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: Compare and Contrast how the Conservative and labour 1997 manifestos use layout features and language devices to appeal to their audiences

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Media Coursework Year 11 Essay Title: Compare and Contrast how the Conservative and labour 1997 manifestos use layout features and language devices to appeal to their audiences. The conservatives have been in power since 1979 which was a vast amount of time. The fact that they had been in power for 18 years caused problems for the party when writing their manifesto since they had ruled the country for so many years anything they wanted to do to improve the country should have been done already therefore what could they offer to change if voted in for another term? A problem which the conservatives were faced with was that if the conservative party were to introduce any major changes, the voting public would speculate about why these changes were not initiated previously. Britain 'however' could always benefit from new ideas of improvement giving the conservative party to propose reforms. It could be for this reason that they used an oxymoron "To stand still is to fall back" since they needed to explain that though they have succeeded so far they will still continue to find ways in which to improve the country. To merely say if they were to keep everything the way it was the conservatives would be portrayed to the point that they were conceited. ...read more.


'It is a great country with a great history, The British people are great... better schools, better hospitals, better ways of tackling crime'. The sentences added to this manifesto are critical as it is one of labour's problems. This sentence tackles one of Labour's problems. First it says Britain as a nation must be 'better;' then it says schools and hospitals must be 'better' (two elements of the welfare state which will appeal to the poorer people of Britain) and then it mentions matters to appeal to right wing voters. A religious semantic field is created by the repetition of words and phrases such as "I believe", "faith", "bond of trust", "ten specific commitments", "our covenant with you" and "faith in politics" .Because of this, Labour appeals both to the country's spiritual beliefs, and those who believe in traditional values. Politics is treated using the language of religion to reassure voters that they will not be let down by a new Labour government and by its new 'spiritual' leader. Labour uses personification when the attack the Conservatives when saying "I want a Britain that does not shuffle into a new millennium afraid of the future, but strides into it with confidence." ...read more.


In order that all the voters feel that they and the Conservatives desire the same aim, the Conservative party keep repeating the first person plural pronoun 'If we relax for the moment, our hard won success will slip away again', 'We must be sure..., We have gained..., We have earned, "We must keep up the momentum.'. Although it is vague to who it refers to, the reader assumes that it is to the he/she and the Conservative Party together. The Conservatives also try to frighten the reader by using the collocation 'Unnecessary and Dangerous'. The Conservative Party use phrases to make it sound natural for them to carry on their rule. E.g. 'to abandon the pathway to prosperity on which we are set'. To conclude this essay, In my opinion the Labour Party's manifesto appealed to a wider audience as to the Conservative Party's manifesto. I feel that the way it used in the first person singular was most convincing to both their voters and to those he didn't vote for them on a regular basis. I feel that The Conservative Party directed their manifesto only at their voters by mainly focusing on the British economy and not enough at those who would be more interested in social services. ?? ?? ?? ?? Oliver Sade Media Coursework Mr. Katz Manifestos ...read more.

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