Liberals launch negative attack ads... but can't afford to put them on TV!!!
File this one under the heading of "EPIC FAIL"... the Liberals yesterday launched a negative attack ad, targeting Prime Minister Harper for the spending on the G8/G20 summit... but the ads have hopelessly backfired on them.
First, the ads have opened them up to attacks for hypocrisy, as they once decried the Tories for using ads of this nature. Should the Tories respond with ads in kind, the Liberals won't have a leg to stand on.
Secondly, they ad is, well, pretty pathetic, if you ask me... it completely falls flat one pretty much every count. Don't forget, to see if an ad is going to be affective, you have to watch it ON MUTE. Television is a VISUAL medium, and the audio is supposed to simply augment what's being shown. Watching it without any sound, it's a completely nondescript ad until about the :12 second mark... prior to that, it's just a Muskoka chair on a lake. There's no hook, so folks on the couch will lose focus and either start talking to each other, or get up for a snack or washroom break. Then you won't necessarily clue in that it's about Harper AT ALL until about the :17 second mark... by which time most folks have already tuned out. Then, unless you're already familiar with the "fake lake" non-story, you won't even realize that it's a NEGATIVE ad about Harper until about the :22 second mark... so most of the hangers on who you didn't lose in the first :17 seconds will have tuned out as well. Then even the end hook falls flat... "an ego trip Canada can't afford". Good luck with that one guys. For an attack ad to be EFFECTIVE, you have to REINFORCE a concept that people have ALREADY FORMED ON THEIR OWN. The reason why our ads have been so effective is because people already thought that Dion was "Not a Leader", and that Iggy is "Just Visiting". It's things they've already heard via the media, or that they've formed on their own by watching the news. I don't think the concept that Mr. Harper is on an "ego trip" is going to catch on... in fact, if anything I think it only reminds Canadians that Harper is a much stronger leader than "Iffy"!!! (* see comparison note at bottom)
And finally, it has reminded everyone of the fact that the Liberal Party of Canada IS BROKE BEYOND BELIEF. Has ANYONE seen these ads on TV? I mean other than on CTV News, where I heard they were showing it over and over and over again. (maybe trying to make nice to the Liberals after getting on their bad side for airing the Dion tape) And on YouTube, where ANYONE can upload a video for FREE. (anyone spotted any spoofs of it out there yet?) But seriously, has ANYONE seen them anywhere else? They got a mention in today's papers, and they've bought ad space on National Newswatch, but are they airing ANYWHERE on national TV? Didn't think so... because we all know they're broke.
Once again, the Liberals have blown it... they took an issue they MIGHT have had some traction on, and have now turned it into a process story ABOUT THEMSELVES, and the current fiscal problems within their own Party.
Way to go guys! Thanks again!
* COMPARISON NOTE: For contrast of our ads with this pathetic Liberal ad, check one of our "Not a Leader" ads from 2008... by the THIRD SECOND, the message is CRYSTAL CLEAR, that "Stephane Dion is Not a Leader", thanks to "The Shrug". Even if a viewer tunes out at this point and leaves the room, they've already got the message LOUD AND CLEAR.
First, the ads have opened them up to attacks for hypocrisy, as they once decried the Tories for using ads of this nature. Should the Tories respond with ads in kind, the Liberals won't have a leg to stand on.
Secondly, they ad is, well, pretty pathetic, if you ask me... it completely falls flat one pretty much every count. Don't forget, to see if an ad is going to be affective, you have to watch it ON MUTE. Television is a VISUAL medium, and the audio is supposed to simply augment what's being shown. Watching it without any sound, it's a completely nondescript ad until about the :12 second mark... prior to that, it's just a Muskoka chair on a lake. There's no hook, so folks on the couch will lose focus and either start talking to each other, or get up for a snack or washroom break. Then you won't necessarily clue in that it's about Harper AT ALL until about the :17 second mark... by which time most folks have already tuned out. Then, unless you're already familiar with the "fake lake" non-story, you won't even realize that it's a NEGATIVE ad about Harper until about the :22 second mark... so most of the hangers on who you didn't lose in the first :17 seconds will have tuned out as well. Then even the end hook falls flat... "an ego trip Canada can't afford". Good luck with that one guys. For an attack ad to be EFFECTIVE, you have to REINFORCE a concept that people have ALREADY FORMED ON THEIR OWN. The reason why our ads have been so effective is because people already thought that Dion was "Not a Leader", and that Iggy is "Just Visiting". It's things they've already heard via the media, or that they've formed on their own by watching the news. I don't think the concept that Mr. Harper is on an "ego trip" is going to catch on... in fact, if anything I think it only reminds Canadians that Harper is a much stronger leader than "Iffy"!!! (* see comparison note at bottom)
And finally, it has reminded everyone of the fact that the Liberal Party of Canada IS BROKE BEYOND BELIEF. Has ANYONE seen these ads on TV? I mean other than on CTV News, where I heard they were showing it over and over and over again. (maybe trying to make nice to the Liberals after getting on their bad side for airing the Dion tape) And on YouTube, where ANYONE can upload a video for FREE. (anyone spotted any spoofs of it out there yet?) But seriously, has ANYONE seen them anywhere else? They got a mention in today's papers, and they've bought ad space on National Newswatch, but are they airing ANYWHERE on national TV? Didn't think so... because we all know they're broke.
