Compare and Contrast how the Conservative and Labour 1997 manifestos use rhetorical language to appeal to their audiences

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Compare and Contrast how the Conservative and Labour 1997 manifestos use rhetorical language to appeal to their audiences

In 1997, the Labour Party had been in opposition for eighteen years. Such a long period of time to be out of power made them look unreliable and inexperienced. Many voters would be fearful of a repeat Labour Party pandemonium. When The Labour Party was previously in power it was accused of                                                                                                                                              being “too socialist” and gave too much power to the unions. While taxes continued to ascend, the countries economy collapsed and a three-day working week was introduced. Should Labour wish to re-establish power, it had to distance itself from the previous Labour Party, and introduce new schemes to create an enhanced Britain.

It is an immediate disadvantage for The Conservatives that Labour had been out of power for so long, as it wouldn’t enable them to blame the problems in the country on the Labour Party. It was all very well that the Conservatives had been successful for the past four elections, but it resulted in the country’s difficulties being mainly their fault. The Conservatives had many difficult problems to overcome, if they wished to continue in power. In order to maintain the possession of the voters’ trust, The Conservatives had to introduce a new scheme to improve the country. The problem was, because they were already lacking ideas, if they suddenly made progressive changes, the voters would have thought that they had been an inadequate government hitherto. To not introduce any new ideas and remain the same would have made them look conceited. To say they could do nothing about improving the country now would be preposterous, as voters sincerely believe that the country cam always be improved one way or another. The interior priority of The Conservative Party was now to do everything they could to maintain the trust of the voters by saying they would further improve Britain’s prosperity.

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The layout of The Labour Party’s manifesto is displayed like a newspaper article. Its alliterative title is in the form of “wob” (white on black) to make it look like a newspaper headline and it is written in columns. The Labour manifesto is written in the first person narrative voice (each paragraph begins with “I…”). The Labour Party also uses a religious semantic field to try to regain the voter’s trust (the party’s “ten specific commitments” are “a covenant” with voter’s).

The Conservative manifesto attempts to present itself like a history book. Its highbrow layout, entitled “Foreward”, makes The ...

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