I think one factor in the parliamentary system is that it’s not all about the leaders, as Paul Martin is finding out here in Canada. In the presidential elections, it can get much more personal, because you’re running on your own record, and attacking the other guy on his own record. Things like military service (or lack of it) and personal voting record take on a greater role.
In a parliamentary system, the leader is very important, but the party is also a major factor. Case in point: Paul Martin. He seems to have thought he could run almost a presidential campaign: “I’m the leader of the Martin team. Forget about all those Chrétien policies.”
Well, no, Paul, you’re not a new guy on the scene with no connexion to the past. You’re the new leader of the Liberal party, which has been in power federally since 1993 and is facing an ugly financial scandal over how public money was spent. It’s the policies of the Liberal government over the past 11 years that people are interested in, not your fancy new Prime Ministership. And by the way, what were you doing as Finance Minister during the time of the spending in issue?
So my personal reaction is that the parliamentary system forces a greater debate on the platforms of the parties and reduces the personal attacks on the leader - not out of a sense of parliamentarian virtue or anything, but because personal attacks are not as effective as they might be in a straight race between two individuals.
Since I’ve been voting, I can remember two very personal attacks on candidates on two candidates for Prime Minister. The first was during the televised debates in the 1984 election. The Leader of the Opposition, Brian Mulroney, was hammering the new Prime Minister, John Turner, for making a series of patronage appointments that the outgoing Prime Minister, Trudeau, had promised to various party faithfuls, but hadn’t had time to do himself. Turner responded by saying he didn’t have a choice because he had to honour the promises of the outgoing Prime Minister. Quick as a flash, Mulroney pounced with “You had a choice, sir. You could have said No.” Sure, it was a direct personal attack on Turner, but it was attacking one of his decisions since becoming PM, not things in the distant past. It was one of the stand-out moments in the election that swept Mulroney to power.
The other personal attack was the one that BrianJ mentioned. In the 1993 election, the Conservatives (still in power) ran a very personal attack advert against Chrétien, the Leader of the Opposition. Mr. Chrétien literally talks out the side of his mouth (the result of polio as a child, I believe, which left some facial paralysis), and with a heavy French accent. The advert showed a series of close-ups of Chrétien’s mouth, with a smarmy voice-over about how can you trust someone who talks out of the side of his mouth? Chrétien responded with a dignified statement to the effect that he had lived all his life with a bit of a handicap, did his best to overcome it, and didn’t really think having a minor physical handicap would prevent him from leading the country. The Tories went from majority government to two seats out of ~300 in the Commons. Now, there were a lot of other things going on as well that contributed to the election results, but it did make the Tories look like nasty cornered rats.
So, attacks on the PM’s policy choices, and what they reveal about him/her, are fair game and likely to be useful, but true personal ads can easily backfire, at least in our system.