Wednesday, 21 July 2010
It’s easy to get the feeling from the Liberal campaign so far that there is a whole stack of ads and ideas they had prepared to use against Rudd that they are now desperately having to recycle for Gillard. This ad pretty well sums it up; a few morph tricks but otherwise running all the same old stuff that they were going to use for Rudd – debt, home insulation, waste in education etc.
However, by saying it’s simply more of the same, the ad glides over the implications of the change of leadership. As a result, it misses the central point; the dumping was very much part of the loss of control in the government that allowed the positives of the stimulus to become portrayed as negatives. In short, this is a fairly ordinary ad to respond to an extraordinary situation.
Just how extraordinary is shown by one of Labor’s first ads. The first thing that is noticeable is that Gillard appears a little stiff and awkward, slightly turned away from the camera as though she is sitting for a studio portrait, rather than sitting relaxed on a table or leaning against a post in rural Queensland as Labor set Rudd in the last election. There is little of Gillard’s personable quality that is coming across on the news bulletins of the campaign. Instead a rather odd coy twist of the head at the end in an attempt to appeal to the viewers. In the little time she has been given, Gillard is charged with having to sit up straight and be a Prime Minister, while at the same time ‘reconnect’ with the electorate.
The awkwardness of this comes out in what she is saying. For Labor’s ad may look positive, but it is actually an attack ad – against a Labor government, with a special tone given to “not a Big Australia” as if to say “and all that silliness”. It is certainly not an attack ad against the Liberals, far from it. Border protection, budget surplus and solar renewables (no ETS) – Abbott wouldn’t have a problem with any of it.
Posted by The Piping Shrike on Wednesday, 21 July 2010.Filed under Tactics