Advertising Strategy
During the 2016 presidential campaign, Donald Trump used
many forms of advertising to promote himself to all different types of
audiences. Trump had many mediums of advertising from television and news ads,
online and social media ads, radio ads and even through his gear. Trump also
used many free sources like cable, interviews and social media to advertise
himself.
Trump ads, in particular, have specific strategies that are
present within all of his ads. Trump evokes negative energy that is dark and
scares the audience. His approach is to emphasize on the problems that America
is going through currently and dramatics the intensity of the situation. Trump
ads, like most of the 2016 campaign were attack ads on the opposing candidate.
They also focused more on issues rather than image of Trump.
TV ADS
This Trump Campaign TV Ad “Dangerous” was released on
October 11, 2016. It specifically attacks Hilary Clinton and focuses on how she
is unfit to be president after recent health scares. It uses a dark filter that
looks as if she is being caught on a hidden camera. It uses war images and
words like war, attack, threat to terrify the viewers of the world we live in
and describes Clinton as a failure who doesn’t have strength or stamina.
Radio ADS
This radio Ad was released on November 1st, 2016 “Stand
Up For Freedom. Stand Up For Our Shared, Christian Values.” The voice is of the
President of Liberty University and Evangelical Leader, Jerry Falwell Jr. The
ad aired on Christian Radio Stations in Florida, Ohio, North Carolina,
Colorado, Iowa, New Hampshire, Pennsylvania, Virgin, Wisconsin, Michigan and
Arizona. It uses religion, right of life and amendments to call on Christian
voters to join him in supporting Donald Trump who will protect us from “liberal
justices who will transform America and threaten our freedoms.” This approach
using radio for a religious audience and using a familiar voice, rather than
going the alternative route by attacking Hillary Clinton appeals to this
specific audience. Most of these people would also be listening to the radio than
trying to pick a specific TV channel and time to air a TV ad. "Stand" Radio AD
Online ADS
This Online Web Ad “Do You Really Need To Ask?” was released
on September 26, 2016. It uses real video of Clinton asking why she isn’t 50
points ahead but answers her questions by using the email scandal and “her
support for policies that have led to the rise of ISIS.” It has a organization of
going from real images in black in white to actual news footage to credit the
points being made. It uses images of real people at the beginning and video of
her insulting Trump Supporters. Then it shows images of the Director of the FBI
and then shows footage of the trial where they admit it was classified
information. Next it criticizes her policies for promoting terrorism to spread.
For More of Trump's 2016 Campaign Advertising go to: https://www.donaldjtrump.com/press-releases/category/ads/P10
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