Attack ads are a part of politics. Every campaign has featured negativity and this election is no exception. Every party wants to convince voters that their opponents are unacceptable choices and one way to do this is through negative advertising. The following is an analysis of the main political party attack ads:
Conservative Party Ad: “He didn’t come back for you”
Description: These series of ads discuss the fact that Michael Ignatieff spent more than 34 years living outside of Canada, spending time both in the United States and the United Kingdom, even referring to both of those nations as “his country.” The ads claim that Ignatieff only came back to Canada so he could become Prime Minister.
Pros: These ads take a fact that upsets some Canadians – Ignatieff living outside Canada for more than half his life – and continuously pounds home the theme that Ignatieff is an outsider and is not motivated by a desire to serve Canadians.
Cons: These ads have apparently been effective at reducing Ignatieff’s approval ratings; however, since they have been running for a long time, they may be close to their oversaturation point. Any message begins to lose its effectiveness after being heard over and over again. It is likely that in the final weeks of the campaign, a new line of attack will have to be found.
Liberal Party Ad: “Stop creeping me on Facebook Harper”
Description: This ad targets the recent media attention over students who were removed from Conservative campaign rallies due to having picture of Michael Ignatieff on their Facebook. The ads attempt to paint the Harper and his party in a negative light for removing these students.
Pros: These ads have some humour value, and will likely get the attention of students. They use a simple format and the images of Facebook will be instantly recognizable to many people.
Cons: While the ads themselves are funny, the issue of removing students from rallies is unlikely to be remembered by the end of the campaign. Additionally, the ads are targeted towards younger voters, who generally do not turn out in large enough numbers to have much of an effect on Election Day.
New Democratic Party Ad: “Not so great Canadian moments.”
Description: These series of ads target the Conservatives and Liberals for various problems, including weakening healthcare, making big giveaways to corporations, and not reforming the senate.
Pros: Like the Liberal ads, these are somewhat funny, and they get their point across in a simple easy to understand way.
Cons: The production values of these ads are quite low and their comic nature may distract from the message they are trying to get across. It is likely that the NDP will try to make their ads look more professional if they want to get their message across in a more lasting way.
