Nick Schon, Creative Director, Saachi and Saachi explains:
“I worked on the Conservative advertising for two general elections. This was a subject we gave a lot of thought to, and it’s actually simple: a lot of poor people don’t think they will always be poor. They have aspirations just like everyone. That’s a good thing, but it’s often taken to unrealistic levels. They think that “Ok, I’m not earning a lot now, but one day I’ll have a bloody great yacht”, so they vote for the party they think will help them most achieve that great leap to riches and the one they identify with in their imaginary alternative life.
It’s the principle behind shows like “Bake Off”, “X-Factor” and “The Voice” and a host of other contests where “ordinary” people suddenly strike it rich. It’s deeply rooted in human psyche, and the Tories know it.
The Conservatives are quite aware that they are pedlars of what is for most, false hope. They point out the Alan Sugars and Richard Bransons and say that you too can achieve this under their governance. Tories are really interested in maintaining the status quo and helping them and their core donors.
I’ve asked friends who aren’t well off but voted Tory why they did so. One is a teacher who is about to lose his job. The answers come straight out of the Daily Mail.
We have a poisonous right-wing press in this country, dominated by five billionaires who create a climate that persuades people to act against what is in their best interests. That monopoly has to change.”