Prime ministers

• Why did Churchill win the conservative election in 1951-55?

  Respected salesman - guided Britain through WW2 - strong leadership

  Moderation and stability - pragmatic approach, no drastic measures that scare voters

  Charismatic and inspirational - good speaking skills increasing morale in public
• Why did Anthony Eden win the Conservative 1955-57 elections?

  Foreign policy expert: seasonal politician, experience as foreign secretary

  Modernisation efforts - sought to modernise conservative party, focused on domestic prosperity

  Elegant and professional - 'hollywood looks' and sophisticated

  Reformer - viewed as a moderniser of party and reformer of party
• Why did Harold Macmillan win the conservative 1957-1963 election?

  Economic prosperity - in control during economic growth

  Political skill - Adept at maintaining, party stability and unity

  Reassuring presence - calm tone 'supermac'

  Communication skills: effective in using television connecting more voters, competent image
• Why did Alec Douglas-Home win the conservative 1963-64 election?

  Party loyalty - commanded respect within the party ensuring that stability continued

  Handling leadership - dignity and maintained party unity in challenging periods

  Aristocratic bearings - previous backgrounds seen as disadvantaged but instead won many voters

  Integrity - honest and sincere qualities which resonated