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Election campaign: how it was done in the 90s

Agitation materials - from the collection of the State Public Historical Library of Russia.

Elections to the State Duma of the II convocation on December 17, 1995

Turnout - 64.73%

2.77% voted against everyone

The background of these elections was dissatisfaction with Yeltsin’s policy - he was also felt by those who previously supported the Democrats and economic reforms. Disappointment is caused not only by the lack of noticeable results of this “shock therapy”. The president’s authority was seriously undermined by the first Chechen. The death of soldiers and civilians seemed meaningless-the federal government, as the seizure of hostages in the Stavropol Territory in the summer of 1995 showed, could not take control of the situation in Chechnya. Democrats no longer embodied unambiguous hopes for voters for changes for the better. The communist revenge was brewing. The struggle in the election was between the Communist Party and the new party in power "Our House - Russia." The party of Gennady Zyuganova won a crushing victory, receiving the majority of votes, the LDPR took the second, and “NDR” - only the third place.

Lists of candidates were formed according to the new rules. Under the new law on elections adopted in the summer of 1995, they had to be divided into regional groups, and the number of “federals” could not exceed 12: they fought with the dominance of the capital's candidates. These are the most multi -party elections in the history of the new Russia - 43 parties were included in the ballot ballot.

Everyone seemed to be striving for the Duma. Name parties appeared. The party of self -government of the workers of the ophthalmologist Svyatoslav Fedorov, “Blok Juna”, “Bloc of Stanislav Govorukhin”, “Power” of the opposition Alexander Rutsky.

All guilds moved into politics - both the Association of Lawyers and the unification of the Housing and Public Utilities. Their appeal to voters sounded quite frankly: “If you want to survive, you support the election of the Electoral Association“ Union of Housing and Communal Services ”on the election day!”

Left forces arrived. In addition to the Communist Party of the Communist Party, the “Communists -“ Labor Russia ” - for the Soviet Union” participates in the elections. And also with the calendar.

The first Christian democrats and the first social movement of the Nur Muslims were formed.

There were a National Republican Party of Russia (NRPR), the Interethnic Party, the Association “Stable Russia”, the Party of Depositors and the Bloc “The case of Peter I”.

Everything compiles blocks and alliances-civilians with the military, officials with show business, work with capital. It is customary to take pictures on the posters of the "first triples."

However, the “first persons” of the list are placed on the posters, even if their whole dozen - or a damn dozen, which, however, is renamed “strong” from sin.

The heyday of politics coincided with the heyday of the advertising case. The market arose in the country, advertising turned from amateur performances into a profession, and politics took up the development of a relevant language. People who can make commercials and musical videos ended up in this campaign are especially in demand. Departments of political advertising were opened in advertising agencies, firms occupied exclusively by political PR, political consulting, political research (Niccolo M, Expertise, Indem, Politics, Civil Society). Political advertising from spontaneous, semi -sulfurial turned into a systematic lesson with a clear strategy, special tools and criteria for evaluating the results. The campaign elections of the 95th elections are no longer the fruit of random leisure, but the result of quite professional activity.

The pale leaflets and posters of the early 90s are replaced with high-quality printing products. The frivolous comic book, on which the Republican Party dared, the bold move of Sergei Shakhrai, who dared to perpetuate himself on the packaging of kefir - in the image of a hedgehog.

Experiments with color, font, composition began.

Copyers vied with vicinates composed poetry for parties.

There were a swimming panel-the voter called for a responsible choice at a difficult moment for his homeland.

But the reverse intention arose - to relieve voltage. The desire to entertain the voter immediately allocated a batch of beer lovers from the ranks of severely frightened competitors.

But still, the main visual meme of this campaign is the gesture of Viktor Chernomyrdin, the Prime Minister and leader of NDR, who attracted attention to the faceless party of power and gave rise to a lot of parodies and caricatures, not to mention the reaction of competitors-ditties Konstantin Borovoy (“Chernomyrdin on the poster / hand folded, so that he does not think the voter / that he laid the hell on them”) As a result, you will have to remove from the air.

Borovoy’s video holders (the leader of the Party of Economic Freedom composed them personally) is not only a way to amuse the audience and thereby attract its sympathy, but also the sign of the new trend: go to the elections with music. Even the party “Our House - Russia” has its own, quite frivolous, anthem .

“Women of Russia” reacted more seriously: the spiritual song for the election clip was ordered to a seasoned songwriters, composer Alexander Morozov and poet Anatoly Perevechny. Subsequently, she will enter the repertoire of Joseph Kobzon.

Two -based campaigning on TV is included in a civilized channel. Federal television channels are starting to the election of specialists and equip studios for the performances of party-guards.

The control clock on the air helps that the speakers do not exceed the time allotted by the law.

Candidates use their pieces of ether differently.

Studio election debate comes into fashion.

But the main weapon of the candidate in these elections is a video. There is a wide variety of approaches and genres. The traditional first -person party’s direct handling, like Yegor Gaidar . The same monologues, but performed by the Publishing house of the public. It is assumed that Bulat Okudzhava better than Gaidar himself will convince the intelligentsia not to turn away from radical reformers. Alexei Batalov is clearly designed to humanize the image of a “party in power”. There is a classic portrait video, a documentary in a miniature about Sergey Shahra . Relations demonstrate the ability of the leaders of the NDR party to work and tell about the walking of Zhirinovsky to the people .

Severe Govorukhin In his video, he continues to intimidate a policy, but promises to save the dying Russia.

In the same vein is a new political association, a congress of Russian communities.

In addition to simple and reporting rollers in the production of installation and reporting videos, sophisticated, costume, with scenery and the participation of actors, like the “Yabloko”, are created.

Campaigns of some parties turn into TV shows - with an eye on different categories of voters. Here they try to bring the same “Yabloko” to the people - since it is difficult to do this with Yavlinsky himself, they beat the party symbol.

In the Russian style, a short video of KRU is also performed.

To the filming of Agitvideo in the folk spirit for the “Ivan Rybkin bloc”, experienced advertisers - copywriter Vladimir Perepelkin and director Timur Bekmambetov were attracted.

In the video of the party "Forward, Russia!" The scheduled hand of an advertising criter is also visible - the maximum expressiveness at minimal costs.

But the expensive staged cinema from the cycle “We will succeed”, which Denis Evstigneev shot for Channel One. This is social advertising - it is formally there is nothing to do with the elections. But the role of the astronaut is played by Nikita Mikhalkov, a second person in the party in power, and the show of this series successfully coincided with the election campaign.