The following is part of a continuing series analyzing political advertising this campaign season.

Political Action Committee: Mainers for Real an d Responsible Property Tax Relief

Party: nonpartisan

TV ad: “Behind”

Length: 30 seconds

Producer: David Heller, Main Street Communications, Washington, D.C.

Market: Statewide

Announcer: Woman’s voice

Visuals: We are looking at a TV screen. An announcer’s words (below) follow the images. On the screen is a clip from a TV ad for competing referendum Question 1A. It shows a man holding a sign that reads: “Yes on 1A.” Seconds later, his sign pivots to reveal the words “Higher Taxes” written in red on its backside. In the upper left-hand corner of the TV screen, block letters read: “Deceptive 1A TV ad.” Next, a series of newspaper clippings appear, accompanied by a photo of Dana Lee, town manager for Mechanic Falls and spokesman for the 1A campaign. A pile of cash also appears on screen. The words, “HIGHER TAXES,” appear in block letters. The three successive quotes clipped from the newspapers say: “Tax Relief Ad under Fire,” “tinker with tax structure” and “Nothing in 1A guarantees a reduction in property taxes.” The word “Nothing.” appears in white letters against a black screen. Next, we watch as a smiling couple walks down the steps from a house. Then we see Dana Connors, president of the Maine State Chamber and Business Alliance and a spokesman for proposal 1B, walking down a sidewalk with a group of businessmen and women. In the closing shot is the message: “Vote 1B for real property tax relief” against the backdrop of a waving American flag.

Text, audio: Announcer: “Have you seen those signs for Option 1A? Ever wonder what’s behind the sign? Higher taxes. Up to $246 million a year. The group behind 1A wants to tinker with the tax structure. And we know what that means. They admit: There is nothing in 1A that guarantees a reduction in property taxes. Nothing. 1B is different. 1B ensures property tax relief. And avoids a significant increase in state taxes. Vote 1B. For real property tax relief.”

Purpose: The intent of this ad is to attack property tax relief claims made by 1A proponents, by suggesting that 1A doesn’t guarantee lower property taxes and by stating that the passage of 1A would actually increase taxes. It contrasts that claim with the suggestion that 1B can guarantee property tax relief.

Accuracy: Neither 1A nor 1B would guarantee a reduction in property taxes. That function is controlled by local governments. The claim that 1A would result in higher taxes is a faulty assumption on the part of 1B supporters. Legislative leaders and Gov. John Baldacci have said they don’t intend to hike state taxes to raise the additional $246 million needed next year for education funding if 1A were to pass. Therefore, the claim that 1B “avoids a significant increase in state taxes” is misleading even though its true.

Our view: State leaders have said they won’t raise sales or income taxes if Question 1A passes. That leaves just two options. Ignore 1A’s instructions or reduce other areas of state spending by about $246 million per year. That’s about 10 percent of the total state budget.

Backers of 1A would like to see the burden for funding education shifted from property taxes to sales taxes. They say Maine’s sales tax is too narrow and exempts too many businesses, especially in the service sector. But Question 1A leaves it to the Legislature to find the money.

Supporters of 1A say they have a plan that ensures property taxes go down and avoids draconian cuts in state programs while making the overall tax structure more fair and more modern. Unfortunately, that plan is not part of 1A.

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