Donald Trump’s advertising campaign follows the same pattern of his speech and social media style: braggadocios and brash. He uses a combination of candidate positive ads and attack ads, while mixing up image and policy style ads as well. To further understand Trump’s advertising campaign, I will break down four of Donald Trump’s most popular television advertisements.
Make America Great Again
The first advertisement is Trump’s “Make America Great Again”. It is a 30 second television ad. The ad is an image ad that uses various issues to project the goal image. In this advertisement, Trump tries to create the image that is the savior of America that it needs. It is a positive image ad, that focuses on some of the issues that he knows his constituency will respond to. The issues he highlights the most heavily are that of health care reform, tax reform, and immigration control. The visuals in the advertisements are of Trump speaking to an audience. The purpose of these images are to focus solely on Trump and project a powerful leader who can “save” America.
Corruption
The second one of Trump’s advertisements that I examined is titled “Corruption”. “Corruption” is a 30 second attack ad against Hillary Clinton. He is trying to paint her as a corrupt politician who's part of big money. Trump was very successful throughout his campaign at painting Hilary as a big money, career politician. Which is pretty ironic considering that Trump is worth much more money than the Clintons. In the advertisement, a creepy voice and blue colored images of Hillary paints helps set a negative image of Hilary. This advertisement is not very likely to change the mind of staunch Hilary supporters, but may give some undecideds something to think about.
Deplorable
The Trump ad that I looked at was his ad called “Deplorable”. This is a 30 second attack ad that takes advantage of a Hillary Clinton gaffé, in which she referred to half of Trump’s following as nothing more than a basket of deplorables. This ad is an attempt to reach out to those offended by Hilary’s comments as well as make those comments known to undecideds and even some on Hilary’s side. This add helps draw parallels between Hilary and Romney in 2012 which would help persuade some of Hilary’s supporters. Trump is trying to use this advertisement to set himself apart from Hilary as someone who cares about the people as people.
Two America’s
The final Trump ad that I studied was called “Two America’s”. This is a 30 second television contrast attack ad. It is also an issue ad that highlights and compares Trump’s and Hilary’s economic issues. In the ad, Trump claims that Hilary’s economic plans hurts the middle class and will lose American jobs, while Trump’s economic plans will cut taxes, save the middle class, and create jobs. The intent of the advertisement is to make Trump seem as someone who cares about the working family, while making Hilary seem as someone who only looks out for their interests and the interests of the people on top.
Trump ran a fairly effective advertising campaign. The goal of his advertising campaign was to seem as someone who understood the struggle of the average American, as well as coming across as someone who could do something about the struggle of the average American. Another goal of his advertising campaign is to make Hilary seem corrupt and out of touch with the average Americans.
Sources
https://www.youtube.com/watch?v=3ooCCMMXR4M
https://www.youtube.com/watch?v=Ur1eeLK71Jc
https://www.youtube.com/watch?v=sBbtCvUGweo
https://www.youtube.com/watch?v=4obk0P2YCFg
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