AD WATCH - Jamaica Labour Party (JLP) airs new ad

Published in the Jamaica Gleaner: Thursday | August 2, 2007

As Jamaica Labour Party (JLP) leader Bruce Golding was launching the party's manifesto Monday for the August 27 general election, the constantly humming JLP advertising machinery put out a new TV advertisement to reinforce a major theme of the campaign.

The latest ad, which began airing Monday night, features the JLP leader in several settings with what appear to be primary school children, highlighting his education vision and affirming his free tuition promise.

The production had Golding moving easily enough between the chalkboard and the children, reading to them and apparently engaging them. But it seemed a bit of a struggle getting his frame comfortably into a chair designed for an average-sized seven-year-old.

The ad sought to show the JLP leader at ease with small children while sending a clear message to parents and voters: The JLP cares about education, and the party will also abolish fees at the secondary level. "You have my word on it," he says, looking into the camera.

It certainly is not coincidental that this latest JLP advertisement on television appeared as Golding was telling the audience at the launch of the manifesto that education was at a critical plank in his platform for transforming Jamaica.

Addressing an assembly of supporters and business people at the Jamaica Conference Centre, he summarised his vision for Jamaica this way: "A good school for every child and a decent job for every person of working age" in the job market. Once these two conditions are met, the other problems of the country will disappear, he said.

The ad also seemed to address other issues, besides reinforcing to voters that a JLP government would eliminate fees. This message would be especially appealing to the poor who find the cost of sending their children to school a burden.

Distinct disadvantage

Also, by placing Golding amongst small children, the producers would hope to remove some of his natural stiffness and formality - personality traits that place him at a distinct disadvantage with Prime Minister Portia Simpson Miller who is gifted with emotional intelligence and who moves a lot more easily with the people.

Earlier in the campaign, the first TV ad on school fees showed Golding, in a business suit, making his promise from behind a desk as if he was giving a state of the nation address.

This latest production softens the edges and Golding comes across in a more personable way and, being 'introduced' by daughter Shereen, certainly didn't hurt either.

By committing a JLP government, should they win, to abolishing secondary school fees, the easily understood advertising message also puts the ruling People's National Party (PNP) in a spot of bother.

The PNP can hardly oppose the JLP plan especially since the JLP have framed the question in the context of doing something for the poor, the very constituency in which the Prime Minister is reportedly stronger than the Opposition Leader.

This latest JLP ad further confirms that they are leading the PNP in the number and frequency of advertisements over the airwaves (radio and television) where the PNP has a much lower profile.

This might be a matter of pulling back as we approach the Emancipation and Independence weekend, a period that the Prime Minister has urged to be devoted to prayer and fasting rather than campaigning.