BC's HST stickmen – from information to persuasion
The stickmen have mission creep.
The anodyne figures who carry out unintelligible debates about the harmonized sales tax, starring in a $5-million series of B.C. government ads, have injected a little persuasion into what was supposed to be a strictly neutral campaign.
The ads have run in newspapers and in costly television spots – immediately following Stanley Cup playoff games – to encourage voters to get informed about the HST in advance of this summer’s referendum.
When he rolled out the ad campaign on May 12, Finance Minister Kevin Falcon vowed to keep it unbiased.
“I want to be clear about something, this is not going to be a persuasion campaign. It is going to be an information campaign,” he told reporters. “If we tried to turn this into a sales job, the public reaction would boomerang and we’d get nowhere.”
But in the critical weeks leading up to the vote, the ads have changed. The stickmen are silenced by the news, on their stick-television sets or in their stick-newspapers, that declares “Government listens, makes HST changes.”
The ads outline the changes promised by Premier Christy Clark if the HST survives the referendum – that seniors and families with children will receive cash, that the HST rate will drop from 12 per cent to 10 per cent, and that “families will be better off by an average of $120 under the new 10-per-cent HST.”
Brock Smith, a professor of marketing at the University of Victoria’s Peter B. Gustavson School of Business, said the new ads cross the line from information to manipulation.
“The government is trying to pretend they are neutral, but it is intended to be persuasion,” he said. He said the underlying message – that government is willing to listen to voters – will be helpful to the B.C. Liberals in the next provincial election, but he thinks the ads fail in their intended mission, which is to bring clarity to the referendum issue.
“I’ve got a PhD in business and I’m not sure how to vote,” he said. “It’s a complex issue and the choices being given to me are not clear.”
The next two weeks will be critical to the B.C. referendum on the HST, as voters receive their ballots in the mail. While the deadline for returning the mail-in ballots is July 22, a significant number of people who do vote are expected to do so within days of receiving their packages.
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The stickmen are silenced by the news, on their stick-television sets or in their stick-newspapers, that declares “Government listens, makes HST changes.” The ads outline the changes promised by Premier Christy Clark if the HST survives the referendum
The Trinidad and Tobago men's hockey team lost the first two of their four-match series against the US men's national team on their USA tour, in preparation for this year's Pan American Games in Guadalajara, Mexico, in October.
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