Voters likely to reward passion, not silly slogans

That is largely correct.

But people are not stupid. Today's voter is more literate, sceptical, communication savvy and discerning of real motives than ever before.

They've seen the spin from everyone from the Catholic Church to Tiger Woods to BP, and they get it and are sick of it.

The success of programs such as ABC's The Gruen Transfer shows an appetite for understanding modern communication. While the viewing audience is being entertained, it is also being educated.

But the advertising and their associated slogans, if the opening salvos are any guide, ignore this changed environment and are barely different from campaigns run in the 1980s and 90s.

The ALP's first negative ad has nearly all the usual ingredients. Ugly black-and-white photos of Abbott, a threatening drone in the background, the inevitable red stamp. The only change from the past formula is the use of a female voice. Is this progress?

There is a belief that it doesn't matter if the Kerry O'Briens of the world end up with tears of frustration because the mortgage belt, the swinging voters, the "punters" need the endless repetition and oversimplification to get through to them.

That thinking is outdated.

These are people with high aspirations for themselves and their families. They feel burdened by mortgages and cost of living increases, concern for their community and country, and they are crying out for something better than either party is plating up at the moment.

I doubt that advertising will have much of a determining influence in this election, but the leader who moves beyond its tedious constraints and engages with something real and substantial, who argues their case with skill and passion and treats voters with respect, could have a powerful effect on the campaign outcome.