Monday, April 16, 2007

日本政治家搵本錢

總理溫家寶一招國會演講,贏得日本國會議員掌聲,絕對是氣勢迫人,不管他們認同與否(特別是那些否定入侵中國的政治家),最低限度叫他們注視中國的崛起。

溫總的親民行動似乎同中環博客無甚關係,畢竟本欄談經濟多過講政治,但不要小覷政治對經濟的影響力,因為政府正正掌控經濟政策,就如港府經常話地產市場應該由市場決定,但只要看看政府手持的土地儲備,請問香港的最大的地主花落誰家,那一位大孖沙可以與政府匹敵呢?所以不要被政府誤導,「市場」同政府是不可分割的。

言歸正傳,今日非談政治,而是談政治家的搵錢能力,因為與溫總交手的安倍晉三絕對是一個政壇老手,而自民黨掌握政權就更是牢不可破。但要有選票,當然要有「彈藥」,就是收入和政治知名度。

當禤中怡收到兩份來自日本的手信時,就知道他們對吸收彈藥滲透度之深,以及甚麼叫做潛移默化!大家看見的兩盒手信包裝紙,禤中怡也情不自禁地放在手中揣摩一番,儘管內裡不過是饅頭和蛋糕,是一般送禮佳品,但包裝盒卻出奇的「政治化」。且看日本政治家將自己融入商品,擺脫沉悶的政治,選民投票時自然會記得你。

首先是那盒黑芝麻饅頭封面(圖A),以出任首相僅半年的安倍晉三漫畫造型為主,漫畫賣相首先大幅減低對政治壓迫感,起碼看到不會掉頭走,宣傳語句就更以趣味化的「晉仔饅頭誕生」為宣傳重點,又表明他於山口縣出身,宣傳成份多過賣餅。

至於包裝盒背後的宣傳味道更濃,圖畫是安倍跑步衝線,一邊壓過外相麻生太郎等對手,一邊話自己最年輕,所以跑出(做首相),而另一幅漫畫則話自己是一個改革派,又勇於接受挑戰,更「出動」前首相小泉純一郎支持,小泉話自己都投晉仔一票。雖然hard sell(硬銷)得厲害,但漫畫造型卻又未有令人感到討厭,差點忘記拿著的其實是一盒黑芝麻饅頭,可見自民黨的宣傳部門如何了得。

另外,日本外相麻生太郎亦出動,成為一款蛋糕的主角(圖B),穿一身英國製的西裝,但巧妙地強調自己實際上喜歡看漫畫的,加上一個笠著牛牛帽子的造型,話自己是「不良阿叔」,叫人就算不買都拿上手看看,認真生鬼!

同樣的,只要看看背後,他又表明自己也是秋葉原的御宅族成員,還加上「I love Akihabara」,即我愛秋葉原,抵死之餘,相信又吸引了一批年輕的選民注意力。

這種政治商品化一方面為自民黨提供經濟資源,畢竟生產這些產品的公司要向該黨繳付一筆肖像權費用吧!另一方面,假設自民黨自行委託生產,即使銷情麻麻,但擺放在貨架上,無理由不能提升政治本錢,起碼培養選民對政治人物的親切感。至於香港會否出現這種文化呢?相信最快都要5年後(即新一屆特首選舉)才可能有人考慮吧!

(4月16日刊於《am730》)

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