Reasons to Vote - by the parties

The recent election broadcasts give an interesting insight into the party campaign strategies. Aside from its rather stark, arty style in places, Labour's is strictly comparative and trying to encourage fears that the Conservatives would cut funding to areas that most benefit the least privileged. Interestingly it focuses on real people or actors and not the leader, perhaps reflecting a recognition that he is not attractive to voters. But the killer sales tool is celebrity endorsement, it is Eddie Izzard that stands at the end to ask for a vote for Labour as opposed to the leader as is traditional.

The Conservatives focus on the leader and repeat the shots from Cameron Direct, so showing him touring the country engaging with voters. Clearly the strategy is to highlight David Cameron as in touch, willing to engage as well as emphasising his good performance skills while also having a dig at Brown's unelected status.

Interesting Liberal Democrat leader leads on the one issue the others ignore, the expenses fiasco. Positioning the party as willing to revolutionise the system Nick Clegg talks directly to voters, on the level so encouraging the perception of him as honest and open. There is no other content; clearly the strategy is to appear the most honest and also talk directly on the issues people 'on the street' and the media are also giving greatest priority.

While the smaller parties focus mainly on the core issues it is interesting to take snapshots of the election broadcasts to gain an insight into the party's thinking. Of course all of these may be of academic interest only as they may have little impact given the negative image elected politicians have earned but interesting all the same.