Funny Amendment 4 ad addresses important issue

Published On: Jun 15 2012 11:26:21 AM EDT   Updated On: Jun 15 2012 06:45:01 PM EDT
JACKSONVILLE, Fla. -

A satirical television ad for Amendment Four is making the rounds.

"Sudden posterior reduction syndrome, or as it's more commonly known, getting your assets taxed off," a man in the commercial says.

While the ad is grabbing attention with comedy, political observers and others say it's a very serious topic.

Amendment Four deals with property taxes and the issue of why some are paying higher taxes even though the value of their house is going down.

READ AMENDMENT: Property tax limitation; property value decline

"If you are a homesteader, your assessment can go up even though your market value went down," Duval County Property Appraiser Jim Overton said. "And, of course, Amendment Four fixes that problem."

More people may notice that problem this summer when tax bills will be sent out. Once again, property values in Jacksonville have dropped by 5 percent. Most residents will see a break in taxes, but not everyone.

Some will see taxes go up even though value of their house has dropped. Amendment Four addresses that.

"Anytime you mess with the assessment, you are going to reduce the taxes," Overton said. "So it's going to affect the city if they don't raise the millage rate to counteract it."

The mayor has repeatedly said he will not raise taxes or fee.

The Amendment Four ad is different for Jacksonville, as it uses a humorous approach.

Michael Binder, a political science professor at the University of North Florida, spoke about the use of comedy in political ads.

"They're entertaining, and it catches your eye," he said. "And from the perspective of somebody who's creating advertisements, that's what they want. They want you to say, 'Oh, peeks my interest. Now I'm going to kind of pay attention a little bit.' And now people know a little bit more about Amendment Four.