“This general election campaign was one the most hard-fought in post-war history, even though its results seem eerily inconclusive”, this quote was selected from the Telegraph newspaper which commented on 2010 election in Britain. After the monthly campaign among three main parties, the new Prime Minister David Cameron with the deputy PM Nick Clegg formed the coalition government whilst the former Prime Minister Gordon Brown with labour party would be the biggest loser compared with other two leaders. Surprisingly, the deputy PM Nick Clegg was unknown and insignificant to public even before his appearance on the first TV debate; seems like overnight, the general election became differentiated and memorable probably due to the visual media (television primarily) and special politician image of Nick Clegg being crafted on television.
In the essay, I would like to critically examine the Needham’s model of political brands by applying the case of Deputy PM Nick Clegg. Although, Needham’s ideology of political brand is theoretical emphasise the parallels between commercial marketing and political communication (2005, p346). However, there are some scholars, such as Lock and Harris, might hold opposite perspectives towards the applicability of commercial marketing theories in political field (1996). Besides, the intense development of visual and electronic media may delicately alter and vary situation for political communication in the last few years. Therefore, the essay would mainly argue how Needham’s model of political brands fitted in the current political world on a great extent whilst other innovative developments and relevant weakness may also discuss in below. ...
... middle of paper ...
...s of the Permanent Campaign’, Political Studies, 53(2): 343-361
10. "New Statesman - No clear winner from second TV debate, polls show." New Statesman - Britain's Current Affairs & Politics Magazine. N.p., n.d. Web. 16 Mar. 2011. .
11. "Nick Clegg tuition fees betrayal sees young voters name him as most deceitful politician in the country - mirror.co.uk." News Headlines, Celebs and Football - Mirror.co.uk. N.p., n.d. Web. 16 Mar. 2011. .
12. Smith, G. (2001) ‘The 2001 General Election: Factors Influencing the Brand Image of Political Parties and their Leaders’, Journal of Marketing Management, 17(9/10): 989-1006
... shows a trend that in 1997 it was an Anti-Tory election, and in 2001
This essay is a perfect example of the importance of a thorough introduction to provide the reader with a concise synopsis of what the paper intends to covers. Had Gladwell excelled in both areas he neglected, this would be an extremely interesting, thought-provoking look into the world of advertising. Works Cited Gladwell, M. (1997). The New Yorker. Listening to Khakis.
Televistas is relatable to modern audiences as it depicts common love stories shown on television in present day portraying the same plot. Dawe raises awareness here, highlighting the influence of television and how we have changed consequently. Dawe’s argument is raised with “Fortunes smiled between commercials” detailing his revolt of televised advertisements. Coincidingly “dreams were swapped, and futures planned” suggests the powerful negative influence of television on our lives; encouraging the purchase of irrelevant materials. The use of big brand tags such as “Samboy” and “Cheezels” implements the idea of increased consumerism of fashionable items, due to televised advertising. Dawe instinctively sets the names of products e.g. ‘Samboy’ to emphasise the perceived value of a product on television, inferring toward the increase of consumerism within the
In a world filled with false politicians, posed media pictures online, and media magazines filled with fake pictures taken out of context, it is easy to believe that the world has become artificial and fake. Chris Hedges’ Empire of Illusion presents an argument that fills the lines dictated by today's society by saying that the most essential skill for most people in political theatre or consumer cultures is in fact artificial. I believe this statement to be true as the need for honest and sincere politicians and advertisers have become irrelevant as the ability to become popular and succeed in a goal through artificial items has becomes more popular through the uses of posed media and the ability to put on the show of a different person.
The resources devoted to Cole’s paid promotion and advertising must achieve three critical goals. First, promotional material must make “Joshua Cole” a known name before the General Election. Second, promotional material should convey political ideology and platform. Third, promotional material must inform voters of the General Election and encourage voters to participate in the election.
For over 60 years, presidential campaigns have used television ads to communicate ideas and campaign plans to the American people. With hopes of influencing people to vote, politicians have used various tactics and strategies to persuade. After observing television campaign ads throughout the years, a few themes are observed.
