The voice over for the Liberal’s first attack ad is good with its quiet, insinuating tone of concern. The graphics are less successful. No image really sticks as they should in an attack ad of this type. The tabloid Singleton-style used to depict the Labor team may have been effective in the 70s and 80s against the staid format of the time, but these days looks less serious and a little dated.

The dated feel comes through in the content. Is the economy still a political issue these days? The L-plate label stuck on Latham, but even that was less on economic management but ultimately on the US alliance, which the Libs later turned into an interest rate scare. There has been no real policy from Rudd to engender distrust and, as suggested by the fussy graphics, the government has not really hit home on the rest of the Labor team either. It is still hard to feel from this ad why Labor nowadays would be any different running the economy from the Liberals.

If the Liberals are struggling to make the economy a live issue, Labor is much more comfortable with the current anti-politics climate. Labor’s ad dispenses with the graphics, showing just Rudd casually sitting on an office table as though taking a brief stop mid-campaign. Yet while posing as a positive ad against the Liberals’ negativity, it is Rudd’s anti-politics attack on the Liberals’ campaigning which stands out the most. Rudd’s own policies are less distinctive than the up-beat strumming that overlays them. Both ads are basically negative, Labor’s seems less so because it is more in tune with the anti-politics times.

Posted by The Piping Shrike on Wednesday, 17 October 2007.

Filed under Tactics

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