Professor dissects Labour and Nationals first political ads

Author
Newstalk ZB staff,
Publish Date
Mon, 14 Sep 2020, 12:16PM
Prime Minister Jacinda Ardern in Labour;s latest political ad. (Photo / Screenshot)

Professor dissects Labour and Nationals first political ads

Author
Newstalk ZB staff,
Publish Date
Mon, 14 Sep 2020, 12:16PM

The season of political advertising has begun, ahead of next month's General Election.

Labour's first ad features leader and Prime Minister Jacinda Ardern sitting at a desk with a vibrant red coat, uttering common lines of 'rebuilding' and 'sticking together'.

National's first shows leader Judith Collins, urging New Zealand to trust their 'team', who can help rebuild communities and futures.

University of Auckland associate professor of marketing Mike Lee revealed to Mike Hosking his analysis.

"[National's message] finishes off with the team, so that's the big message, that's the unique selling proposition at this point, you're getting the team.

"The main reason [they're doing this] is they don't have a star player right now, so they're selling on the idea of the team.

"If you flip over to the Labour ad, the symbolism you've got there is she's already in a seat of power, so she's got that set-up with the desk showing that's she been here doing the work.

"You've got one person instead of a team, so a very different approach. What they're saying there is we've got a star player."

Mr Lee notes this is likely the first time National have injected a 'greener future' message into their campaign, which could show they're willing to join forces with the Greens.