TORIES TAKE THE INITIATIVE WITH NEGATIVE AD CAMPAIGN
Monday, January 29th, 2007There is no doubt that the Conservatives’ adroit public relations team was mostly responsible for their election win just over a year ago. Now keen PR instincts are again serving the Tories well as they launch a new ad campaign targeting Stephane Dion. Except during election time, it is unusual for the party in office to launch an advertising campaign bashing the leader of the opposition. It can appear partisan, petty, and often winds up actually invoking sympathy for the person attacked. However, the timing of these attack ads could make them the exception to that rule.
Since being elected as the leader of the Liberals, Stephane Dion has been reasonably successful at avoiding bad press in the media. However, while he has avoided many of the mistakes that are common to more outspoken politicians (Michael Ignatieff springs to mind) he has also been unable to create substantial positive press either. For the past few months, his reputation has effectively been stuck in neutral. While your average negative ad campaign will try to take a person the public is already familiar with, then cast them in a negative light, this campaign is simply filling the void of Dion’s unknown character. People are always more likely to believe ill of someone who they are unfamiliar with, because an unflattering description is most convincing when it can’t be compared to the reality.
All this isn’t to say that the Tories’ ad campaign couldn’t backfire. The ads themselves can sometimes seem like they are using quotations out of context to take advantage of Dion’s weakness with the English language (especially the one where he is arguing with Ignatieff in the Liberal leadership debates, yelling “that’s unfair!”). But more than likely I think the Conservatives will get away with the campaign, and Dion will find out the hard way that first impressions can last forever.