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The Other Conservative Ads

  • Posted by Martin Bright
  • 06 August 2008

The Tories' ad campaign is well-judged - right down to the traditional dog-whistle policies they are playing down

I have to take my hat off to the designers of the Conservative Party's sunny uplands website. Lots of smiling young faces and the verve of a party that thinks it's heading back into power. The slogans of the pop-up adverts are great, showing the Cameroons' capacity for empathy. Who in middle Britain could possibly argue with the following?:

A Neighbourhood I Feel Safe In
A Home of My Own
A Good School For My Children
An NHS I Can Count On
Pass Something On To My Children
More Help To Go Green
The Retirement I've Worked For
My Money In Safe Hands

But dig a little deeper and there are two slogans they have left off the front page, which only appear in press adverts: Can Work Will Work (i.e. we will crack down on benefit scroungers) and Reduce the Pressure (i.e. there are too many immigrants).

I do believe I can hear a distant dog whistle.

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2 comments from readers

niceguy
07 August 2008 at 11:57

Is this what they call balanced and objective journalism?

BegbiesEvilTwin
08 August 2008 at 01:20

It looks like the dog whistle meeting the politics of resentment.

Where I differ with Brighty on this is that both the Can Work Will Work and Reduce the Pressure are in many ways merely what Labour has been doing in practice at various points since 1997. The recent DWP announcement on getting disabled people off Incapacity Benefit and back to work seems highly problematic. Getting people back into work sounds noble and can without question be therapeutic but it requires those people to be placed in appropriate meaningful jobs. Until there is adequate legislation and enforcement against disability discrimination in recruitment and in the workplace the likelyhood of long-term disabled people achieving such looks very much like a remote possibility. This is was why the closure of 28 Remploy sites was such a poorly-considered, even scandalous move.

As for Reduce the Pressure Labour have been just as obtuse. Sending asylum seekers back to their home countries when they have challenging health issues such as HIV seems unjustifiable on any reasonable grounds. What I do guarantee is that whenever Labour ends up in opposition they will start crying foul whenever the Tories commit similar actions.

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About the writer

Martin Bright

Martin Bright began his journalistic career writing in very simple English for a magazine aimed at French school children. This experience has informed his style ever since. He worked for the BBC World Service, and The Guardian before joining the Observer as Education Correspondent. He went on to become Home Affairs Editor before becoming the New Statesman's political editor in 2005.

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