Article 8 in Dawn Woolley’s series focuses on the semiotic codes hidden in adverts for the 2015 general election:
After reading it I thought it might be fun to put this into practice, applying the techniques to the very latest adverts for the upcoming 2017 election to be held in just over a week’s time.
This poster carries a strong navy background and text beside an image of Theresa May apparently giving a talk. The appears to be addressing at least two ladies (we only see the back of their heads) in a factory setting. The text carries the word ‘Leadership’ in a larger font to the rest.
The photo suggests Mrs May as being in contact with real people – addressing voters in a factory setting. She is animated, talking passionately about something, using hand gestures. This connotes her having a clear vision she wants to communicate, reinforced by the word ‘leadership’.
The word ‘Conservatives’ is much smaller than everything else on the poster, being about half the size of ‘Theresa May’. We would be forgiven for thinking the election is a popularity contest for Mrs May instead of promoting her party’s chances overall. Maybe there is recognition that the person is more appealing to the public than the party is.
The navy background provides – literally – a bold, strong and solid backdrop for the poster. It also connotes reliability and understated constraint. It is the colour of business suits and executive limos.
We are being informed that this is a serious, stable person who will act ‘in the national interest’. It invites us to put to one side our preconceptions of what the Conservtives might stand for: theres a job to be done, and Mrs May is the best person to do it.
We don’t vote for any prime minister in this country, we vote for our local MP. So it is interesting to conclude that, for this election, the Conservatives are playing themselves down and trying to persuade us that we are instead voting for her personally.
For the Labour Party on the other hand, it was hard to find a poster thst did have their leader on it.
The posters all have a common aesthetic, shared with conference backdrops, of a clear slogan on a bold red background. The principal slogan being ‘For the Many, Not the Few’. There are witty plays on words such as ‘Let’s make June the end of May’.
Although the Labour Party have red as their party colour, if has often been subdued in previous years (as a red rose against a white background, sor example). Here the connotation is pure passion, rage, an anger. Are they trying to suggest that they feel just as passionately about what needs to change in this country as you do? Or are they trying to use this colour to ignite this passion within you? For the latter, it is known that most young people do not support the Conservatves, but many don’t bother to vote for anyone else. Is the poster actually red or really a ‘blue touchpaper’?
The puns certainly might appeal to a younger voter, disengaged with ‘stuffy’ Westminster politics. The slogans connote being on their side, not the elite class.
The labour Party know that their leader is divisive so are taking the opposite approch to the Conservatives, promoting human values over personality. The message suggests cooperating with the many folk out there – rather than taking a ‘tough business deal’ to our European friends.
Leaving to one side the strange merged caracature of Theresa May and Nigel Farage, the Lib Dem posters frequently show hoards of supporters holding ‘Winning Here’ signs like this one:
The message is clear – you are not alone if you support the Lib Dems. There are many of them. They are winning ‘here’. The messages here are less subtle and easier to interpret. Maybe this lack of sophistication is a deliberate attempt to show them as straightforwrd and honest, alternatively it could just reflect a lower advertising budget.