What would convince you to switch your allegiance from one political party to another?

A funky new 'political' ringtone? How about a warm television message from a chilled out Msholozi? No? Then what about the chance to 'tweet' with the DA's leader on Twitter?

In the build-up to the 2009 elections, South African parties are doing their utmost to get their respective messages across, in a desperate attempt to drum up additional support as 22 April draws nearer.

And what better way to reach the masses than through a variety of advertising media?

The Congress of the People's advertising budget (if indeed there is one) must feel like Julius Malema at a Mensa meeting. Cope's website actually begs users to donate cash via SMS and even includes the party's bank account details should you wish to contribute to the "defence of our democracy".

Some of the cash Cope managed to scrape together was used to sponsor a club taking part in the recent Cape Argus Cycle Tour. Picture it... 110 lycra-clad cyclists battling gale-force winds with Cope logos emblazoned all over their aching bodies. In an attempt make back a few bucks on the deal, Terror Lekota (who is allegedly an avid cyclist... hmmm) has autographed one of the sweaty jerseys, which will be auctioned on e-Bay. I'm sure that'll fetch plenty.

Political props must also go to the Independent Democrats, who are certainly thinking outside of the box with some of their ideas. I'm not convinced that their 2009 Election Campaign ring-tone will win all that many more votes but the tune certainly sticks in one's head. And although Patricia de Lille is not quite in the 'blue rinse' stage, the tone is curiously set to the tune of the Golden Girls intro:

Thank you for voting ID
You like us more than the ANC
Don't vote for Zille
You must vote for Patricia de Lille!

Click here to listen to the ring-tone!

Who needs the mshini wam truetone when you've got this beauty?

De Lille has also taken aim at that all-powerful voter — the soapie-watching housewife. That's right, the ID's favourite floor-crosser is turning actress for a day and will guest star (as herself, of course) in M-Net's Egoli in early April.

The usual suspects...

Of course, parties also make use of the more conventional methods of advertising. Indeed, with just a few short weeks to go, there is hardly a bare lamppost in the land. Each party tries to outdo the others by shoving their posters highest (competing with the latest crude tabloid headline doesn't make it easier either).

Cope's campaign only started in earnest just over a month ahead of the elections, with the impoverished party finally joining its competitors with the use of posters. Perhaps the posters were made using crayons and koki pens, thus taking so long?

The Democratic Alliance may want to rethink their use of outdoor advertising, as although Helen Zille's botox work is quite striking, it's still a touch hair-raising on overcast mornings for sleep-deprived motorists to look up at the giant 'Zille in the Mist' billboards. Always keeping up with the trends, Zille also spends some of her time on Twitter.

Politics hits the small screen

A new element has been introduced into the equation this term, with political promulgation now permitted on television. Interestingly, Icasa regulations state that all broadcasting licence holders must make four two-minute slots available every day for "party election broadcasts". The SABC is said to be perturbed by this ruling, citing a R90-million loss of potential revenue.

This is a great idea in theory. But the fact that parties have to pay their own production costs means that only a select few are able to exploit this new facet. And, who would have guessed it; the only two to have aired adverts on TV thus far are the ANC and the DA.

The ANC has so far run two of the four two-minute-long adverts they have lined up. Jacob Zuma's troops enlisted the services of industry giants Ogilvy to produce their advertisements. Although the party refuses to reveal just how much was spent, reports put the figure at around R10-million. Ouch, that's gotta make Cope cringe.

Soon after the ANC launched their opening ad, the DA hit back with a 60-second version of its own. Featuring the 1939 hit 'Over the Rainbow', the advert is a compilation of still images depicting the DA's vision of a successful future. The party decided not to divulge their advertising agency (obviously no Ogilvy) nor how much production set them back. My guess is that it wouldn't have made Cope all that jealous.

The Inkatha Freedom Party — proudly calling themselves the country's "third largest political party" — doesn't appear to spend nearly as much on advertising as its bigger brothers. In fact, the IFP has made a point of criticizing the ANC's lavish spending of taxpayers' money to up their profile. Think about it... do you really want your hard-earned cash used to spawn propaganda for a party you may not even support?

The IFP certainly practices what it preaches in my vicinity, as I struggled to lay my eyes on an IFP poster. But that probably has something to do with the fact that the words used under Magosuthu Buthelezi's face — "Tried and Tested Alternative" — remind one more of a slogan for female sanitary wear than a call to vote.

If you find yourself stumped at the polls, unsure which party deserves your big fat X the most, will all of the political advertising aimed at you really help you make up your mind?

I certainly hope not.

TV advertisements released so far...

The ANC's opening advert

The DA's replies with its own

The ANC's second advert

Which party has dominated political advertising in your region? Should parties be permitted to advertise on television? Who do you think has the most effective advertising campaign in general? Leave your comments below...
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