Marion G. (Pat) Robertson has started running television commercials in New Hampshire designed to reduce his high negative ratings in statewide polls. And Rep. Jack Kemp (R-N.Y.), who has aired biographical television ads in the first primary state, is running a new one attacking Vice President Bush and Senate Minority Leader Robert J. Dole (Kan.) as would-be tax-hikers.

The Robertson spots try to present him as "a man uniquely qualified to be president."

"Back in 1980," Robertson says, "they called Ronald Reagan an actor and said he couldn't win. But he did, because he offered strong, patriotic leadership. Well, in this presidential race, our campaign is just beginning to fill that same need for traditional values and strong conservative government."

Three other spots pose the rhetorical question, "Who is this man?" and reply with a portrait of a successful businessman, philanthropist and educator with a law degree from Yale.

Robertson said the spots, originally broadcast last summer in Florence, S.C., helped reduce his negative rating by more than 20 points in that area, according to his private poll.

The 60-second Kemp ad features Sen. Gordon J. Humphrey (R-N.H.) praising Kemp as a tax cutter while lumping Bush and Dole with "Washington insiders {who} are after your paycheck again."

At one point, a full-face color portrait of Jimmy Carter magically metamorphoses into George Bush -- much like Lon Chaney turned into the werewolf -- as Humphrey says that Carter attacked Kemp's idea of a 30 percent tax cut, while "Bush called it voodoo economics."

At another point, Dole is shown sitting at the deficit summit table with such Washington insiders as Treasury Secretary James A. Baker III and House Majority Leader Thomas S. Foley (D-Wash.).