Labor and Liberal go negative for week four of the campaign

As the Federal election campaign moves into its fourth week both sides of politics are increasingly turning to negative advertising in an attempt to tarnish their rivals.

Over the weekend both the Coalition and Labor unveiled new negative advertisements focusing on the perceived personality flaws of both Kevin Rudd, Tony Abbott, and also some of their key policy weaknesses.

The latest Liberal Party attack ads label Kevin Rudd ‘Captain Chaos’ and accuses him of making multiple ‘tax grabs’ and of spending blowouts in the 31 days since resuming office.

The attack ad accuses him of multiple failures in his 31 days since returning to the Prime Ministership before declaring “It’s a Ruddy Mess… Imagine three more years of Labor Failure.”

Coalition strategists are also juxtaposing these negative messages with positive ads selling their economic credentials and promising “Better Budget Management.”

Meanwhile a new Labor attack ad called “Wrong Priorities” features an elderly pensioner, who receives $19,000 a year, criticising Tony Abbott’s maternity leave plans.

In the ad the pensioner notes how a pregnant woman on $150,000 would receive $75,000 in maternity leave. She tells the viewer: “How can we afford that?”

“I’m on a $19,000 a year pension and your giving money to those who need it least. Your priorities are all wrong.”

The final fortnight of the election campaign will see both sides, as well as various interest groups, launch advertising campaigns aimed at influencing the election.

Among the latest interest groups to weigh in is the Australian Retailers Association who has launched a print campaign calling on Kevin Rudd and Tony Abbott to act against the major supermarket chains and what the association is labelling “anti-competitive behaviour.”

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Click to enlarge

The campaign focuses on how major chain Coles and Woolworths use petrol discounts to increase their supermarket sales. said “(Our) concern was identified when the discount levels were around 4 cents per litre,” said Russell Zimmerman, CEO of Australian Retailers Association.

“This year we have seen the supermarket chains offering 20 cents, 25 cents, 30 cents, 40 cents and upwards of 45 cents per litre discounts.”

Nic Christensen


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