茄子直播

Election 2015: when it comes to political ads, it's a mixed bag

All three main political parties could be doing a better job of getting their message out through television ads, David Soberman says.

A professor of marketing and the Canadian National Chair of Strategic Marketing at the Rotman School of Management, Soberman has worked in marketing management for Molson Breweries, Nabisco Brands and Imperial Oil. Soberman, who  for 茄子直播 News, is one of the experts providing analysis and commentary on the election campaign. ( of the department of political science about campaign strategy. of the Faculty of Law on the prime minister's proposed travel ban.)

Soberman watched television ads in his office and shared his reactions with 茄子直播 News.


What is your assessment of the Conservatives鈥 鈥渉e鈥檚 just not ready鈥 ad about Justin Trudeau?
I think for a year or so that it did a fairly effective job of raising doubts about Justin Trudeau鈥檚 competence and the depth in which he would be able to do the job as prime minister. There was no advertising to counter it. But in the [Maclean鈥檚] debate a lot of people saw Trudeau and have now seen him campaign.

While you might not agree with him or vote for him, people have come to realize that a lot of what is being said in the ads isn鈥檛 fair. There is not really any support for it. When that happens, when people see something they don鈥檛 really believe is justified, I don鈥檛 think the ad achieves its objectives. 

The ads make other claims, concerning his views on balancing the budget and his hair.
Before someone is prime minister they鈥檙e never ready to be prime minister so that could be a basis for an argument against anybody (including Conservative Leader Stephen Harper in 2006). This issue of balancing a budget: People balance budgets all the time, when you become an adult have to balance a budget. Of course Trudeau hasn鈥檛 balanced a budget in a government setting because he hasn鈥檛 been in power. 

The 鈥渘ice hair鈥 remark is gratuitous. I am not the greatest fan of attack ads. They work when your opponent has a significant weakness that people have to be made aware of, but when the ads descend to the mud-slinging 鈥 and I would say 鈥渘ice hair鈥 is mud-slinging 鈥 I don鈥檛 think they play a positive role in the political process.

How do you view the NDP ad about 鈥渃orruption鈥 in the Conservative government that includes the Senate scandal?
It鈥檚 also an attack ad but in contrast to the Conservative attack ads on Trudeau the NDP is actually focusing on things that have happened. People can check to see that these things all happened during the course of the Harper government. The suggestion from the NDP is that if you vote for us this will change. 

Another ad with NDP Leader Thomas Mulcair talking about middle-class values and trying to take care of people conveys a more positive message. But most of it could have been a Liberal or Conservative ad, it is so generic. I don鈥檛 even know what middle class values are. Work hard, take care of your fellow man? You know what? Most wealthy people work hard and are some of the biggest donors to hospitals and charities in Canada. 

I would love to see these ads answer the question: 鈥淲hat are you going to do that is different?鈥 We don鈥檛 tend to see that. 

What about the Liberal ad in response to the Conservatives鈥 鈥渘ot ready鈥?
That is a very clever ad. [Trudeau] is able to use the Conservatives鈥 slogan as a basis for his thing, which is that he is 鈥渘ot ready鈥 for people to lose their jobs, not ready to watch people fall further behind, not ready to watch the economy decline. I think that is a good message.

Trudeau鈥檚 ad on helping the middle class is nice because he actually talks specifically about taxing the rich to help relieve middle-class taxpayers. What he leaves very amorphous is what exactly he is going to do. Tax the top one per cent more? You don鈥檛 want to have the situation in France, where some people are moving to Belgium, Switzerland or Russia. You don鈥檛 want to scare your wealthy people away. Still, it鈥檚 interesting that while the NDP talks about change [in general], these guys [the Liberals] talk about real change.

What advice would you give the Conservatives?
I would stop the attack ads. Continuing with them makes [Trudeau鈥檚 response] more effective. The second reason is that I think Trudeau has shown himself on the campaign trail to be far more competent and deep than the Conservative ads portray. And the third reason is those ads are playing right into the NDP鈥檚 hands. If the Conservatives spend heavily to weaken the Liberals, that support is much more likely to go toward the NDP. In many ridings they could actually help the NDP win.

What advice would you give the NDP?
I would go for the jugular on the Mike Duffy trial. I think what we鈥檝e seen is that the PMO鈥檚 chief of staff approved a policy that basically deceived Canadians. The idea that the prime minister would have somebody in his office who thinks that deception is OK is worrisome. And they (the Conservatives) are very vulnerable. The NDP or the Liberals could present the facts that have come out in court and ask: When people in the Conservative Party speak, can you believe them?

What advice would you give the Liberals?
They should keep running the ad that has Justin Trudeau saying he is 鈥渘ot ready.鈥 And I think they should probably be a little more specific in how they are actually going to fund the $5 billion he says he is going to give to the middle class. They need to be more specific with their policies and explain why they make sense.

This interview has been edited and condensed for length.
 

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