Campaign Posters: Faces and Names, but No Conversation
Oliver Voss, advertising expert, offers his critique on the lack of creativity and engagement in current political campaign posters.
As I walked towards our meeting, I passed dozens of election posters. Each one featured a face in close-up, accompanied by a name and party affiliation. None of them stood out to me.
When asked about his impressions, Voss responded, "I saw nothing but faces, looking at me with their names and parties. That’s not what I would call good advertising."
What is good advertising, then?
Voss explains, "Imagine you’re in a bar and want to approach someone. Would you start by stating your first and last name – and nothing else? I wouldn’t think so! You need a good opener, or you won’t make an impression."
"Good advertising is like a conversation. It should stick in your mind, evoke an emotion, or inspire new thoughts. These posters do none of that for me."
The importance of engagement
Voss emphasizes the need for engagement in advertising. "Political posters should engage the viewer, not just inform them. They should make them think, feel, or take action."
The role of creativity
"Creativity is essential in advertising," Voss continues. "It’s about breaking away from the norm and finding a unique way to communicate your message."
Lessons from commercial advertising
Voss draws parallels between political and commercial advertising, noting that successful commercial brands prioritize creativity and engagement.
"Think about the most memorable advertisements you’ve seen. They don’t just show a product; they tell a story, create an emotional connection, or make you laugh. Political advertising should be just as engaging."
The need for more than just faces
Voss believes that political posters should be more than just faces and names.
"Candidates need to communicate their values, policies, and vision. They should be using these posters to connect with voters on a personal level."
A call for better advertising
Voss concludes, "I urge political candidates to invest more effort in their advertising campaigns. Don’t just throw up a face and a name. Create something that’s memorable, engaging, and worthy of my vote."
Closing note
The lack of creativity and engagement in current political campaign posters is a missed opportunity for candidates to connect with voters and inspire them to participate in the democratic process. By embracing creativity and prioritizing engagement, candidates can create advertising that resonates, persuades, and makes a lasting impression.
