LETTERS: POLITICAL ADVERTISING; Political ads help promote an issue

campaignlive.co.uk, Friday, 01 December 1995 12:00AM

Of course ads don’t win elections, any more than they sell cars - they influence the choices people make, not dictate them. But to conclude that advertising ‘made no difference to the result of elections’ flies in the face of both the evidence and common sense.

Of course ads don’t win elections, any more than they sell cars - they

influence the choices people make, not dictate them. But to conclude

that advertising ‘made no difference to the result of elections’ flies

in the face of both the evidence and common sense.



Think of a Labour poster from the ’92 election. Well, any election

really. Go on, pick a poster - any poster. Stumped? Quite. The Tories,

by contrast, had the bizarrely brilliant ‘double whammy’, and the real

knock-out blow: ‘Labour’s tax bombshell’. Throughout its ’92

doorstepping, Labour canvassers heard almost nothing but: ‘I’m sorry

dear, I agree they’re a load of scoundrels and incompetents, but I just

can’t afford to pay another pounds 1,250 a year in tax.’



The Tory’s campaigns since 1979 have been consistently among the most

powerful and effective advertising there’s been - political or

otherwise. Of course they didn’t cause Conservative victories, but to

suggest they ‘made no difference’ is palpable nonsense.



Alan Paterson, Ampers&, London WC2



This article was first published on campaignlive.co.uk

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