oil companies. It then tries to reinforce the theme that the measure would create the kind of bipartisan working relationships that play well with voters, as well as shed sunlight on Sacramento deal-making.

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Compiled by Times staff writer Evan Halper

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Los Angeles Times