Attack ads increase in last lap

As the advertising campaign for the September 3 general election drew to a close this weekend, both the People's National Party (PNP) and Jamaica Labour Party (JLP) intensified the 'air war' with a barrage of attack ads on both party leaders.

As an indication of the intensity, 16 ads were aired Thursday night in just one hour from 8-9 on CVM, and 24 on TVJ between 7:00 p.m. and 9:00 p.m. This was about twice the nightly average before Hurricane Dean forced a break in all campaigning for a week.

The increase was also evident on radio as both parties made a final effort to consolidate their base and appeal to the 'undecided' voter who could be decisive in the outcome of the poll.

As seen throughout the campaign, the final week has been marked by a combination of attack ads seeking to undermine the character and credibility of the opponent while affirming the leaders and policies of one party over the other.

'Lean-forward' phase

One of the new PNP attack ads on the character of JLP leader Bruce Golding spliced together various video clips of statements made when he had left the JLP to form the National Democratic Movement.

Among other things, he acknowledged that he was "associated with gunmen" who, he said, justified their actions on the basis they were defending their community from the PNP.

Mr. Golding also suggested he was ready to confront the police during a raid in his West Kingston constituency, and there was a clip of his now famous "bangarang" declaration against the police if they took certain actions. The ad ends with the question in large, bold type: 'Can you trust this man?'

According to Raymond Pryce, chairman of The Patriots, the young professionals affiliate of the PNP, the ad was a reflection of the 'lean-forward' phase of the political campaign which would, among other things, seek to remove the 'camouflage' from the JLP leader.

The ad has generated much comment on radio talk shows with some callers saying it was legitimate, while others suggested that it may have helped Golding by showing his honesty in seeking to confront one of the negative features of garrison politics and violence with which both major parties have been associated.

It also stung JLP general secretary Karl Samuda, who promised that "every action demands a reaction", suggesting the JLP would retaliate.

Predictably, they responded with increased rotations of the tried and tested 'Portia's Farmer', with the message that 'Portia can't manage the prime minister work', and 'Don't Draw Mi Tongue', which seeks to portray the PNP leader as out of control under pressure.

Another ad that has been the subject of much comment - from the PNP's Women's Movement - takes on several JLP men for statements appearing disrespectful of women, including the PNP leader.

Respond to 'disrespect'

Short clips of 'shocking' remarks by Golding, Pearnel Charles and Peter Fakourie (about restricting dancing to the 'dancehall', 'Portia's pothole' and describing some as a 'duppy') are followed by a series of women from apparently different social classes rejecting the comments while stoutly defending "Sister P, a strong woman, a strong leader"

Says one defender, "A diss dem a diss we, big time." Another says at the end: "I would never vote for a party where so many of their men disrespect women."

This ad could be effective among women voters -who in general, are more supportive of Simpson Miller than Golding - and could attract some more women voters to the PNP.

But it has also drawn reaction from women who recalled that it was the same PNP Women's Movement that was defensive of allegedly sexist remarks by Peter Phillips during the campaign for leadership of the PNP.

Guerrilla tactics

Another form of political advertising used in the campaign is 'guerrilla' tactics, where the party message is carried by an affiliate or surrogate, such as the PNPYO, the National Workers' Union and, in the case of the JLP, the G2K, which was more visible than the JLP in the early phase of the campaign.

The style was in evidence this past week in an ad sponsored by a group calling itself 'Friends of Jamaica' but making a pro-JLP message.

In this effective television ad, the message is portrayed in a montage of video images, computer animation and still photos of death and crime victims. There is an inset with a video clip of the minister of National Security, Peter Phillips, commenting on what the Government has been doing to reduce violent crime.

Throughout the presentation, the audio is provided by the popular rhythm and blues hit, If you don't know me by now, you'll never know me again - sounds like the version by Harold Melvin and the Blue Notes - suggesting that after all these years in office, voters must know by now that the PNP cannot reduce violent crime.

The aggressive attack ads contrast with a more soft-sell approach that was evident in the first days' advertising resumed following the unwanted campaign break forced by Hurricane Dean, at least from the PNP.

The ad 'We Will Recover', expresses sympathy to victims and gives assurance that the PNP is capable of leading the recovery. This positive and effective ad is narrated by a caring professional female voice over compelling video of damage caused by the hurricane.

Overall, the JLP had the more effective and focused campaign and apparently outspent the PNP.

By tomorrow night, they will know if it was worth the big bucks.