Political ads begin on broadcast media

Starting Wednesday, the Ontario election campaign became a lot more visible. That is because a moratorium on TV and radio ads has been lifted bringing political ads right into your home.

Just as the moratorium lifts, new campaign ads are on our televisions. All three parties have released ads that were not previously seen on TV, and they come with varying tones. We reviewed these ads with communications consultant Allan Bonner to hear his feedback on their effectiveness.

“I believe that government should be a force for good in people’s lives.” In her latest tv ad, the positive tone taken by Kathleen Wynne is quickly followed by an attack.
“Tim Hudak wants to make classrooms more crowded, cut teachers and healthcare, and somehow make our economy grow by firing a hundred thousand people.”

Watching ads today, communications consultant Allan Bonner says your message has to be clear, and this one: “It is kind of Ms. Inbetween, which is not very definitive.”

Much to the surprise of Bonner, Tim Hudak and the PC’s are clearly on one side, and it is a positive one. “I will not ask the people of this province to vote against the other leaders, but to vote for a plan for a better Ontario.”

But with scandals like Ornge and the gas plants on the Liberals resume, he can’t see the PC’s staying positive for long.

Bonner: “If they aren’t in the can about Ornge and the gas plants, I would be extremely surprised — somebody’s asleep at the switch.”

“Kathleen Wynne has a record of mismanagement.” The most aggressive stance is in this ad accusing the Wynne Liberals of wasting tax dollars and breaking promises.

“vote Andrea Horwath, NDP. It’s time for change that make sense.” And if you are going to use attack ads, Bonner says now is the best time: “They aren’t necessarily spreading negativity. They could be spreading brand identification, issue identification, which can actually increase voter turnout.”

On the whole Bonner says that this campaign has not been very negative. But with the gas plants and Ornge hanging over the Liberals and a plan by the PC’s to cut 100-thousand jobs, that could soon change.