The online advertisements of the political parties—the copy, the fonts, the colours, the issues, the flash videos—makes for an interesting case study in the changing psychology of the parties, their leaders, and their image consultants.
- “No compromise with corruption. No compromise with terrorism. Choose a leader who can take tough decisions in tough times. L.K. Advani for PM,” reads the BJP’s pitch for vikas purush.
- “The party that laid the foundation of modern India. Computer revolution. Mission Chandrayaan. Voting rights for youth. Women’s empowerment. Aam aadmi ke badhte kadam, har kadam par Bharat bulund,” goes the Congress screamer, with the visages of Manmohan Singh, Sonia Gandhi and Rahul Gandhi.
The pastels are soft. The appeal is plaintive. The indication is subtle, that they don’t want this for themselves, but for cause and country.
On the other hand, Kumari Mayawati Chandawati Devi alias Behen Mayawati of the Bahujan Samaj Party (BSP) makes no bones about what she is after. She opts for the static jugular, while imperiously crossing her legs, and sitting on the kind of throne that the “oppressors” have sat on and lorded from for centuries.
Photograph: courtesy Bahujan Samaj Party
Also read: Politics as advertisement