To further elaborate on my previous post as to the problems with the Conservative Party's "positive" ad, let's compare it to the masterpiece the Tories are ripping off.
I am talking about Ronald Reagan's "It's Morning in America Again" TV spot.
As you can see the visuals in this ad reinforce the narration. More than that they invoke strong emotional reactions. I mean, you can't watch this TV spot and not feel hopeful and confident about America. That's why it worked. It was great television: emotional and visual.
Contrast that to the latest Tory TV ad, "Rising to the challenge".
This ad has a decent script, but it lacks good visuals or emotion. The visuals it does have are weak. It opens with street riots, then shifts to what looks like a stock market computer screen. What is that supposed to convey? Fear? To me it just confuses the message. Then the rest of the ad shows Prime Minister Harper in his office late at night working on crossword puzzles or something. Again, a flat, uninspiring image. This a great radio spot, but a weak TV commercial.