(cross-posted on
BetterCA)
I am sick of every political "expert" known to man
giving Angelides suggestions on the one single slogan he can use to propel him to victory. Despite his earlier message struggles, he has been coming on strong as of late. Case in point is his B.S. Index. It has been eliciting a raucous response on the campaign trail, and a well deserved regular place in his stump speech. The point is simple, under the Bush/Schwarzenegger reign hardworking middle class families are struggling, while the B/S team protects the powerful special interests.
From their
press release:
"Time and time again, we have seen the Bush-Schwarzenegger tag team protect the powerful special interests while turning their backs on our hardworking middle class families," said Angelides. "It is hard to find a distinction between George Bush's policies and Arnold Schwarzenegger's--and the results are the same: higher taxes for the middle class, higher tuition and fees and record deficit spending. Under Bush and Schwarzenegger, middle class families lose and special interests win."
The Bush/Schwarzenegger index contrasts the higher taxes paid by an average middle class family of four with one child attending a California State University with the record profits earned by oil companies, HMOs and drug companies. Since Arnold Schwarzenegger took office, the average family pays $4,422 more per year due to increased college, healthcare and fuel costs. At the same time, HMOs, drug and oil companies earn $556 million a day.
"As Governor, I'll give a break to hard-working, middle class families for a change," Angelides added. "I will begin by cutting taxes for the people who really need it - up to $660 a year for families earning up to $100,000 - and small businesses. My first priority as Governor will be to ease the burden on the middle class, and to invest more in their future."
The index does several things very well. Right off the bat it is an ear catcher, immediately prompting an explanation with the dirty language reference. This sort of a slogan would not work well in a more conservative state, but plays great in culturally liberal California. Secondly, it clearly ties the Bush and Schwarzenegger administration together in a concrete way. The stats get right at kitchen table issues and the hot topics of the day, including education expenses, health care and gas prices. It also sets up middle class v. greedy industries battle, which is always a winner. It is particularly salient because Arnold is very vulnerable when it comes to his fundraising, having taken tens of millions of dollars from the powerful special interests.
I would love to see this in an Angelides ad. It hits on all of Angelides main themes at the same time and can be presented in a very visual way.
You can click the picture for a larger image. Here is the original pdf on Angelides' website.