Critical campaign ads between gubernatorial candidates, current Republican Gov. Scott McCallum and Democratic state Attorney General Jim Doyle, appear to contrast the milder-toned ads seen during the primary elections.
Chris Lato, Communications Director for the Republican Party of Wisconsin said the latest ad released by the Republican Party of Wisconsin was not
egative,"" but informed citizens of the candidates' positions. According to Lato, the ad called on citizens to oppose Doyle's plan to balance the budget, which he said includes tax increases requiring working families to pay more and jeopardizes job growth.
In the ad, RPW Chairman Rick Graber said Jim Doyle wants to tax "". ...Wisconsin citizens from the cradle to the grave.""
Doyle press secretary, Jessica Erickson said the Republican Party ad is false and that the Doyle ad responds to it.
""There's a big difference between setting the record straight and trash, and we're setting the record straight with our ad,"" Erickson said.
The Doyle ad shows an image of a Milwaukee Journal Sentinel headline that reads, ""Doyle opposes tax increase to solve budget deficit."" Meanwhile the narrator says, ""The truth is, Jim Doyle opposes tax increases.""
The Doyle ad then attacked McCallum for mismanagement and a $2.8 billion deficit. The Doyle ad reads, ""Report says Wisconsin is among worst states in managing finances.""
Debbie Monterrey-Millett, Campaign Communications Director for the McCallum campaign, said McCallum alone cannot be blamed for the state's deficit, which fits a national trend in the economy.
""Wisconsin is one of 46 states, according to the National Conference of State Legislatures, that reported a budget gap for the last fiscal year ending in 2002,"" she said.
While criticism of one another characterizes the ads, UW-Madison political science Professor Charles Franklin, said these ads present and defend more positions than less confrontational ads and can serve to better educate the voter.
Franklin said, While each campaign will call the opponent's ad a lie, ads from both sides are referring to issues.
""This negative campaign will make sure voters are more informed. There is a real issue component to them,"" Franklin said, adding that he had not seen an ad that explicitly attacked the character of a candidate, a traditional type of mudslinging.
However, UW-Madison political science Professor Don Kettl said he disagreed with Franklin's opinion when he said that he thought the ads were focused more on the candidates' personas than issues.
""Its not surprising,"" Kettl said. ""In the absence of issues this campaign will be about character and both campaigns are trying to get the upper hand.""
While voters will learn more, voter turnout may suffer, according to one theory, Franklin said. The theory states that moderates and independents are less likely to vote, and that votes received come from already partisan members of the public, he said.
