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  • Writer's pictureCopywriter Kazuo Nakamura

[Election] Catch copy of political party

-Deep psychology of each party analyzed by copywriters-


No.013|B.Copy review|B-004|

KETSU-I means like Determination, Decision, and Will.
 

Contents|INDEX




 ⑥ Impression



 

2021 House of Representatives election


From the official page of the Ministry of Internal Affairs and Communications

House of Representatives election for the first time in 4 years

The 49th House of Representatives general election (House of Representatives election) will be held on October 19, 2021 (Tuesday) and 31st (Sunday) voting. Since the last House of Representatives election was in October 2017, this election will be the first House of Representatives election in four years.


Speaking of elections, manifest

Speaking of elections, it seems that words such as political parties, policies, conservatives, and reforms are flying around, but recently, the word manifest has also been heard. As you know, when it comes to manifests, or election promises, each party has its own policy in each area.


Catch copy of each party

Most manifests have a wide range of policies and are volumey. It is indispensable to have voters fully understand such a ridiculous content because it is a reason for multiple political parties to list it. Therefore, each party puts up a catch copy of the so-called party, which can be appealed in a simple and easy-to-understand manner.


The power of words required for politics

The power of copywriting is also required in political fields that are different from the ones I am involved in, such as corporate projects, advertising promotion, and branding. In fact, it may be no exaggeration to say that the power of words and the power of copywriting make the difference between victory and defeat in this era.


Analyze the catch copy of each party

After the announcement on October 19th (Tuesday), catch copys have been released along with the pledges of each party. As you can imagine, I'm sorry, but since I'm a copywriter, I'd like to analyze the catch copys of each party from a copywriting perspective, of course, flatly. What kind of reference is that?


*Please be assured that this article and the subsections do not talk about incitement such as support or disapproval of a specific political party, approval or disapproval of each party's manifesto or policy, political principle, or the good or bad of each party's copy.


 

List of catch copys for each party


政党名

2021年衆院選のキャッチコピー

01)自由民主党

新しい時代を皆さんと ともに。

02)立憲民主党

変えよう。

03)公明党

日本再生へ 新たな挑戦。

04)日本共産党

なにより、いのち。ぶれずに、つらぬく

05)日本維新の会

身を切る改革、実行中。

06)国民民主党

動け、日本。

07)れいわ新選組

何があっても心配するな。

08)社民党

生存のための政権交代

09)NHKと裁判してる党 弁護士法72条違反で

NHKをぶっ壊す

*Source: From the official website of each political party / Order of description: Refer to the descriptions on the NHK special website and news agencies .


 


01) Catch copy of the Liberal Democratic Party / "A new era with you."

① Kanji notation: all

② Hiragana notation: Both

③ Punctuation marks in the sentence: None (half-width space between and / both)

④ Phrase at the end of the sentence: Yes

⑤ End of sentence tone: Particle stop (both)

⑥ Impression: Joint, dialogue, support, sharing (together)

New / Change / Replace / Alter: New

⑧ Purpose / Means: What is the purpose if you think of it as “ to be happy” (with you)?


 


02)Catch copy of the Constitutional Democratic Party / "Let's change."

① Kanji notation: No particular mention

② Hiragana notation: No particular mention

③ Punctuation marks in the sentence: None

④ Phrase at the end of the sentence: Yes

⑤ End of sentence tone: Auxiliary verb stop for solicitation (~ yo)

⑥ Impression: Arousing (trying to change), opposition, change

New / Change / Replace / Alter: Let's change

⑧ Purpose / Means: Means if you think that you will be happy (by changing )?


 


03)Catch copy of the Komei party / "A new challenge to revitalize Japan."

① Kanji notation: No particular mention

② Hiragana notation: No particular mention

③ Punctuation marks in the sentence: None (he / new half-width space)

④ Phrase at the end of the sentence: Yes

⑤ End of sentence tone: Uninflected word (~ challenge)

⑥ Impression: Commitment (to challenge)

New / Change / Replace / Alter: New

⑧ Purpose / Means: What is the purpose if you think of it as “ for happiness” (called revitalization of Japan)?


