Wednesday, July 11, 2012

On definition

Others have weighed in on the NDP's latest set of ads in English...

...and in French:

But it's worth highlighting what most sets the latest ads apart from what we've seen from the opposition parties between elections since the Cons took power.

Contrary to some of the headlines, the ads don't play at all as a response to the Cons' own attacks on Tom Mulcair; instead, they're aimed squarely at opponent definition. And in doing so, they nicely tie together a few easily-digestible and repeated themes (deficits, cuts, economic uncertainty) as affecting viewers directly - serving to thoroughly undercut the "trust us in uncertain times" theme that won the Cons' majority in 2011, while also setting up a contrast with the NDP's track record as a party which balances budgets while valuing social benefits.

Of course, it won't be easy to counteract the Cons' financial advantage in getting the message heard. But at the very least, it's a plus to see a clear statement of distinction with obvious room for further development.

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