6. Trump-Pence 2016 Campaign ad

Trump-Pence 2016 Campaign Ad - Two Americas economy

The campaign ad begins with a straightforward depiction of life under a Clinton presidency, specifically in relation to the economy and the working classes, Trump's primary target audience. This is achieved through a use of negative facts about Clinton's policies, for example the loss of 300,000 jobs as mentioned in the video. This message is reflected by the dim colour palette used and the portrayal of middle class situations, again ensuring that Trump's target audience are able to relate to his message and recognise the issues reflected in their own lives that Trump intends to address.

The video then seamlessly transitions to a segment that presents images and ideas of life under a Trump presidency, in a direct contrast to the previous segment of the advert. Immediately recognisable here is the bright colour palette, alluding to the idea of prosperity and also nationalism given the use of the red,white and blue flags. Furthermore, the children used in this shot promote the idea of Trump working for the younger generations and families with the presence of the girl perhaps intended to float the idea of equality, an area that constitutes a weakness in Trump's public perception, even among some of his supporters.

This is followed by a series of shots reflecting average or normal working/middle class situations, again promoting the idea that a Trump presidency will be one that fights for the everyman and woman. However, particularly notable is the expression of the people portrayed in these shots, and the stark contrast when compared with the videos opening segment portraying a Clinton presidency. Note the affectionate suburban couple compared with the stressed couple in the Hillary segment for example. A more poignant example is the depiction of building construction and the New York skyline as compared with the chained industrial wasteland showed during the Hillary segment. The video specifically focuses on the One world trade centre, alluding to the idea of American strength and nationalist ideals.

Finally, the video states 'The American dream, achievable again', playing on the imaginations and fantasies of the American working class by making it clear to them that there is a reason they haven't already achieved the dream, and that Trump can provide answers.