 


04)Catch copy of the Japanese Communist Party / "Above all, life.

① Kanji notation: None

② Hiragana notation: What / life / blurring / tsuranuku (all hiragana)

③ Punctuation marks in sentences: Yes (both punctuation marks)

④ Phrase at the end of the sentence: None

⑤ End of sentence tone: Stop the word (verb)

⑥ Impression: Posture and belief (to be smooth without blurring)

New / Change / Replace / Alter New

⑧ Purpose / Means: Purpose < Means ?


 


05)Catch copy of the Nippon Ishin no Kai / "Reform to cut yourself, in progress."

① Kanji notation: cut

② Hiragana notation: No particular mention

③ Punctuation marks in sentences: Yes (punctuation marks)

④ Phrase at the end of the sentence: Yes

⑤ End of sentence tone: Progressive (~ middle)

⑥ Impression: Action, propulsion, and progress (in progress)

New / Change / Replace / Alter: Reform

⑧ Purpose / Means: Means if you think of “being happy” (by reform )?


 


06)Catch copy of the Democratic Party for the People / "Move, Japan."

① Kanji notation: No particular mention

② Hiragana notation: No particular mention

③ Punctuation marks in sentences: Yes (punctuation marks)

④ Phrase at the end of the sentence: Yes

⑤ End of sentence tone: Uninflected word (~ Japan)

⑥ Impression: Belief (received from the imperative form of moving), seriousness

New / Change / Replace / Alter: No particular mention

⑧ Purpose / Means: Means if you think that you will be happy (by moving )?


 


07)Catch copy of the Reiwa Shinsengumi / "Don't worry about anything."

① Kanji notation: What

② Hiragana notation: No particular mention

③ Punctuation marks in the sentence: None

④ Phrase at the end of the sentence: Yes

⑤ End of sentence tone: Imperative form of cancellation (do not do)

⑥ Impression: Relief, assistance, protection (received from the imperative form of cancellation to not worry)

New / Change / Replace / Alter: No particular mention

⑧ Purpose / Means: Means if you think that you will be happy ( by eliminating worries )?


 


08) Catch copy of the Social Democratic Party / "Peaceful transition for survival"

① Kanji notation: No particular mention

② Hiragana notation: For

③ Punctuation marks in the sentence: None

④ Phrase at the end of the sentence: None

⑤ End of sentence tone: Uninflected word (~ change)

⑥ Impression: Commitment (called a change of government)

New / Change / Replace / Alter: Change

⑧ Purpose / Means: Purpose < Means ?


 


09)Catch copy of the NHK Party / "Destroy NHK"

① Kanji notation: Broken

② Hiragana notation: No particular mention

③ Punctuation marks in the sentence: None

④ Phrase at the end of the sentence: None

⑤ End of sentence tone: Stop (~ break) the word (verb)

⑥ Impression: Commitment (to break the ready-made)

New / Change / Replace / Alter: No particular mention

⑧ Purpose / Means: Means if you think that you will be happy (by breaking )?


 

Analysis of catch copys of each party

(Impressions and impressions are just the sense values ​​of the Ichi copywriter)


① Kanji notation

If you can write Chinese characters, first of all, Chinese characters are the basics. Aims and effects include sincerity, sincerity, wiseness, and politeness. "Everyone" (Liberal Democratic Party), "Cut" (Renewal), and "What" (Reiwa) may have such an aim for each party. In commercial copies, these are often written in hiragana.


② Hiragana notation

Kanji notation is also possible, but the point is to dare to use hiragana notation. The aims and effects include readability, readability, comprehension, and ease of use. "Together" (Liberal Democratic Party) and "Above all-Tsuranuku" (Communist) may have such an aim. "Tame" (Social Democratic Party) is often written in hiragana even in commercial copies.


