The Sun is running a story that The Labour Party are planning to use the ‘Tory Toff’ angle of attack in some upcoming political advertising. The report claims that the campaign will feature “huge posters of those cringe-making student photos” of George Osborne and David Cameron carrying the copy ‘Do you want these men to run Britain?’
Most research around the effects of negative political advertising suggests that it is very useful for reinforcing impressions that people have about certain things. However, if you’re trying to change someone’s mind about something it usually turns them off.
Therefore the advertisement above would only get a positive reaction out of people who would already subscribe to the following statement: David Cameron cannot be trusted to run the country because he had a wealthy upbringing.
What percentage of the electorate would subscribe to such a statement? My guess would be very few.
I hope, for Labour supporters’ sake, that the Sun’s story is bogus.