Студопедия — Targeting the population
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Targeting the population






Now as we have an image of the candidate, we need to tie his personality into the campaign message and strategy. If the campaign focuses on cleaning up, it can as well provide a specific reference on who would do that work. I propose to do that by adding an extra line to the slogan, playing off candidate’s name: “Perú limpio, Perú claro, Luis lo limpiará”. The verb “limpiará” is used in future tense as a definite statement. In case Luis doesn’t get elected this time, he would still continue on his job of cleaning a country, now as an established politician. However, he would clearly have much more power to do so as a president.

His image is supposed to create identification in the two target groups. The rural impoverished population can see him as a man out of country, who embraced his educational opportunity but returned to work back into the rural areas for the sake of making a bigger impact on the infrastructure rather than a bigger career. Luis is mestizo, so he is partially identified with by the indigenous people. What is more important, is that he returned to the place of his childhood, showing commitment to the region and the people who live there rather than to the abstract nationalistic ideas and skin color. According to the LAPOP report, in public opinion in Peru darker skin color of a person correlates with higher distrust into the capacity of that person’s capacity to take public positions. Luis by showing off his work defies that association.

At the same time he appeals to the students and young professionals as a self-made man. He didn’t use help of influential friends and family to make his living in Lima as a student and survived through that time during the raging economic crisis of early 1990s. While the economic situation is a lot more stable now, students are still affected by the corruption scandals in the big universities and would support initiatives to clean up the organization of education and student benefits.

The big group of people who would not identify with Luis is the middle-age, middle and upper income level urban dwellers. The big infrastructure projects, especially those endorsed by the government, would rely on funding from taxes, and this group is the biggest taxpayers in the country. As well, living in the city they experience better everyday infrastructure of electricity, water, phones, Internet and mass media that is driven by higher capitalistic competition in the city. So these people are not interested in the efforts directed at rural areas. As well, a certain number of them would belong to the social class that actually benefits from corruption – if somebody from lower class is forced to give bribes, somebody form the upper class gets to receive them.

The way Luis can soften his perception by these people is by explaining and proclaiming the benefits of clean and efficient infrastructure for the urban population. Better roads expedite transportation and are beneficial for trade between the regions. As well, Luis himself represents a talent from the country who found his way into the city and became a good specialist despite the infrastructural difficulties on his way. He can appeal to the urban population by saying that they will benefit from influx of talented students and workers from the country that is facilitated by the improved infrastructure.







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