AD 1: Basket of deplorables
This ad that Trump’s team decided to put out is clearly an
attack ad. This ad can also be considered an issue ad, this is because Trump
chose a specific comment that is insulting to a large group of people and
displayed it in a way that vilifies Clinton. The point of the ad was to present
Clinton as an insulting mean-spirited woman who talks badly about citizens. It
worked! It shows a quote that insults a large group of people and made Clinton
look not very presidential. The fact that a candidate would say something so
mean casts a very negative shadow on her image and causes a controversy within
her campaign.
AD 2: Corruption
The primary strategy that I see in this ad is to make the
Clinton family seem like a typical political family that has been corrupted
because of their time in government. This strategy dispels Clinton as a “politician
for the people”. This ad brings up an image and issue problem. The issue is
that Clinton is corrupt and will only enact policies that will benefit her at
the expense of the people. The image problem that is brought up is that she is
a typical politician who will say anything to get elected and go astray when
elected. The ad was also very effective because it included a statement that
brings up the issue of an ongoing FBI investigation involving Hillary Clinton.
This inflicts a deep wound in the positive image Clinton is trying to convey
through her campaign. Voters are definitely bound to rethink voting for a candidate
who is the center of a criminal investigation. It also would be a bad look for
America’s image as a free and democratic country to elect a leader who is possibly
corrupt. The ad displays Clinton as a politician who lets money influence her political
decisions and this is one of the worst fears for any individual. It puts
democracy in question. Also, it really scares viewers into voting for Clinton.
AD 3: Choice
The strategy of this ad was to put the pressure
of the election on the general public, while casting a negative shadow on
Clinton. This ad can be considered candidate-positive because it makes negative
comments about the opposition and then promotes Trump through the message of
making America great again. It is known that most people during an election
want change, so when the ad describes Clinton’s policies as stagnant it can
become very effective. That was very smart on part of the Trump team because it
was very subtle, yet it sticks in our mind. At the end of the ad it says “it is
your choice”, by doing this it makes viewers really consider the content of the
ad and who they will vote for. In a way, it is guilt-tripping the public.
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