Individuals may believe this new exposure of political debates and facts about the candidates would help the public make an educated decision of their president. However, all of that television has done is turn the presidential debates into a popularity contest. Elections were based on image, charm and how the networks wish to have the candidates perceived. Televisions’ contribution to political debates only emphasized personality, visual image and emotion rather than ideas, issues and reason.
Television can be viewed as the medium between the public and candidate. It is the source that allows the public to know what is going on with the candidate and vice versa. As Frank Stanton, president of the Columbia Broadcasting System put it, “The sky is the limit.” Before television, candidates would travel the country, meeting voters and gaining supporters. But they were not always able to meet everyone, which hindered their process of achieving support for their campaign. With the invention of television, direct contact between the candidates and the public has been restored.
A picture is worth a thousand words. Get that picture played repeatedly over the news and it’s worth more than a thousand words; you gather the entire eyes, ears, and minds of a nation. The “great debate” of the Presidential Election for 2004 was well aware of the media power, understanding that there is a 24-news cycle available through TV, newspapers, and Internet. Those who wanted to remain ahead only had to use the media as their guinea pigs to twist out their favorable outcome. President Bush may be incumbent but his team behind the debate is not; John Kerry may be long-winded but his team behind the debate knows how to attract attention quickly. Both candidates may not have known what stage was being set October 4, 2004 but their campaign aids and analysts knew that in order to turn an American audience onto their side they knew manipulation of the media would turn into manipulation of the public.
7th edition. London: Pearson Longman, ed. Garner, R., Ferdinand, P. and Lawson, S. (2009) Introduction to Politics. 2nd edition. Oxford: Oxford University Press, 1998.
http://www.guardian.co.uk/politics/2011/mar/25/voters-cuts-coalition-poll ICM Research interviewed a random sample of 1,014 adults aged 18+ by telephone on 23-24 March 2011. Interviews were conducted across the country and the results have been weighted to the profile of all adults.
The practice of brand management is a key component of marketing and performs an integral function by motivating the wants and needs of consumers. It is known that marketing can shape consumer needs and wants, however, consumers today appear to be more knowledgeable about the information regarding products. Consumers lead busy lives and have therefore gone to the internet as one of the many channels to learn about products in order to make informed decisions. This paper will discuss the argument that marketing should reflect the needs and wants of consumers rather than shaping these attributes. Due to the speed and ease of obtaining information, consumers do not take at face value strong marketing efforts that appear to be overly aggressive and push a brand rather than just being informative. Brand managers have to be aware of these changing dynamics and carefully craft brand management practices to meet the demands of consumers.
The purpose of this paper will be to refute claims made by doubtful scholars as to the importance of presidential debates. Throughout this paper, studies will be presented which directly refute the idea that debates do not have a substantial effect on voter perception. It will also explore the evolution of the selection process and how that has directly affected the importance of debates. In addition, it will provide evidence of the importance of presidential debates by evaluating multiple theories (Neustadt, Light, and Presidential Roles Theory) of presidential success and show how debates can be central in the foundation of their future achievements as president. This analysis will also explore the sinister aspects of debates in which the media uses sound bites to direct voter perceptions and use miscomprehension among voters to distort their views about potential candidates.
Coca-Cola. And Apple. Two companies from two very different industries, yet both have such strong brand identities, it has become iconic. A brand identity should be “the heart and soul of a brand.” [2] (Aaker, D. A., 2010, p. 68) But it’s not just a strong brand identity that has made these two brands internationally known. In both cases, it has been a strong combination of brand identity and well-considered packaging, which have put them at the forefront of their respective markets.
The fast food industry’s giant- McDonald’s has become the best-know fast food brand in the world. It employs advertising, sale promotion, public relations and sport sponsorship to promote McDonald’s as a global image (Vignali, 2001). In communication context, the maxim “brand globally, advertise locally” (Sandler & Shani, 1993) is McDonald’s promotio...