Persuasion and Propaganda are two key words that political advertising use to keep consumers engaged and influence them to certain movements. Both parties, not to mention advertisers and public relations professionals, have deployed propaganda. Effective propaganda isn’t about facts and policy, it’s about emotion. In Trumps case, the emotions being provoked are fear and rage.
Name Calling: Using words to incite fear and prejudices and create a negative opinion; or diminish or discredit a person. Trump: “I have many friends who are; Black, Women, Hispanic, Muslim, Disabled.” “Get him/her out of here.”
Card Stacking: Manipulating information to show its best features. Trump: “I know how to make a deal.”
Glittering Generalities: Using emotionally appealing words with no basis to evoke a positive response. It is basically name calling in reverse. Trump: “ We’re going to build a wall, and Mexico’s going to pay for it.” Trump proposes magical solutions like a wall along the Mexican border that will keep out the armies of immigrant who he claims are taking away “American” jobs, and crime. They appeal to the emotions and are associated with high-minded ideals and beliefs. They inspire us, yet are usually not accompanied by specifics.
In his closing speech at the Republican National Convention, Trump repeated at least four times that he was the law and order candidate, replaying a major theme in the 1968 Nixon campaign. Trump declared in Fuhrer-fashion: “I alone can fix it.” Hence, his crowd was led to believe that he, Donald J. is going to fix the system and “Make American Great Again”, a slogan he puts on the baseball caps that he hands our or sells to his supporters.