AD WATCH:

Another in a Series of Examinations of the Accuracy of Political Advertising

Candidate: Donald S. Beyer Jr. (D)

Election: Nov. 4, Virginia governor

Producer: Shrum Devine & Donilon, Washington, D.C.

Time: 30 seconds

Visual: A frame of an ad by Republican James S. Gilmore III touting his personal property tax cut plan is frozen, drained of color and contrasted against images of newspaper critiques. Beyer is shown campaigning with voters while graphics promote his tax credit plan and flash messages such as, "a better tax cut plan," and "a tax cut you can count on."

Audio: Voter to Gilmore: "You're the one who's going to get rid of that property tax?" Gilmore: "I am." Male narrator: "Wait a minute, Jim. The Richmond Times-Dispatch reports that Gilmore will not abolish the car tax. In fact, Gilmore leaves the localities `free to raise' their existing car taxes. The Gilmore plan gives just $45 in tax relief for the average Virginian next year. Don Beyer has a better plan. It provides an immediate tax cut of $250 for the average Virginia family. Next year. Don Beyer. A tax cut you can count on."

Analysis: Beyer's toughest ad so far attacks Gilmore on the credibility of his pledge to "eliminate the car tax." Beyer takes a risk debating the subject because he initially condemned Gilmore's tax cut as unaffordable. Beyer reversed himself and countered with his own, smaller tax credit for lower- and middle-income families.

The ad accurately says that Gilmore's plan does not abolish the tax on personal cars and trucks, as Gilmore claims. The GOP nominee's plan would use state funds to pay the tax on the first $20,000 of assessed value of a personal vehicle, meaning that 90 percent of Virginians whose cars are worth less than that would pay no tax after the policy was phased in. Beyer's $45 estimate is based on Gilmore's plan to impose the tax cut gradually over five years by covering $1,500 in vehicle value the first year (then $3,000, $5,000, $10,000 and $20,000). The $45 is an averaged figure that ignores the fact that Virginia's most populous localities levy the highest rates.

In Fairfax, Gilmore's plan would yield an average cut of $69 the first year, or $137 for two cars. Beyer's plan would give families up to a $250 credit; individuals would get up to $150. It is limited to families earning less than $75,000 and individuals making less than $40,000. While Beyer's plan may give more tax relief the first year, it does not give any credit to high-income people, or to people who do not pay state income taxes, including the very poor. When fully implemented, Gilmore's tax cut is worth $600 million to $1.4 billion a year; Beyer's tax credit is worth $200 million a year.

© Copyright 1997 The Washington Post Company

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