THE CITIZEN, Prince George — Friday, April 29 , 1983 — 11 TV commercials: the selling of Bill and Dave by Canadian Press VANCOUVER - Premier Bill Bennett warns workers to be wary of the big orange machine of the New Democratic Party in the May 5 British Columbia election campaign. And NDP Leader Dave Barrett reminds voters that he’s fighting big money and a slick organization imported from Ontario when he takes on the Social Credit party. But when it comes to the parties’ election advertising, that high-powered political machinery seems as unsophisticated as a child's wind-up toy in the eyes of a Simon Fraser University professor. Gary Mauser, who has studied political marketing, says the Socred and NDP television comme-ricals are far behind the quality of advertising of corporations marketing a new product “The local politicians aren't rubes, but they aren’t far from it,” says Mauser, a business administration instructor and past president of the Canadian Association for Applied Social Research. Mauser says the commercials point out the need for better marketing, polling and interpreting techniques. One television ad. a Socred pot-shot at socialist Barrett, shows a fat man stuggling into a business suit An NDP message features an exploding bottle of expensive wine to remind voters of a former cabinet minister's lavish meals and expense-account living. A great deal of techni- cal expertise has gone into the Social Credit ads and the intent is clear, but their execution is flawed, says Mauser. He points to a Socred ad that shows a carpenter sawing pieces off a plank. The background voice says why the NDP is bad for business while uneven pieces of wood fall into a pile of sawdust on the lloor. “That commercial lacks punch,” says Mauser. “The visuals should back up the content of the voice over. In that commercial the two have no connection." To be effective, says Mauser, a commercial's message must be grasped easily even by illiterates, but have enough depth not to bore frequent viewers. A tall order, he says, but possible with the right market research and intelligent interpretation of opinion polls. The Socreds have hired some high-powered pollsters, he says, but they lack the expertise to use properly the advice they get. Steve Vrlak. who organized the Socred central media campaign, estimates its cost at $750,000 He says ideas are arrived at by committee and produced by a variety of people. Vrlak and his agency. Vrlak Robinson Advertising. screen the final product. Soren Bech. NDP campaign co-ordinator, says the party is spending $450,000 on its campaign Bech wrote most of tne commercials himself and used a local agency, Griffiths Gibson Productions. Both say there is heavy emphasis on television advertising, with decreasing weight on radio, print and leaflet campaigns. Mauser says the NDP are better at execution than the Socreds. although their commercials might appear slightly less polished. He points to an ad of a type he calls "Pepsi generation.’’ It flashes on a number of smiling people who are busy working at a variety of jobs. In the background, a chorus is singing: "You and me and the NDP." The commercial doesn’t delve into party NURSERIES FINAL CLEARANCE Bring Your Shovel. Dig Your Own! SATURDAY & SUNDAY 10 a.m. to 5 p.m. Be There to Save SSS 1Vj Miles Chief Lake Road 962-8500 lOl lSTS tilth ov*nu« ponct gcorg* b.e ii your riioney. * . w * {. Because with your ideas and Woodward's selection, you can "v % • have the beautiful things at prices you can allord... nowl PERSONAL SHOPPING ONLY. NO PHONE, MAIL OR C.O.D. ORDERS. The Store That Has It All! • VAJtCCWVIliMX -.ill HMTKTUM40) 1900 Mon Tu» W«1 ill 9 WAM Wi r M T7\ul fll V >OAM vair M •PJUnHOm»U«ll I OAXWXil 1111 lAULOOW IMu! rtl 9 V A M 9 JOPM •nmcTGtOtaiMKIJII Mon T\i» W*>1 Thul V* 9 WAM 6CITIPM m »*)AM 900PM «rort AUIIM1 ’.J WIM», fTTMS AVAILAAU WXIlt UUAWTmtS LAST