Friday, February 5, 2016

Trump Launches Rainbow Coalition Style Ad

NYT notes:

Donald Trump Ad Suggests He Has a Rainbow Coalition of Support

Donald J. Trump’s first advertisement since the Iowa caucuses lets a diverse group of “Voters Speak.”

On Screen

Uncharacteristically, Mr. Trump gives nearly half of this 30-second commercial over to the voices of other people. Then again, they are all enthralled by him. “I came to hear Donald Trump’s business plan for America,” a black man says at the opening of the ad. “It’s really cool to hear him speak the truth,” a younger white woman says over electronic dance music. “Tells it like it is,” says a young blonde.

The ad for Mr. Trump, a candidate who has demonized illegal immigration, also makes a point of showing supporters who are not native English speakers. “He wants to make America great, and that’s what I want, too,” says a young woman with a slight accent. “As a guy who’s an international student, Trump is speaking out the truth,” says a young man, as the camera cuts to show him waving a campaign placard and giving a thumbs-up.

Only midway through the ad is Mr. Trump heard from, as the soundscape takes on a syncopated, raucous feel: “We have a country that we’re proud of, that we love, and that we’re not going to lose,” he says as a packed, screaming crowd and his lectern, framed by five American flags, are shown from different angles. The roars swell and flags wave as Mr. Trump promises to “make America great again.”

The Message

The positive tone is a striking shift for Mr. Trump, whose first ad played on fears of terrorism and illegal immigration, and whose most recent one was a vicious takedown of Senator Ted Cruz of Texas. Now, Mr. Trump lets his supporters speak for him, in part, and he does what he routinely demands that television reporters do at his rallies: Show the crowds.

Fact Check

The ad makes no verifiable claims.


New Hampshire broadcast and cable stations.

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