This Party Political Broadcast, with a duration of just 20 seconds, maintains the typical aspect of the commercial ads thanks to its persuasive slogan and images that achieve the emotional sphere of the spectators. This ads can be collected in the "seduction" genre that generally is not used within the British political campaign. However it is a clear example of how this genre is particularly efficient to realize the negative propaganda thanks to its moderate language and style. Indeed the spectators are emotionally involved and leaded to a more rational reflection.