Clark and Dix: Whose Ad Is Stronger?

After months of the Liberals using tax dollars for saturation advertising, they finally released an ad paid for by their party. The NDP has also released its first ad which provides an opportunity to compare the two. Here is the text for both ads with links their YouTube versions. 

BC Liberal ad:

"I believe if we aim high B.C. can have the most secure economy in Canada. That's why we're increasing international trade, helping small businesses hire and improving skills training so our children can thrive right here in B.C., because creating jobs is the best thing we can do for families. That's what I believe and that's what I work for every single day."

In the Liberal ad, Christy Clark speaks directly into the camera from the beginning until the last frame that gives the approved by financial agent tag. That's a bold move in light of the high disapproval numbers pollsters find for Clark. 

BC NDP ad:

"Hello, I'm Adrian Dix leader of the BC NDP. Every day I meet women and men who love B.C. but are concerned that their children won't have access to the same opportunities they've had. So while the Liberal party relies on personal attacks, I plan to act on issues important to you and your family: ensuring that young people have access to the skills and opportunities they need for the jobs of the future, and reinvesting in the environment and the land base. Not just change but change for the better, one practical step at a time."

In the NDP ad, Adrian Dix speaks directly to the camera for a little over half the ad. It features five scenes showing Dix interacting with people. 

Claims and credibility

Words are expensive in ads; they require careful thought to go into each one used. The opening sentence in the Liberal ads speaks about setting possibly unattainable goals. For years British Columbians have heard Gordon Campbell, and now Christy Clark, speak about B.C. being best while even its Progress Board ranked B.C. in the middle compared to other provinces on dozens of indicators. 

It is true that B.C.'s trade with China has increased, but total exports from B.C. were $31.7 billion in 2001 and $32.7 billion in 2011 (we are waiting for the 2012 figure). During those years, trade hit a high of $34.2 billion in 2005 and a low of $25.2 billion in 2009. In other words, for those who know about trade Clark's claim rings hollow. 

The ad claims the Liberal government is "helping small businesses hire"; however, many of those businesses are not happy with the minimum wage increase, the new February holiday or the cancellation of the promised elimination of the small business tax. Those were probably necessary measures, but they mean the Liberals lack credibility when they claim to be helping small businesses. 

The claim that the Liberals are "improving skills training" also strains credibility. Apprenticeship completion in 2011 was only 43 per cent, down from 60 per cent to 80 per cent before the Liberals killed the Trades and Apprenticeship Commission in 2002. Last year the government cut the budget for Advanced Education, resulting in 25 post-secondary presidents sending a letter of protest to then minister Naomi Yamamoto. 

The Liberals ignored the facts when their ad spoke about children can thriving right here because creating jobs is the best thing. Interprovincial migration statistics show that B.C. has been losing population to other provinces. Employment data show that B.C. ranked eighth in job creation in December; previous months weren't much better. 

The Liberal ad concluded with Clark saying "that's what I believe," thereby providing a stark contrast with what many voters believe! 

What's the theme?

I would quote the theme of the Liberal ad, but I can't find it. In 2009 the NDP ads did not present a consistent theme; perhaps the Liberals will follow that model. Successful ads deliver a message that has been carefully researched to pass the test of credibility with the target audience. A complete campaign repeats the message in every ad while using different evidence in each so as to reinforce the message. As shown above every phrase in the Liberal ad raises questions of credibility; their research might have failed to identify a credible theme or slogan to use throughout the campaign. Some believe their theme will be a relentless negative attack on Dix as has started in radio ads from their ally CC4BC. 

The NDP ad starts by saying what many families feel, concern for their kids. It acknowledges the personal attacks from the Liberals and their allies while repeating Dix's promise not to be personal. When Dix says he will ensure that young people have access to skills, he is repeating a theme he has emphasized for months. You can expect to hear more from Dix on "reinvesting in the environment and the land base." Perhaps the most important feature of the NDP ad is what will probably be its theme throughout its advertising campaign: "Not just change but change for the better, one practical step at a time." 

I believe that the central issue of the campaign is the loss of trust and credibility suffered by the Liberals. The Liberal ad is further evidence why trust and credibility are issues. 

The NDP ad is positive and upbeat. It says what many voters want to hear: it's time for a change for the better. It emphasizes moderation when it speaks of one practical step at a time -- nothing to fear there, and lots of reason to give Dix a chance. One 30 second ad can't cover all the issues that will come up in a four month campaign, but the NDP ad is a good clean start. 

Watch the two advertisements here:

BC Liberal Party ad:

BC New Democrat Party ad: