Bunting launches personal campaign

Published in the Jamaica Gleaner: Thursday | August 2, 2007

One new PNP roll out was an 'affirming' advertisement for the PNP candidate for Central Man-chester, Peter Bunting, who aired what we believe to be the first TV commercial for an individual candidate in the campaign so far.

Before this one, all political advertisements have focussed on the issues or the party leaders and have been part of the overall party campaign.

Bunting's path- breaking ad was produced in the style of endorsements to reinforce his suitability to be the representative in what some say is a tight race.

The ad opens with John Junor, the retiring Member of Parliament and former government minister, affirming that Bunting is well qualified to be his successor. The theme is echoed by two other constituents and ends with his opponent, Sally Porteous, the JLP candidate, also expressing positive views.

Endorsements are generally effective 'positive' forms of political advertisements. But it is surprising that Bunting's image does not appear in the ad at all. Being a new candidate for the constituency with only a few weeks to get himself known, one would have thought he would have used the opportunity to extend the ground he has covered in face-to-face meetings.