The Good, the Bad, and the Political

October 24, 2006

Politics!
Just weeks before the November 7 election, it’s impossible to avoid political advertising.

I’m fascinated that the Argus Leader – the publication formerly known as a newspaper – and the local TV stations have run stories about political advertising. Now, it makes sense for an ad agency to blog about the topic, but is it really news? How about covering the candidates or the unbelievably complicated ballot issues?

So far, the advertising has been fairly polite. Ever since Mark Barnett and Steve Kirby publicly slaughtered one another in the Republican gubernatorial primary four years ago, most candidates have taken the high road. Maybe that’s one of the quirky things about South Dakota – it’s the one place where negative campaigning just won’t work.

Of course, there are some other quirky things about South Dakota. As our governor points out in a campaign TV spot, during even the worst blizzards South Dakotans don’t resort to rioting and robbery.

Who is he kidding? During a blizzard you can hardly get enough people together for a card game, let alone a riot.

This is hilarious but also disturbing. If that’s the way our governor thinks, we’re all in deep doo-doo – or snow, perhaps, desperately fighting the urge to break into stores and steal shovels – and then, of course, claim we “needed” them.

Most likely, however, these words were the brainchild of a speechwriter or, God forbid, an advertising writer. Let’s hope so, anyway.

In contrast, the best spot now is Stephanie Herseth’s. Well written, well produced and warm & fuzzy about the people of South Dakota – like the Rounds ad might have been if it weren’t so preposterous.

This is not to let Democrats off the hook. The single worst piece of communication to come out of this election season is the Rounds = Chicken billboard on Louise Avenue in Sioux Falls.

First of all, the concept is just pathetic. There’s more sophistication in a cave drawing. Second, its effect is the opposite of what’s intended. People assume that a slam to Rounds must come from his opponent, which isn’t the case. And because it’s negative, simplistic, and - OK - just plain stupid, it irritates everyone, even people who might agree with its message.

Then again, what IS the message? That chicken is actually a rooster. Since we can count on the fact that most South Dakotans can tell one from the other, the message may be something else entirely. We won’t go there.

If nothing else, the billboard reaffirms the value of advertising expertise. Caution: Step away from the billboard. Do not attempt to create advertising yourself. Please consult a professional.

Rounds = Chicken?

By Clara

Filed Under Advertising, Criticism

Comments

One Response to “The Good, the Bad, and the Political”

  1. Deb McIntyre on October 24th, 2006 6:42 pm

    The rooster billboard was actually sponsored by a woman who knew the governor before he was married. She can’t forget and wants the world to know. I can’t tell you her name, but I thought you might like to know.

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