Once again, the Liberals have blown it... they took an issue they MIGHT have had some traction on, and have now turned it into a process story ABOUT THEMSELVES, and the current fiscal problems within their own Party.
Way to go guys! Thanks again!
* COMPARISON NOTE: For contrast of our ads with this pathetic Liberal ad, check one of our "Not a Leader" ads from 2008... by the THIRD SECOND, the message is CRYSTAL CLEAR, that "Stephane Dion is Not a Leader", thanks to "The Shrug". Even if a viewer tunes out at this point and leaves the room, they've already got the message LOUD AND CLEAR.
Labels: Humour, I told you so, Liberals, YouTube
posted by Christian Conservative @ 10:11 a.m.
7 Comments:
At Mon Jun 14, 11:20:00 a.m. EDT,
Alberta Girl said…
Not to worry, the Liberal media have been shilling for them by "talking" about the ads.
Canada AM also added the line that speculated that Harper will call an election to prevent the AG from reporting on the costs.
LOL - Liberal media - All.The.Time.
At Mon Jun 14, 11:33:00 a.m. EDT,
wilson said…
Maybe that loon should fly to the south of France for a summer holiday at the lake!
At Mon Jun 14, 12:36:00 p.m. EDT,
Bert said…
I tried to post a comment on Youtube about the Liberal ad, and it said, "Comment pending approval". I guess that will make it look like everyone viewing the video supports it.
At Mon Jun 14, 06:43:00 p.m. EDT,
Shawn Abigail said…
It occurs to me that this ad cost about 50 cents to make.
At Mon Jun 14, 08:38:00 p.m. EDT,
Christian Conservative said…
Knowing a thing or two about graphic design, I can tell you for sure that plenty of hours went into it's production... hours of Liberal staffers salaries.
At Tue Jun 15, 02:11:00 p.m. EDT,
Anon1152 said…
1. I may have asked before what a "negative ad" is, and what definition could be applied to all parties equally. I feel I should ask again.
2. The liberal ad focuses on a specific moment/issue: the government's spending, particularly on the G8/G20 thing, and the ridiculousness of it--the ridiculousness of the non-security measures. The problem is tied to Harper's ego. And it includes an image of a Harper "shrug." It doesn't mention Harper until the 22 second mark, in a 33 second ad. Perhaps because... it's not all about him. The Dion ad you compare it to makes it clear that it is a negative attack against Dion by the third second. Because it is about Dion. The message I get is that he looks and acts funny/geeky/dweeby/non-leadery. And it's a message that is made in large part by editing and replaying a conversation between Dion and Ignatieff, completely stripped of context. What are they even talking about? Doesn't matter. Because the point is that Dion looks and acts funny/geeky/dweeby/non-leadery.
3. "For an attack ad to be EFFECTIVE, you have to REINFORCE a concept that people have ALREADY FORMED ON THEIR OWN."
I disagree for a couple of reasons. First, it can also be effective if they come out before anyone has any concept formed. This could be seen with the Dion strategy. How many people really knew anything about him before the constant election-style-without-an-election-"not a leader"-ads?
Second:... Are you sure that a significant number of people haven't formed an idea of Harper as an ego-maniac already? [It's fairly easy to paint a leader in this way. By definition, they do think that they are qualified to lead the country. That probably puts them ahead of the vast majority of us when it comes to "ego." ]
4. The liberal party may be broke. Canada has been heading in that direction since the Conservatives took charge. The Liberals are frugal with their ads. They were also (comparatively) financially responsible in government, bringing the country into surplus fairly quickly after 8 years of Tory rule.
[The federal budget records are clear. The liberals did eliminate the deficit and produced surplus after surplus. So I stand by my last paragraph, but admit that it was my attempt at "Spin." How am I doing?]
At Tue Jun 15, 03:48:00 p.m. EDT,
David said…
Maybe if it came out a week ago it would have counted as an attack ad. Interestingly, I don't think that most Canadians either don't care or don't know about 'Fake Lake.'
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