The Conservatives’ advertising in t

The Conservatives’ advertising in the run-up to, and during, the 1997
campaign was less successful. As was noted in Chapter 3 above, the effects
of political advertising are determined not by content alone, but also by the
environmental context within which a political message is sent and received.
Between 1992 and 1997, much had changed in British politics. The Labour
Party had renewed itself under the leadership of Tony Blair, while the Tories
had been damaged by media-fuelled perceptions (reasonably accurate) of
moral and financial sleaze on the one hand, and internal division over policy
on European union on the other. As a result, when they attempted to reprise
the ‘Labour’s tax bombshell’ theme which had played so well in 1992

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Kaum konservatif iklan di putaran, dan selama, 1997kampanye yang kurang berhasil. Seperti tercatat dalam bab 3 di atas, efekiklan politik ditentukan bukan oleh konten sendirian, tetapi juga olehlingkungan konteks di mana pesan politik yang dikirim dan diterima.Antara 1992 dan 1997, banyak yang telah berubah di British politik. Tenaga kerjaPartai telah diperbarui itu sendiri di bawah kepemimpinan Tony Blair, sementara Toriestelah rusak oleh media berbahan bakar persepsi (cukup akurat)pekerjaan buruk moral dan keuangan di satu sisi, dan pembagian internal atas kebijakandi Uni Eropa pada yang lain. Akibatnya, ketika mereka mencoba untuk repriseThe 'liberal pajak bom' tema yang telah bermain begitu baik pada tahun 1992