Reno Gazette-Journal from Reno, Nevada • Page 6

I 6A RENO GAZETTE-JOURNAL RGJ.COM SUNDAY, OCTOBER 15, 2006 iii 4 AdsTrue information can be out of context Governor's race: Jim Gibbons vs Dina Titus Dina Titus called Washoe County residents rascals after the 1 997 New Year's Day tlood. She's raised property, sales and gas taxes and fees. She called Washoe County a sponge and its residents people who just want handouts. Titus claims she was referring to Northern Nevada legislators as rascals in a joking manner, not to Washoe County flood victims. She said her intent was to make sure funds went to repair the flood damage in the county but not for other projects.

Titus did votein 1991, along with a majority of legislators, to raise taxes. Her "sponge" and "handouts" comments were made during debate on the "Fair Share" bill, which distributed more tax revenue to Clark County and many rural counties after it was discovered that Washoe had received an excess amount of sales taxes. That led to Titus' stating, "Washoe County residents don't want taxes, they don't want growth, they just want handouts." Second congressional district: Jill Derby vs Dean Heller Dean Heller supports privatizing Social Security, which will cut benefits and add $5 trillion in debt. Why? Because he is following his party leaders. Heller said he supports allowing younger workers to put some of their Social Security taxes into private accounts, such as IRAs.

Whether it would cut benefits and cost trillions has been a matter of congressional debate. Heller said retirees and workers nearing retirement won't be affected, but the younger workers who could invest a portion of their Social Security eventually would receive better benefits. The cost to today's workers during that transition is unknown. Dean Heller would -1 i -4' i From 1A said campaign ads contain accurate information, hut that information is presented in a way that is misleading. "They can take a candidate's voting record or a quote out of context," he said.

"The public should view any campaign ad with a little skepticism because they're putting a spin on it and taking information out of context." Representatives from three local advertising agencies agreed to discuss campaign ads currently being televised and whether they are likely to influence voters or not. The agencies don't represent the candidates in the ads. One political ad for Jim Gibbons, which targets Northern Nevada in his race against Dina Titus for governor, is very effective, said Jim Minor, owner of Minor Advertising. It plays on residents' growing concerns over political influence shifting to Southern Nevada, and indicates Titus doesn't have Northern Nevadans' best interests at heart, he said. "The label of 'rascals' isn't quite as offensive as the quote, 'Washoe Gxinty is a Minor said.

"The well-informed voter will take away from this ad that Ms. Titus' interests have historically favored the south and, therefore, it is very effective for the Northern Nevada market." Carlos Vasquez, chief executive officer of Art Associates Advertising, said Jill Derby's ad attacking Dean Heller's stance on privatizing Social Security, played to her strengths. "She has a strong personality and delivers well, which makes voters connect with her," he said. "And she stayed on message. Her whole campaign has done an excellent job of reinforcing that." Vasquez said the "give-career-politicians-the-boot" thrust of Derby's campaign also has been the Democrats' campaign mantra against incumbent Republicans nationwide.

As to whether voters believe political ads are fair and accurate, he said that depends on the individual. "In politics, what is accurate and fair is often based on your own personal perspective," Vasquez said. "Whether it's fair or not, each individual would have to make that decision. This is politics. All's fair in love and war." In the race for lieutenant governor, Bob Unger is running a negative ad that isn't effective against his opponent Brian Kro-licki, said Chris Barrett, president of 1W Strategies, Innerwest Advertising Public Relations' political campaign arm.

Unger's ad attacks Krolicki for giving state contracrs to out-of-state contributors while also trying to get across issues Unger supports, Barrett said. "There are too many issues in one commercial and it's not clear what they're trying to communicate," he said. "It says (Krolicki) got campaign contributions from people who did business with the state, and then suddenly says Bob Unger supports education. Huh? Where did that come from?" That doesn't mean negative political ads can't be effective, Barrett said. "It it's truthful and done in what seems to be a fair manner, I think they are effective," he said.

"If it's a negative and nasty ad, 1 think people are less likely to support the candidate running that ad." Lieutenant governor: Bob Unger vs Brian Krolicki Political contributors have given Krolicki $1 90,000 since 1 997 before and after they received lucrative from his office. After Krolicki shut out a qualified Nevada contractor, he gave an exclusive contract to his out-of-state friends and contributors, prompting a Las Vegas newspaper editorial claim that "it stinks of good-'ol-boy politics and Grand-Old-Party cronyism." The money that Unger claims Krolicki took from people who do business with the state treasurer represents 12 percent of all money raised in Krolicki's eight-year career. He said that would mean 88 percent of all campaign contributions came from people who have done no business with the state treasurer's office. Krolicki said contracts with the treasurer's office go through an administrative process that would filter out any cronyism. Navigating Real Estate Market call E.T.

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