Recently a report on ConservativeHome about CCHQ’s drive to recruit celebrity endorsements led to some debate about the merit of such endorsements. Whilst there is of course an upper limit on the result (which wearing my economist’s hat I shall call ‘value’) of any electoral tactic where the opportunity cost in terms of man hours or money of a certain action makes it less effective than another action, I am very firmly of the opinion that such a policy is long overdue.
I’m not suggesting that anyone will switch their vote purely because Celebrity X endorsed the Conservatives (though some may), but then very few people beyond children who long to ‘be cool’ switch their shopping preferences because of the celebrity used on the advert, yet that doesn’t stop hugely successful companies paying millions for celebrities to be on commercials for their products or even to be seen using them. They do it for a reason, the reason is that it works.
People don’t directly decide to buy a certain shampoo because Cheryl Cole endorses it, but people who like Cheryl and think she is trustworthy in this field because she has nice hair, and are open to considering a new shampoo (i.e. not bald), might give it a try. It’s a case of finding a well liked person, trusted in that product’s field, and there being a target demographic of ‘floating’ consumers open to the possibility of changing habits. Right person, right product, right target.
In politics rather than commerce the situation of finding the right celebrity for the right target demographic is even harder. The product is not shampoo or perfume but a political party comprising thousands of people, a raft of policies, and a collection of historical baggage, both good and bad, along with the ingrained prejudices such as class war that result. The target ‘floating voters’ are even harder to define, varying in every way you can imagine, and – unlike in the past – by and large not at all region specific, instead being a kaleidoscope of individuals with multiple, non-exclusive attributes to each of their respective multi-dimensional personalities. The MOSAIC database divides us by postcode into 61 groups, but even this is far too simplistic.
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