Are electoral slogans working?

By Debabani Majumdar
BBC News

Irrelevant, uninvolved and unmemorable - just some of the ways marketing experts have summed up slogans used by various political parties involved in the London Mayoral elections.

The mayoral contest is "personality-led", say marketing experts

As the campaigning draws to a close, experts and political advisors have given their opinions on how the election race has played out.

Chris Powell, a former head of an advertising firm involved with national Labour campaigns, said: "The public are excited by two personalities bashing it out.

"Here, Tories went out of the way to appoint an idiosyncratic candidate like Boris Johnson while Ken Livingstone's strength is in being a maverick.

"It is not about parties but the particular human beings."

But their slogans, he said, reflected neither their policies nor people's emotions.

Labour are asking people to "Be Involved" while the Tories are promising "A change for the better".

In comparison, the 1997 Labour slogans "Enough is enough" and "Britain deserves better" resonated with the public mood, said Mr Powell.

"Not memorable, but resonant. [This election's] slogans are pretty irrelevant, extraordinarily uninvolved and none sum up the way people feel," he said.

Image important

Martin Minns, a political campaigns advisor who has been involved in 37 campaigns in 14 countries, said: "I like a campaign slogan to do what it says on the tin."

He said: "Boris Johnson, I see, has used the phrase that Ken Livingstone is 'mired in maladministration'. Well, good alliteration, but I wonder if the punters will really get it?"

The Iron Lady in an "executive-style" suit in 1990

In a race dominated by personalities, a candidate's image can play an important role.

Most parties, when asked by the BBC, did not reply to questions about the candidate's image. Those who did were candid.

Christian Choice's Alan Craig said his wife selected his clothes, while Richard Barnbrook, of the British National Party, said he was concentrating on a colour theme - brown and beige suits - to create an identity.

English Democrat Matt O'Connor's partner advised him on his jeans and T-shirt look, which said he was "not [that of] a stuffy politician". Lib Dem Brian Paddick's spokesperson described him as a "snappy dresser" who did not need style tips.

Mr Minns said all candidates were advised on their look either officially or by a family member.

"Look at the neat, tie-wearing official photos of Ken Livingstone and you can see that's the case," he said.

"Similarly, look at the difference between Boris Johnson's haircut before and during the campaign and you can see that he has also has been worked on."

Slogans interpreted

Tony Travers, a local government expert from the London School of Economics, analysed this year's slogans.

• Labour - Ken Livingstone - Be Involved

Wants to involve people so as to ensure a high turnout. He is susceptible to a stay-at-home protest against the Labour Party nationally.

• Conservatives - Boris Johnson - A change for the better

He wants London to vote for change; wants people to feel restless and therefore vote against Ken Livingstone.

• Liberal Democrats - Brian Paddick - Serious solutions for London

Projecting himself as the serious candidate fighting two unserious ones. "Solutions" suggests there are problems in London which the current mayor has not solved.

• Green Party - Sian Berry - Change London for Good

Similar to the Tories'. A "sustainable" message, implying London is not good enough today but could be made so by a Green vote.

• UKIP - Gerard Batten - Justice and Common sense for London

Suggests Londoners do not currently enjoy either justice or common sense. Perhaps there is a hint that Europe has removed these benefits from Britain.

• Christian Choice - Alan Craig - Leader is the one who serves

By referring to a religious text and simultaneously projecting a sensible political message, suggests they would bring spiritual values to government.

• Left List - Lindsey German - Why shouldn't London's wealth benefit all of London?

A different message indicative of the gap between Left List and the Establishment and also hints that many areas within the capital do not benefit from the city's growth.

• English Democrats - Matt O'Connor - Save London from Labour's Tartan Taxes

He [withdrew from mayoral race] was "attacking Scotland's receipt of taxation paid in London.

• BNP - Richard Barnbrook - Putting London first

At face value, this is a straightforward political idea, suggesting the capital is currently left behind in some way.

• Independent - Winston McKenzie - Always working for the community

Only candidate to use the word community in his slogan. He suggests he would work hard, round the clock, for people. Indeed, it is implied he has already been doing this.