Messages From the Trail

The commercials being used by the Republican candidates in the early primary and caucus states give an early look at the messages that they are trying to get across.

PATRICK J. BUCHANAN

Text: “Through triumph and tragedy, war and peace, I served the two most important presidents of our time. Richard Nixon and Ronald Reagan were not men of compromise and neither am I.

Goal: Highlights Buchanan’s experience and portrays him as a candidate who opposes compromise.

PHIL GRAMM

Text: “Welfare. Five trillion dollars. . . . Washington is paying millions who could work not to work, not to marry, to have more illegitimate children. Phil Gramm is challenging America to change.

Goal: Emphasizes Gramm’s opposition to welfare and overall fiscal conservatism.

STEVE FORBES

Text: “The tax code is a source of power for the Washington politicians.... If you take away the tax code, you take away the power of the Washington politicians.”

Goal: Forbes stresses two themes--his flat-tax proposal and his outsider status.

BOB DOLE

Text: “Have you heard about Steve Forbes’ risky ideas?. . . . Forbes’ economic plan will add $186 billion a year to the federal deficit.

Goal: With Forbes gaining in the polls, Dole is using his ads to convince voters that Forbes can’t be trusted.

LAMAR ALEXANDER

Text: “Lamar Alexander: Not another angry voice from Washington, but a new voice.

Goal: By attacking Washington politicians, Alexander hopes to show his audience that he is a true outsider.

Researched by ROB CIOE and ELEANOR RANDOLPH / Los Angeles Times