Election 2014: Is it All About TV and Video Spots, Not Issues?

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Monday, June 16, 2014

Kate Nagle, GoLocal Contributor

Is the 2014 election season in Rhode Island more about candidates' TV and video spots than about the issues?

From gubernatorial candidate Allan Fung's "Blockhead" ad, to Providence Mayoral candidate Brett Smiley's national-attention grabbing spot, the question of style versus substance has arisen as the campaigns gear up towards the primaries in September, with an eye to the general election.

SLIDES: See Rhode Island Candidates' TV and Video Spots BELOW

"There's still plenty of time in the campaign season for issue-oriented ads to appear," said Rhode Island College Professor of Communications Valerie Endress. "Often candidates will roll out argument spots following their first televised primary debate and will identify key policy stances as a way to differentiate their candidacy from the rest of the pack."

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Veteran Rhode Island political pollster Victor Profughi, however, questioned the timing in the case of Fung's "Blockhead" ad.

"I'm not sure why any candidate -- and I still consider it early on in the primary season -- I don't know why a candidate would go out guns blazing on TV at this time," said Profughi. "It's the way consultants might recommend, because there's a lot of money it."

Addressing the Electorate

"First of all, any political consultant worth his salt would tell his candidate is the first thing he has to do is present himself with his image and agenda to their voters," said Profughi. "[Fung's] consultants were probably frightened into the sense that he was behind in the fray, even thought they've denied this, I don't find that credible."

While Republicans Fung and Block -- who first ran his "3-2-1" ad before taking Fung to task -- have both "gone negative" with the primary less than two months away, the Democratic gubernatorial candidates have all put forth ads focusing primarily on their experience and backgrounds.

Retired veteran Providence Journal political reporter Charlie Bakst spoke to issues being cast aside in lieu of other differentiating factors in the Democratic primary.

"Especially at this stage of the cycle, issues generally are not the foremost concern; most candidates, especially in the Democratic primary for governor, are trying to introduce themselves and present a warm, positive image, including the references to Gina's father, Angel's mother, and Clay's grandfather," said Bakst.

"In this race, I doubt "issues" in the sense of policies [regarding] education, economy, environment etc will dominate. For one thing there's not much difference among these three candidates on policies or goals," continued Bakst. "I think you'll see a lot of emphasis on qualifications, experience, broad themes such as leadership."

Bakst addressed what he saw was the primary the role of ads during the election cycle.

"As for 'memorable' ads, I wouldn't necessarily contrast them with "substantive,' said Bakst. "In other words, they can convey very important information, personal or thematic, but, whatever the case, these ads are a way of attracting attention, and that can be very crucial when so many candidates are running for so many offices - governor, mayor etc - and each one may feel a need to cut through the clutter."

Bottom Line

With the primaries less than three months away, Endress cautioned about the timing -- and usage -- of negative ads in a campaign.

"Once policy stances are known to the public, candidates employ attack ads, designed to reduce the credibility of opposing candidates. Generally candidates want to establish goodwill and credibility before attacking opponents. Mayor Fung's timing was risky, because he hadn't yet set the groundwork," said Endress.

"Attack ads work best when they target unpopular policy stances or specific actions. Care must be taken to keep the target narrow and make sure that the voting public doesn't get caught in the crossfire. While the "Blockhead" word play might have been appealing in some circles, Fung attacked voters that he may need to count on beyond the primary," said Endress. "And, too, attack ads must pass the truth test in order to be effective and here, too, the Fung ad fell short."

Profughi spoke as well to the timing of the ads. "It's unusual for a candidate to initiate TV with negatives. Negatives are usually recommend when candidates has been adversely impacted by the opposition and you're trying to change the scenario quickly," said Profughi.

However, looking at the big picture, Profughi noted that while ads played a role, campaigns always come down to the basics.

"[Advertising] this early in the game it's not nearly as important as identifying people who are more likely willing to vote and getting boots on the ground and out election day," said Profughi.

2014 Political Ads and Videos

Anti-Cianci

The Anti-Cianci group has finally been established and launched their first TV ad.

The group is lead by former East Side State Senator and three-time failed candidate for Governor.

This is the second time the group tried to form.

Clay Pell

Hope

Democratic candidate for Governor Clay Pell has released a new political ad titled, "Hope".

The ad demonstrates Pell's decision to run a positive campaign, his plan for Rhode Island, and his pledge not to accept contributions from PACs or state lobbyists.

"I have a real plan to make Rhode Island ready for tomorrow: To invest in education, rebuild our infrastructure, create jobs, and ensure equality for all. I'll be a different kind of Governor. I'll never take a dime from PACs or state lobbyists," said Pell.

