Persuading the Viewers: Conservative Party Political Broadcast

Labour with danger and discourages voters from supporting them. The same image of menacing eyes is used throughout the video to personify Labour as a threat, especially when criticizing their policies. In the last scene, the eyes look down menacingly on Parliament and a young police officer, visually representing the voice-over's statement that "Labour intend to slowly give away Britain's power and Europe," implying that they threaten both democracy and power.

The Broadcast aims to dissuade viewers from voting for Labour by depicting a young police officer, traditionally a symbol of safety, being intimidated by a threatening gaze. This creates a connection between Labour and danger, suggesting that the party poses a threat to even unexpected groups of British citizens. In contrast, the Conservative Party is portrayed positively using upbeat imagery. A busy shopping centre is used to symbolise economic progress, energy, vitality and positive direction under the current government. This creates a sense of optimism and encourages viewers to vote Conservative. Labour's policies are depicted negatively through chilling and intimidating imagery.

Regarding the topic of mortgages, the use of a dark setting and an image of a scared and vulnerable woman in her own home during the voice-over discussing labour's housing policies is meant to convey potential threats to personal liberties and safety if labour were to come into power. The intention is to dissuade viewers from voting for labour by creating a hazardous and menacing portrayal of the political party.