2016 Presidential General Elections Ads
Vigorous campaign activities usually characterize presidential general elections. The campaigns take several forms, including video advertisements. In 2016, the fierce presidential race was between Hillary Clinton of the Democratic Party and Donald Trump of the Republican Party. Several advertisement videos impacted on their audiences due to the tactics used. The rhetorical nature of each video played a significant role in passing a message to their target audience.
The Democratic Party
Hillary Clinton was the candidate of the Democratic Party in the 2016 presidential general elections. Based on her videos, Hillary makes extensive use of ethos and pathos in her campaign strategy. ‘Tomorrow’ was released on the eve of elections. The rhetorical triangle is evident in this video. Hillary uses pathos when she appeals to the emotions of her audience by mentioning children. Hillary says, “It’s not just my name and my opponent’s name on the ballot, it’s the kind of country we want for our children and grandchildren” (n.p). Naturally, people want their children to have the best. By mentioning the kind of country children will have, her audience is inclined to vote for her since she also wants the best for their children. Furthermore, Hillary uses ethos when she mentions her credibility. In the video ‘Tomorrow’ she says, “I will work my heart out as president…I have never quit, and I never will. I’ll get up every day determined to keep America safe and strong.”(n.p); this statement is supposed to convince her audience of her reliability and credibility.
The video ‘Quiet Moments’ make use of logos, ethos, and pathos. Images of Hillary and children characterize the video. In most of the pictures, Hillary is either holding a child or talking to one. The primary message of the ‘Quiet Moments’ video is how Hillary, in her time as the first lady, helped create the Children’s Health Insurance Program. Therefore, using images of Hillary and children appeals to emotions and proves Hillary’s genuine concern for the welfare of children. The video further uses logos by mentioning how Hillary worked with both Republicans and Democrats to ensure the success of the Children’s Health Insurance Program. In line with Aristotle, members of a state can have anything in common (25). Therefore, the technique used by Hillary in this video is to reason with her audience that both Republicans and Democrats have children who need quality healthcare.
The video ‘Always’ vouches for the credibility of Hillary. The video mentions that after law school, instead of joining a prestigious law firm, Hillary opted to work for the Children Defense Fund to help get disabled kids out of the shadow and into local schools (n.p). The statement implies that Hillary is more interested in the welfare of the marginalized compared to power and fame. Hillary’s credibility is further mentioned when she worked to stop the trafficking of women and girls when she was secretary of state. Using Hillary’s past accomplishments is meant to assure the voters that she is a capable leader, evident from her track record.
One video ‘Tested’ uses pathos to discredit Donald Trump. The images in this video depict serious events ongoing in the world, whereas Trump is playing golf. The video also shows Trump talking about his new sprinkler system, while stocks are tanking around the world (n.p). Therefore, according to this video, Trump is not a reliable leader since his concern is in unnecessary things. It is entirely unreasonable that a presidential candidate can give a press conference about his new sprinkler system whereas the country faces serious economic issues. The statement, “in a volatile world, the last thing we need is a volatile president” (n.p) implies that Trump is illogical and not credible enough to lead America.
Republican Party
Donald Trump was the Republican presidential candidate in the 2016 presidential elections. Most of Trump’s videos were based on discrediting Hillary. In one video called ‘It takes two,’ the storyline is of how Hillary stood for women’s rights when Bill Cosby was accused of sexual assault. However, when her husband, Bill Clinton faced the same accusations, Hillary denied the allegations and discredited the women (n.p). Thus, this video appeals to emotions by discrediting Hillary and her ability to stand by the truth no matter the parties involved.
The ‘Unfit’ video uses facts to discredit Hillary. According to this video, Hillary is under FBI investigation again. The word again implies that Hillary has ever been investigated by the FBI, a fact which questions her integrity. The video further states the reason for placing her under investigation. In line with the video, Hillary’s emails were found on Anthony Weiner’s laptop. The video further states, “America’s most sensitive secrets unlawfully sent, received and exposed by Hillary Clinton; Hillary cannot lead a nation while crippled by a criminal investigation.” (n.p). Logos is evident in this video, whereby it is illogical for a country to elect a president who is constantly under investigation by the FBI. The video also appeals to emotions by mentioning that Hillary exposed America’s most sensitive secrets. Secrets are sentimental and therefore exposing people’s secrets renders one untrustworthy.
The video ‘United’ takes a diversion; from discrediting Hillary to highlighting Trump as the ideal candidate. Unlike other videos that are characterized by the images of Hillary and her wrongdoings, the ‘United’ video has images of Trump and his promises to America. In line with Aristotle, leaders of states have a duty to their citizens, whether rich or poor child or grown-up (58). Therefore, Trump is showing is a commitment to working for the good of all Americans. The video mentions of Trump’s plan to lower taxes, the idea to grant families childcare tax credits as well as restore law, order, and justice (n.p). The video then calls to all Americans to claim their country and make it great again. ‘United’ uses the entire rhetorical triangle as a campaign strategy.
‘Donald Trump’s Argument for America’ contains reasons why Trump believes that he can make a good president for America. Trump promises to deliver a new government that is controlled by American citizens rather than a small circle of elites. Trump further states that for a long time, the government has partnered with criminals for their right rather than focusing on the welfare of Americans. In this video, images of Hillary are used whenever Trump mentions corruption and criminal cartels; which implies that Hillary is associated with the illegal activities that cripple America’s economy. At the end of the video, Trump says that he is running for the presidency to redeem Americans and make America great again (n.p). The video assures Americans that Trump is fit to lead America by appealing to logic, giving his credibility as well as appealing to emotions.
In conclusion, the 2016 presidential elections candidates used a range of methods to appeal to voters. The rhetorical triangle is an effective strategy, as evident from the videos. By using logic, proving credibility as well as appealing to emotions, the presidential candidates were able to sell out their campaign manifestos to the American voters.
Works Cited
Always. Perf. Hillary Clinton. 2016.
Davis, Henry William Carless, ed. Aristotle’s politics. Clarendon Press, 1908.
Donald Trump’s Argument for America. Perf. Donald Trump. 2016.
It takes two . Rebuilding America Now PAC. 2016.
Quiet moments . Perf. Hillary Clinton. 2016.
Tested . Perf. Hillary Clinton. 2016.
Tomorrow. Perf. Hillary Clinton. 2016.
Unfit. Perf. Donald Trump. 2016.
United. Perf. Donald Trump. 2016.