The 2010 Conservative campaign uses a typical British family to show that The conservative party initiatives benefit more than just upper class people. The adverts use a caring mother, who is concerned about her children's future which is relatable to other British mothers. The slogan mentions how she wants to support her family which most people can relate to.
The target audience of the campaign are obviously tory supporters and parents concerned for their children's future, the average age of a tory voter is between 30 and 50 years old, so most parents fall into that category which is why the chose it. It also makes it seem as if the conservative party care about future generations. The slogan "I've never voted Tory before..." makes it clear the advert is aimed at non tory supporters and also makes it seem to be a encouraging and welcoming party.
By using a numbered list the Tory's are clearly showing their priorities in a way which doesn't highlight that the fact that some serious issues are being addressed below less important matters.
Some excellent comments here. But to further develop you could mention techniques such as use of colour and logos throughout the campaign.
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