Mildly amused to see all this fuss about Harriet Harman calling Danny Alexander a ‘ginger rodent’.

Everyone’s alighting on the ‘ginger’ part of the gag but I’m more interested in the ‘rodent’.

Vermin metaphors are extraordinarily powerful and emotive rhetorical devices. They’re most frequently used by people who want to suggest either overtly or unconsciously that extermination is the only option.

So vermin metaphors are used by Mafia bosses to talk about informers (’rats’). They were used by the Hutu to talk about the Tutsi in the Rwandan genocide (’cockroaches’). They were also used extensively by Hitler to talk about the Jews in Mein Kampf. He talked about the Jews as a ‘horde of rats, fighting bloodily among themselves‘.

So Harriet is following her dear friend Polly in likening the Condems to the Nazis, albeit unconsciously. First, Polly apologised. Now, Harriet apologised.

Good on them both for apologising - surely the right course - but if they’d bought my book on Speechwriting, they’ve have known better than to use these metaphors in the first place….

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The Mail on Sunday has reviewed my book, Speechwriting: The Expert Guide, in today’s paper. I’m absolutely THRILLED that they’ve given it FOUR STARS (one more than they’ve given Simon Winchester’s new book).

You can download the full review from files.me.com/simonlancaster/gugsu5 but here are some of the highlights:

‘Whether you wish to write speeches yourself or just want to know how to deconstruct the words of others, Lancaster’s superbly written guide will prove invaluable.’

‘Pithy and informative insider’s guide to the art of getting one’s message across.’

‘One fascinating gem to emerge from this book is just how little things have changed in the past 2,000 years.’

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I’m all for using words with powerful connotations but John Prescott went way over the line calling Alan Milburn a ‘collaborator’ for accepting a role as social mobility csar in the new coalition government.

Whether it was Prescott’s intent to invoke associations with the Nazis or not that was certainly the effect. And that’s not really fair on an issue where Alan Milburn has such impeccable personal and political credentials.

It’s the same as when people label climate change sceptics ‘deniers’: by invoking the Holocaust, it raises the emotional register to such a pitch that reasoned debate becomes impossible.

But that was presumably the aim, because any rational analysis would show Alan Milburn is doing the right thing, pulling together with his opponents in the national interest at this time of national crisis.

After all, ‘collaborator’ is not the only word with WWII connotations. There are also pretty powerful connotations to the word ‘coalition’.

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I helped write an editorial for today’s Guardian on the timeless wonder of the rule of three. The link is here: http://bit.ly/ciqkIt

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I have always been a huge fan of Jon Cruddas so it is in a spirit of great affection that I point out this sentence from his Guardian article today:

‘These problems existed beneath the radar before the recession struck in 2008, but they were masked by the fruits of an economic system that has now laid us low.’

This is mixed metaphor mania. It’s up there with Prince Hamlet ‘taking arms against a sea of troubles’ and Jim Hacker ‘gritting his teeth and biting the bullet’.

Jon Cruddas’s writing is usually exquisite. I can only imagine he’s lost his stroke after being knocked down in round one of the leadership race…

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Bespoke has just published a detailed study on the language of the two main parties, previewed in tomorrow’s Guardian http://bit.ly/8XkcyA

Key insights include

1. Average Labour sentence is 19 words. Average Conservative sentence is 14 words.

2. Labour use two and half times as many stats as Conservatives. Conservatives tell two and half times as many stories as Labour.

3. Labour use twice as many military metaphors as Conservatives. Conservatives use twice as many nature metaphors as Labour.

4. Labour buzz words are tough, new and guarantee. Conservative buzz words are modern, together and responsibility.

If anyone wants to find out more about this study or its implications, give me a call or drop me a line.

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The location for yesterday’s launches will have been carefully pondered by party strategists. A well selected backdrop can send a powerful message and no backdrops could be more iconic or meaningful than those on show yesterday.

Brown chose Number 10, surrounded by his highly experienced Cabinet, chest puffed out like a gladiator. This sent the message, ‘I am powerful.’

Cameron chose Parliament as the backdrop, surrounded by supporters, and he reached out to them in a John Major soap box way. This sent the message, ‘The voters are powerful.’

Clegg chose Lib Dem HQ as his backdrop, surrounded by young interns, proudly wearing their staff passes. This sent the message, ‘I’m not powerful.’

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As I cycled in this morning, I saw the satellite vans outside Buck Palace and a throng of cameraman around the back of Downing Street. I then saw a very excited looking Minister who told me he was on his way to the Dissolution Cabinet (and feeling confident!). Now, the helicopters are buzzing above.

You can’t beat being in Westminster at election time. This is what it’s all about. Can’t wait to see how things unfold over the coming weeks.

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Tony Blair is supposed to have given a speech today backing Gordon Brown. However, having read the speech, that’s not quite the impression I’m getting.

The theme of the speech is exposed in the opening paragraph:

‘I’m optimistic about Britain - provided we take the right decisions, imbued with the right attitude of mind.

‘The right attitude of mind?’ Now THAT’s not something that’s said often about our Prime Minister. Perhaps it was a slip of the tongue? But then he develops the theme.

‘This is not just about policy, but mindset. Who gets the future? Who understands the way the world is changing and can be comfortable in it? Who sees the excitement where others see the fear?

Mindset? Brown?! ‘Comfortable?’ Brown? ‘Excited?’ Brown? ‘Getting the future?’ Brown? Shurely shome mishtake! This CAN’T be Gordon Brown. So, who on earth CAN he mean?And then, he puts us out of our misery…

The New Industries, New Jobs paper from Peter Mandelson, for me, correctly identifies the right judicious mix of Government and market. It represents a vision of how Britain can do well and how individuals and families can do better. It’s a platform for the hope of prosperity to come.’

Ah!

And, as for that rousing call to vote Labour… well, the ’endorsement’ in the peroration could scarcely be less resounding.

‘This country faces big challenges in the future. I want this party to be the one able to meet those challenges. This country needs strong leadership. I want our leadership to be the one that gives it. There is still vast potential and promise in our nation. I want our government to the one that develops it. I want a future fair for all. I believe a 4th term Labour Government can deliver it.’

‘I want! I want! I want! I want!’

What do you want, Tony?

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Nice use of metaphor by Brown today as he unveiled Whitehall’s worst-kept secret, that the Budget will be held on 24th March.

He’s run with a ’stormy waters’ metaphor.

‘Whilst we have come through the worst of this dreadful storm, the waters are still choppy. We have got through this storm together, but there are still substantial risks ahead. It’s about having the courage to set your mission and the courage to take tough decisions and stick to them without being blown off course. We are weathering the storm. Now is no time to turn back. We will hold to our course and we will complete this mission.’

This metaphor improves Brown’s positioning on two counts.

1. By suggesting that the economic downturn was a force of nature, he counters any suggestion that it might have been the consequence of Government action or inaction.

2. By pitching GB as the captain of a ship sailing stormy waters, it strengthens the case for him staying on, as we all know that to change captain mid-stream would be reckless.

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