Spot check

Editor's Note: To help voters evaluate political ads, Times reporters review and analyze content.

By WES ALLISON, Times Staff Writer
© St. Petersburg Times
published July 17, 2002

OFFICE: Governor

CANDIDATE: Bill McBride, Democrat

OPPONENTS: Janet Reno, Democrat; state Sen. Daryl Jones, Democrat; Gov. Jeb Bush, Republican

PRODUCER OF AD: Doak, Carrier & O'Donnell and Associates, Washington

RUNS: Various markets beginning today, including Tampa Bay.

THE AD: As an announcer speaks, photographs of McBride move across the screen to illustrate the text: black and white snapshots of McBride as a child and in school, followed by black and white footage of Marines in combat, complete with sounds of guns firing. More black and white photos of McBride as a young man, then color footage of McBride speaking to teachers and children at an unidentified school. McBride shot the ad at a Pasco County school.

"Raised in a middle-class family, with a football scholarship and part-time jobs, he worked his way through college. He left law school to join the Marines, fought in Vietnam and was awarded the Bronze Star.

"Back home, he finished school and rose to lead Florida's largest law firm. From coaching Little League to spearheading the United Way, he's served his community.

"Endorsed by Florida's teachers, as governor Bill McBride will reduce class size and improve our schools."

ANALYSIS: This 30-second spot, paid for by the Florida Education Association, the teachers union, introduces McBride to the voters of Florida, about half of whom haven't heard of him.

Factually, there is little to argue with. McBride's advisers and Democratic Party leaders believe he has a winning life story, and they believe he can't repeat his tale often enough: working his way through college, quitting law school for the Marines and eventually becoming managing partner of Holland & Knight.

The ad's claims about education, however, may be more difficult to back up. Although both he and Reno advocate lowering class size, doing it would require lots of money -- McBride figures $300-million -- from a Republican-led Legislature.

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