리서치 기관 닐슨의 분석에 따르면 지난 지방 선거에서 가장 많이 광고한 정당으로는 VVD, D66, FvD가 꼽혔습니다. 이들은 재정 부족으로 인해 즉흥적인 방법에 의존하는 경우가 많습니다.
TV 광고, 전광판, 라디오 광고, 신문 광고 경쟁에서 VVD와 D66은 네덜란드 정치의 슈퍼파워입니다. 두 연립정당은 지난 선거에서 각각 백만 달러 이상을 광고에 지출했습니다. 그 뒤를 이어 신생 정당인 민주주의를 위한 포럼(FvD)이 65만 5,000유로 이상을 지출했습니다. 그 이후에는 오랫동안 아무것도 나오지 않았으며, 놀랍게도 SGP는 소규모 선거 정당 중 가장 큰 규모입니다.
Nielsen’s research shows that political fragmentation has also hit the campaigns. Only four parties have invested heavily in the mass medium of television. The VVD bought broadcasting time from NPO, RTL, music channel XITE and Ziggo Sport for a total of almost 670,000 euros.
D66은 텔레비전 광고도 많이 했습니다. 당의 저명한 인사 얀 테를로우의 내레이션이 포함된 이 광고의 총 미디어 지출은 NPO 채널 3곳과 RTL4에서 약 400만 달러에 달했습니다. 민주주의를 위한 포럼은 NPO, RTL, 베로니카, SBS, 디스커버리 채널에 소개되었으며 약 2.5톤을 지출했습니다.
In addition to ‘the big three’, only the PvdA has invested a considerable amount in television. The commercial in which a child in the womb talks about its future was shown on NPO1 and NPO2. Asscher and his advertising advisor also managed to force a free screening at De Wereld Draait Door. The PvdA has become more dependent on that kind of free publicity, because of the party’s difficult financial situation. In fiscal year 2017, the party had a negative result of almost 8 tons.
The former superpower CDA, which had a negative result of almost 9 tons in 2017, now also has to improvise. The party did have a commercial made in which party leader Sybrand Buma wishes everyone ‘a very good morning’, but the commercial was ultimately broadcast only twice and also at relatively cheap times. The advertisement has nevertheless become known because it was talked about in many talk shows. That was also the aim of the CDA.
PVV의 경우 새로운 우파 라이벌 인 FvD의 재정적 힘과 경쟁하는 것은 불가능합니다. 빌더스는 9,690유로 상당의 일간지 데 림부르거에 단 두 건의 광고밖에 게재하지 못했습니다.
Political parties also appear to spend a relatively large amount of money on outdoor advertising, such as posters in bus shelters and digital signs along highways. With over 4 tons, D66 is a clear leader in outdoor advertising, according to Nielsen. D66, for example, advertised with a large advertising column near the highway right next to the coal-fired power station in Amsterdam with the text ‘we will remove it’. Cost: at least several thousand euros. A party like the PvdA can no longer keep up and only spent about 1,200 euros on billboards.
The campaign’s black box continues to be activities on social media. Advertisements on Facebook and Instagram are tailored to specific target groups. Most parties agree that the costs of a digital campaign are still relatively modest. Even a party like GroenLinks, which relies heavily on social media, in its own words set aside ‘only’ 50,000 euros for the digital campaign in the last campaign.
이 글은 2019년 3월 27일자 볼크스크란트의 기사 '정치적 분열은 선거 폭력에서도 나타난다'를 각색한 것입니다.
