It is a common prejudice about modern politics that it is all focus groups and spin, all public relations and advertising. The rather heartening conclusion from Sam Delaney’s history of advertising in politics is that this is a calumny on the political trade.
Delaney has spoken to everyone involved in political advertising since the phenomenon began in earnest with Wilson in 1964 and can hardly find a soul who is certain that advertising does anything more than varnish good ideas. Maurice Saatchi, for example, credited Margaret Thatcher’s proposals, rather than his talent for a pithy slogan, for her electoral victories. Chris Powell, a leading figure in Labour’s Shadow Communications Agency, also doubts whether advertising can really change popular opinion.
The case in point, and the most gripping couple of chapters of Delaney’s account, are his accounts of the rival teams in the 1987 general election campaign.
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