The main poster used in the campaign involved a picture of Labour Party leader Tony Blair on a black background with a strip of the poster appearing to be torn off across the eyes of Blair. The eyes were replaced with a pair of "demon eyes" with the slogan "New Labour New Danger" positioned below the picture.[3]
A later poster used the "demon eyes" on a purse and accompanied it with the slogan "New Labour, New Taxes".[4]
Responseedit
The advert was praised by Campaign, who judged it had completed its objective of questioning Blair's character. The advertisement was claimed to have gained the Conservatives £5 million worth of free publicity.[5] Despite being declared 'the best advert of the year' it was widely condemned[by whom?] as counter productive.[6]
The advert was condemned by the Labour Party as negative advertising.[7] In September 1996, former Conservative prime minister Edward Heath also criticized the advert.[8] The Conservatives went on to experience their worst election defeat for more than half a century, with some journalists speculating that the poster contrasted unfavourably with Labour's more positive campaign.[9]
The Advertising Standards Authority received 150 complaints about the Blair advert, including one from the Bishop of Oxford. The ASA upheld the complaints and instructed the Conservatives to withdraw the poster, stating they believed it portrayed Blair as "dishonest and sinister"[4] and also because the campaign did not have Blair's permission to use his image.[10] In 1999, the ASA decided to stop regulating political advertising, citing this advert as a particularly difficult case and saying: "The free flow of argument in the cut and thrust of open debate is the best antidote to political advertising that misleads or offends."[11] A poll by the poster site company Maiden Outdoor found 64 per cent disliked the campaign.[12]
Legacyedit
In August 2012, it was announced that the "demon eyes" design would be used in the American film The Campaign.[13]
The Labour Party's workers founded an amateur football team called Demon Eyes F.C. named after the adverts. The football team once won Thames League Division 1, before being disbanded.[14]
Referencesedit
^"martincasson.carbonmade.com". Martin Casson Portfolio. 2022-08-04. Retrieved 2022-08-04.
^Carlin, Brendan (2006-09-05). "Saatchis aren't working for the Tories". London: Telegraph. Retrieved 2012-09-14.
^ abPaul Routledge (1996-09-01). "Tories revive 'demon eyes'". The Independent. London. Archived from the original on 2022-06-18. Retrieved 14 September 2012.
^Andrew Culf (10 January 1997). "Demon eyes ad wins top award". London: Guardian. Retrieved 2012-09-14.
^Porter, Andrew (2008-03-17). . London: Telegraph. Archived from the original on 2012-03-31. Retrieved 2012-09-14.
^"Labour fights back at Tory 'new danger' posters". Campaign. 1996-08-02. Retrieved 14 September 2012.
^"Heath damns 'demon eyes' poster". The Independent. London. 1996-09-08. Archived from the original on 2022-06-18.
^"Obama and Romney second debate: Are slogans and soundbites helpful?". 15 October 2012.
^Paul McCann (1997-09-01). "Ad watchdog washes its hands of Demon Eyes". The Independent. London. Archived from the original on 2022-06-18. Retrieved 14 September 2012.
^"Annual Report 1999". Advertising Standards Authority. Retrieved 14 September 2012.
^"Demon eyes ad wins top award". The Guardian Newspaper. 10 January 1997.
^"Hilton's demon eyes are perfect for Hollywood". Evening Standard. 2012-08-31. Retrieved 14 September 2012.
^Rayner, Gordon (2008-03-15). "The team of winners with a strong left wing". London: Telegraph. Retrieved 14 September 2012.
December 15, 2023
labour, danger, advertising, campaign, united, kingdom, conservative, party, during, 1997, general, election, conceived, creative, director, martin, casson, advertising, agency, saatchi, refers, labour, party, labour, slogan, poster, contents, design, response. New Labour New Danger was an advertising campaign run in the United Kingdom by the Conservative Party during the run up to the 1997 general election It was conceived by creative director Martin Casson 1 at advertising agency M amp C Saatchi and refers to the Labour Party s New Labour slogan 2 Poster Contents 1 Design 2 Response 3 Legacy 4 ReferencesDesign editThe main poster used in the campaign involved a picture of Labour Party leader Tony Blair on a black background with a strip of the poster appearing to be torn off across the eyes of Blair The eyes were replaced with a pair of demon eyes with the slogan New Labour New Danger positioned below the picture 3 A later poster used the demon eyes on a purse and accompanied it with the slogan New Labour New Taxes 4 Response editThe advert was praised by Campaign who judged it had completed its objective of questioning Blair s character The advertisement was claimed to have gained the Conservatives 5 million worth of free publicity 5 Despite being declared the best advert of the year it was widely condemned by whom as counter productive 6 The advert was condemned by the Labour Party as negative advertising 7 In September 1996 former Conservative prime minister Edward Heath also criticized the advert 8 The Conservatives went on to experience their worst election defeat for more than half a century with some journalists speculating that the poster contrasted unfavourably with Labour s more positive campaign 9 The Advertising Standards Authority received 150 complaints about the Blair advert including one from the Bishop of Oxford The ASA upheld the complaints and instructed the Conservatives to withdraw the poster stating they believed it portrayed Blair as dishonest and sinister 4 and also because the campaign did not have Blair s permission to use his image 10 In 1999 the ASA decided to stop regulating political advertising citing this advert as a particularly difficult case and saying The free flow of argument in the cut and thrust of open debate is the best antidote to political advertising that misleads or offends 11 A poll by the poster site company Maiden Outdoor found 64 per cent disliked the campaign 12 Legacy editIn August 2012 it was announced that the demon eyes design would be used in the American film The Campaign 13 The Labour Party s workers founded an amateur football team called Demon Eyes F C named after the adverts The football team once won Thames League Division 1 before being disbanded 14 References edit martincasson carbonmade com Martin Casson Portfolio 2022 08 04 Retrieved 2022 08 04 Carlin Brendan 2006 09 05 Saatchis aren t working for the Tories London Telegraph Retrieved 2012 09 14 New Labour New Danger Demon eyes Conservative 1997 London Guardian Retrieved 2012 09 14 a b Paul Routledge 1996 09 01 Tories revive demon eyes The Independent London Archived from the original on 2022 06 18 Retrieved 14 September 2012 Andrew Culf 10 January 1997 Demon eyes ad wins top award London Guardian Retrieved 2012 09 14 Porter Andrew 2008 03 17 The power of political advertising London Telegraph Archived from the original on 2012 03 31 Retrieved 2012 09 14 Labour fights back at Tory new danger posters Campaign 1996 08 02 Retrieved 14 September 2012 Heath damns demon eyes poster The Independent London 1996 09 08 Archived from the original on 2022 06 18 Obama and Romney second debate Are slogans and soundbites helpful 15 October 2012 Paul McCann 1997 09 01 Ad watchdog washes its hands of Demon Eyes The Independent London Archived from the original on 2022 06 18 Retrieved 14 September 2012 Annual Report 1999 Advertising Standards Authority Retrieved 14 September 2012 Demon eyes ad wins top award The Guardian Newspaper 10 January 1997 Hilton s demon eyes are perfect for Hollywood Evening Standard 2012 08 31 Retrieved 14 September 2012 Rayner Gordon 2008 03 15 The team of winners with a strong left wing London Telegraph Retrieved 14 September 2012 Retrieved from https en wikipedia org w index php title New Labour New Danger amp oldid 1180835315, wikipedia, wiki, book, books, library,