③ Punctuation marks in the sentence

Aims and effects include A. delimiter / grouping, B. readability, C. interval (ma) / afterglow, D. rhythm, etc. Maybe B.'s aim is "to everyone" (Liberal Democratic Party) and "to rebirth" (Komeito). Is the aim of "-reform," (restoration) and "move," (people) C.? "Above all, Tsuranuku" (Communist) seems to have all the effects, whether it is aimed at any of ABCD.


④ Phrase at the end of the sentence

In terms of usage, there is no big meaning other than typing at the end of the sentence, and it is close to taste. However, it is natural to follow the rule of "do not hit at the end of the sentence" such as "" (), symbols, bullet points, specifications. If you dare to give an aim or effect, it depends on the font, design, and rhythm. Liberal Democratic Party, Constitutional Democratic Party, Komeito, Restoration, People, Reiwa Adopted the phrase at the end of the sentence.


⑤ End of sentence tone

The aim and effect depend on the case of expression, context, object, medium, etc. Therefore, as the expression form (form, grammar, style), particle stop (Liberal Democratic Party), solicitation auxiliary verb stop (Ritsumin), uninflected word stop (Komeito / National / Social Democratic), word (verb) stop (Community / N judgment), progress Adopted by each party, with the form (restoration) and the imperative form of cancellation (reiwa).


⑥ Impression

The aim and effect depend on the subjectivity, objectiveness, and impressions of each reader and recipient. Therefore, as our post-reading feeling, we have joint (Liberal Democratic Party), arousal (Constitutional Democratic Party), commitment (Komeito / Social Democratic Party / N Court), attitude (Communist Party), action power (Renewal), belief (national), and salvation (Reiwa). , Impressions of each party.


⑦ New / Change / Replace / Alter

From the perspectives of the ruling party and the opposition party, established and new, conservative and reform , pay attention to keywords such as "new / strange / generation / reform". The usage status is new (Liberal Democratic Party / Komeito), strange (Ritsumin), Kai (Renewal), generation (Social Democratic Party), none (Life: Communist Party / Movement: People / What: Reiwa / Destruction: N Court) . Each adopts or rejects these keywords.


⑧ Purpose / Means

A viewpoint that is also important in the corporate philosophy, such as the management philosophy, vision, mission, and commitment that I have been involved in. Taking "being happy" as an example, "for" is the purpose, and "for" is the means. To the last, my feelings are the purpose (Liberal Democratic Party / Komeito), the means (Community / Social Democratic Party), and the means (Constitutional Democratic Party / Restoration / Citizen / Reiwa / N Judgment).


 

[Overview]


Difference between ruling party

and opposition catch copy


The ruling party is the purpose, the opposition is the means

Since it is only from the catch copy, it is not an analysis, but one of the issues in the House of Representatives election this time is said to be the choice of government . It is a little impressive that it was divided into beautiful and beautiful (including), which is natural for the administration side and the non-administration side.


Aim in just a few letters

A catch copy of each party analyzed from the perspective of copywriting. Although writing concisely is one of the ironclad rules, it was an opportunity for you to know that there are many points that you can talk about unexpectedly, such as aim, effect, impression, intention, even if it is a catch copy of only a few letters. Then this is fortunate.


The catch copy is the same for both companies and political parties

Write a lot of thoughts from a lot of perspectives, omit a lot, and write as short as possible so that you can still convey a lot . In that sense, political parties and businesses may have the same approach to catch copy.


Election rights won by ancestors

Election rights are an important right that our predecessors have won. A video called " VOICE PROJECT Voting is your voice " , a celebrity's self-produced project that says "It's not an advertisement or a government broadcast" at the beginning, is also talked about (as declared in the intention at the time of the launch of the subsection). It's not a selfish ad), so I'll share it below.



The polling date for the House of Representatives is October 31 (Sun). Please visit the polling place on the day and cast an important vote.


#I will vote (YouTube) / #I will vote (Twitter) / #I will also vote (Instagram)


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