Nellie Gorbea

Deputy

Democratic candidate for Secretary of State Gorbea launched her first TV, "Deputy", three weeks prior to the primary.

The ad starts out by Rhode Islanders confusing Gorbea as the most recent Secretary of State -- with Gorbea correcting them.

"Nellie will hold lobbyists accountable...no more of that 83 Studios nonsense," says a hairdresser in the ad.

"38 Studios," replies Gorbea.

Guillaume De Ramel

Foundation

Democratic candidate for Secretary of State Guillaume De Ramel has released a new campaign video titled, "Foundation". The video highlights De Ramel's reform agenda.

"I’m not taking a penny from lobbyists. We'll build a Rhode Island that works for all of us," said De Ramel.

Guillaume De Ramel

Spelling Bee

Guillaume De Ramel, Democratic candidate for Secretary of State, has released his first television ad.

The ad illustrates De Ramel's reform policies.

“Rhode Islanders need a watchdog to ensure something like 38 Studios never happens again,” said Guillaume. “There is so much potential in our state and I know we can positively impact our economic climate by cutting red-tape, increasing openness and transparency, and creating a new way of doing business here in Rhode Island."

Pell

Ideas

Democratic gubernatorial candidate Clay Pell released a new campaign video titled "Ideas," responding to an attack ad from primary opponent Angel Taveras.

"I learned from my grandfather that campaigns shouldn't be about tearing people apart, but about ideas," Pell said. "Let's reject the old politics of attack and innuendo, and build a better future for Rhode Island."

Fung

Open for Business

Cranston Mayor and Republican gubernatorial candidate Allan Fung released a new campaign video titled "Open for Business."

"I became Mayor of Cranston, where I froze taxes for 3 years, saved millions reforming public pensions, and helped create 1,000 jobs," Fung said. "I'll do the same as Governor."

In the ad, Fung pledges to "challenge the old way of doing business" and make Rhode Island "open for business again."

Pell/Kwan Equality

Equality

The 30 second ad highlights Pell's women's equality agenda and is narrated by Michelle Kwan, former Olympic skater and wife of Democratic candidate for Governor Clay Pell.

"Clay is committed to a women's equality agenda that strengthens protection for women in areas like pay equity, sexual harassment and domestic violence,” Kwan says. "Clay knows Rhode Island can be ready fro tomorrow by making it one of the best places for women to live and work."

Taveras

Know Better

A new TV ad by Angel Taveras throws a counter punch at Democratic primary opponent Gina Raimondo for her ad criticizing his economic record as mayor of Providence.

"You've probably seen that ad where Treasurer Raimondo is blaming me for Rhode Island's economy," Taveras says. "We know better. The state was already struggling when the Wall Street crash made it worse."

"My opponent wants to throw stones from On High," Taveras contnues. "I want to build a better future from the ground up."

Raimondo

Raimondo: Ironworker

A new TV ad by Gina Raimondo is a direct negative hit on Angel Taveras. The ad questions Taveras' record in Providence and his ability to lead.

Is this an act of a desperate Raimondo or the first step to openning up a lead?

Biggest question is do voters leave Taveras to go to Raimondo or will they all shift to Pell?

Taveras

Taveras: Main St. vs. Wall St.

Angel Taveras, Democratic candidate for governor and the current mayor of Providence, has released a new television ad describing himself as the "Main Street" option and painting his opponents as politicians with Wall Street interests.

“Me, I’ll take Main street in Rhode Island over Wall Street any day," said Taveras.

Fung TV Jobs

Fung for Governor

This May video spot was the first GOP ad of the 2014 campaign for Governor. In this ad the Fung campaign focused on his record of job creation while Mayor of Cranston.

Blockhead

Blockhead

The first negative ad in the race for Governor was launched by Allan Fung's campaign hitting Block on his ties to Chafee and Obama.

Geek

Man with a Plan

The Brett Smiley for Mayor campaign has launched one of the most enjoyable TV ads. The problem may be that it appeals to his base and may be tone deaf to the issues of jobs, potholes and crime.

Folks in Providence may be looking for action rather than plans.

1-2-3

Block's 3-2-1

Like Smiley, Block comes out early with a "plan" ad. For Rhode Islanders suffering through the worse economy in the country and the highest unemployment patience for plans may run thin.

Pell Announcement

Pell for Governor

Pell's announcement video came before it was unveiled he forgot to vote and lost his car. This announcement video was the first look at candidate Pell for most Rhode Islanders.