Still reeling from its loss six months into the Trump presidency, the Democratic Party has finally decided to try something new. Or, at least, to put a spin on an age-old political advertising tactic. Last week, the Last week, the party asked its supporters to vote on their favourite of four brand-new bumper sticker designs.
That was a miscalculation, to say the least. The sticker designs were widely ridiculed for lacking substance, invoking cringeworthy catchphrases and self-deprecating humour. It seems unlikely any of the four designs will see the light of day, though countless parodies are sure to adorn many a bumper in the coming midterm elections.
You would think something as simple as bumper sticker is hard to mess up. It’s a tiny, rectangular box, designed to be squinted and scoffed at from behind the wheel of another car. But as I see it, bumper sticker advertising is no different from most other ads out there.
I think the makings of a good bumper sticker are the same as those of a good headline or a good Tweet. The message must be short. It must be memorable, and easy to read. And, of course, it has stand out.
Some people argue that bumper stickers are a waste of space. This is a common excuse I’ve seen for the Democratic Party’s sticker shenanigans. No one reads bumper stickers anymore, so what’s the point?
It’d doubtful a sticker ever going to persuade someone to vote one way or the other. But it could certainly motivate them to Google a name, or an idea, especially if it’s something bizarre.
The bumper sticker also has advantages over other forms of advertising. We’re becoming ever more skillful at ignoring ads, developing PVR and Adblock to circumvent the messages our content providers impose on us. Bumper stickers are one of the few forms of advertising that still have a captive audience.
Sure, you could just ignore them. But why would you? Being stuck in traffic or waiting for a light to change is boring. You can’t really admire your surroundings because you have to pay attention to what’s in front of you. As a smart, responsible citizen, there’s no way you’re about to pull out your phone while you’re operating a motor vehicle.
So what do you do? You stare straight ahead, and your eye is drawn to whatever’s in your line of sight. If there’s a bold message on a little white box, you’re going to read it. You can’t resist.
If you’re already planning on dropping flyers, going door-to-door, and putting up a yard sign, you might as well add a bumper sticker to your political advertising suite. If nothing else, it’ll show hopeless and apathetic voters that there are, in fact, other supporters in town, and it might be worth voting after all.
Might as well take another swing at the whole bumper sticker thing, Democrats. At least there’s plenty of time to come up with a good slogan for the 2018 midterm elections.