Tuesday, September 17, 2013

Washington battle over labeling of genetically engineered food takes to the airwaves | OregonLive.com

Washington battle over labeling of genetically engineered food takes to the airwaves | OregonLive.com:

Depending on whose side you're on, the Washington initiative battle over labeling genetically engineered food is either really complex -- or actually pretty simple.
At least that's what it's easy to conclude after seeing the first batch of TV ads from both sides in the fight over Initiative 522 that begin hitting the airwaves Monday morning.
A poll conducted earlier this month suggested that voters start out favorably disposed to the food-labeling initiative.  So it's no surprise that the first two ads from proponents attempt to reinforce the initial instincts of voters.
One ad features a woman strolling through a grocery store as she pulls a box of cereal off the shelf.  She  says that food that already have ingredient labels also should say if they are genetically modified.

"It's that simple," she says, "and it won't cost you a dime."
That same tagline is picked up in another ad from proponents, this time spoken by a Pike's Place fishmonger tossing a salmon to that same woman from the other ad.   Everyone's perky and cheerful.
The ads from the opponents are more somber, even a little angry in tone.  That's because they have to raise doubts in the minds of voters about this seemingly simple initiative.
Their initial strategy out of the box might seem counter-intuitive:  They suggest the measure isn't tough enough because it has a bunch of exemptions.
Their goal, however, is to paint the initiative as non-sensical.

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