It Completely Ignores All Conventions

The variant that I have often seen starts as follows. In the first 5 seconds the voice-over gives the following message: “It is time for new leadership. That looks after people and looks beyond tomorrow.” I see a businesswoman (Sigrid Kaaf) walking outside and reading papers at a desk. And many pictures of people: men, women, old, young, white, colored. Everything about this says: generic. We are here for everyone. We have a broad target audience. Anyone who wants new leadership (read: a vote against Rutter/VVD) has come to the right place. The slogan also conveys this: “It is time for new leadership.” This first of all raises the question of whether this is indeed the case. And if the answer to that is ‘yes’, it is not clear with this slogan why this new leadership should come from D66. Because they look after people and look beyond tomorrow? Is there a political party that doesn’t? Yes, the Party against the Citizen of the satirical channel De Sped. Also read: This is what we can learn from the election campaigns In short: the target group for this advertisement is so broad that it has become a completely meaningless advertisement.

Completely Ignores All Conventions

As a floating voter, it does not invite me to vote for D66. This is a case of omitting specific data. What I would call: omission of specificity. Groen Links in short: omission of answer I see two different lengths of election ads from Groen Links. Short and long. This is an example of the short. In those crucial first 5 seconds I see a man sitting at Norway Phone Number List a wooden table, with an open newspaper in front of him. He stares into the distance and hears a voice say “The cabinet is not meeting the climate target.” He looks into the camera and asks, “How do you see the future?” He stands up and then, as if he has heard my answer, says, “Exactly!” Where the D66 ad was not specific, this Groen Links ad is very specific. It focuses on one concrete political topic: climate objectives. That’s perfect: you can’t convey more than one message in this day and age. Then a powerful rhetorical tool is used: the question. Asking your audience a question is an age-old means of engaging your audience with your story.


Ignores All Conventions

Here, that question is also well supported visually with a direct look into the camera. Then you have me as a viewer. Because when someone asks you a question, you automatically look for an answer . You’ve got me all the way if you’re also perpetuating the illusion that you’ve heard and agree with my answer (“Exactly!”). Regardless of what that answer is. I literally feel heard. As a pitch coach, I think this is an extremely good use of omission, omission. There is no answer to the question of how Groen Links sees the future in terms of climate objectives. But it is implicitly clear that they are in any case concerned that the climate objectives are not being achieved. This is an example of omission of response. Groen Links long: omission of subject In addition to these short, unanswerable election ads, Groen Links has another ad. It completely ignores all conventions about short YouTube ads.

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