it is a way of him showing he is closer to the public than his official position sometimes allows him to be

James Goudie University of Northumbria

The Blairs are pictured smiling brightly on the steps of their home at 10 Downing Street, with the prime minister holding his 23-month-old son Leo.

At his side is wife Cherie and daughter Kathryn, 13, and sons Euan, 17, and Nicky, 16.

Mr Goudie said: "This is an essentially light-hearted analysis but I think Mr Blair has done a number of things with this card.

"First he is almost copying the type of card put out by Prince Charles and other members of the Royal Family where they are pictured surrounded with their sons or daughters.

'More approachable'

"The card also shows Mr Blair giving a boost to family values at this time of year, traditionally associated with families coming together.

"And finally I think it is a way of him showing he is closer to the public than his official position sometimes allows him to be.

A traditional style of Christmas card

"Recently he has been accused of being presidential and this may be an attempt to get away from that, and seem more approachable.

"Finally he seems to be saying that although he is the prime minister he doesn't mind being left holding the baby."

Mr Goudie went on to explain the different categories of Christmas cards:

• The Traditional - e.g. Victorian snow scenes, houses/shops from that era with snow round window edges, sender wants to keep Christmas as it has always been, perhaps remembering with great affection happy times from childhood.

• The Modern - e.g. abstract art, contemporary designs (avoiding traditional animals, vegetation, weather, decorations, people) and colours (avoiding/minimising typical reds and greens) - sent by people who want to indicate they feel individualistic and have moved on from the traditional rituals.

• The Nouveau Riche - cards can be ostentatious in terms of quality, often 'rich' colours (dark red, royal blue), large size, gold lettering and no glitter, simple message. Often sent by person from first generation wealth who is conscious of their status.

• The Tasteful - quality cards in terms of design/ colour/ content, but lacking the ostentatiousness of the above - sent by the person who values the good things in life but is not sending to try to to impress.

• The Fun card - simple, inexpensive, often cartoon like portrayal of robins, balloons, Xmas trees. Sent where the relationship is at a friendly but superficial level or where a certain psychological level must be kept with people like neighbours or co-workers.

• The Humorous card - sometimes rude. Where the relationship is close and trusting but not necessarily in a sexual way - often same sex friends who exchange similar jokes at other times of year.

• The Regional card - pictures, scenes, or photos - usually sent by someone who is proud of a geographic location they grew up but have moved away from it and want to remind themselves or others that is where their roots lie.

• The Family Portrait card - as name implies an actual photograph - usually the prerogative of royalty, country leaders, when trying to indicate their "humanity", but also where families may be living abroad.

• The Charity card - any theme/size/colour - usually sent by person who wants good to come out of the commercialism, and usually sent for genuine reasons although a minority send these for recognition of their supposed patronage of charitable institutions.

• The Corporate card - sent by official organisations such as councils, which have to be both serious (with crest to justify spending), but also aesthetically acceptable and appropriate. Businesses can use non-offensive humour, but logo usually included in design.