4th Riordan Ad Premieres

In the wake of a new Los Angeles mayoral poll putting him within striking distance of front-runner Michael Woo, Richard J. Riordan will begin airing his fourth TV ad today.

THE AD: Riordan projects an executive image, delivering his remarks from behind a desk in an oak-paneled office. Looking into the camera, he says, “L.A.’s facing a $500-million deficit. Now, the politicians want to raise taxes and take 500 police off the street. I know how to eliminate deficits.” As Riordan talks about his rescue of Mattel toy company and Adohr dairy, still photos appear: first a black and white shot of Ken and Barbie dolls, then a picture of Riordan, wearing a hard hat, holding up a milk carton off the assembly line. Riordan closes by saying: “A $500-million deficit demands change. No more politics.”

THE ANALYSIS: The ad contains messages from previous Riordan ads that seek to portray the attorney-businessman as a tough outsider who can clean up the politicians’ mess. In fact, he has contributed millions of dollars to politicians and has been a member of two city commissions. As for his contention that politicians “want” to raise taxes and cut police staffing, some City Council members favor a tax measure on the April ballot that would add 1,000 police officers. No one has advocated cutting the force by 500 officers.