Political Advertisement Against Donald Trump

In a political advertisement against Donald Trump called “Watching”, Trump is bashed for degrading women, lower class citizens, veterans and mocking the disabled. The ad was aired from August 22, 2016 to September 13, 2016 mostly airing in Ohio and Florida (Political). The ad is sponsored by Priorities USA Action. This negative ad seems to appeal to women, veterans, lower class citizens, disabled or friends and family of the disabled, but can appeal to any of its viewers.

First, the ad shows a man in a wheelchair watching a CNN report on his television. The reporter faintly says, “Donald Trump facing new criticism,” and then loudly says, “mock a reporter with a disability.” Then a video of Trump appears where he is mocking the reporter

Methods like sound, facial expressions, body language, and choice of actors are used to reach a specific audience. Sound and facial expressions are used to influence people's emotions. For example, the man in the wheelchair, the working man, and the veteran all had a sad or disgusted look on their face. Someone watching this ad may feel bad for the men based off their facial expressions. Also, in the background of the entire ad, there is a faint sad song playing. Body language was used in two different ways in this ad. First with the man in the wheelchair, and next with the woman heading work standing with one hand on her hip. The man shaking his head can be taken as disgusts or disbelief in what he was hearing. The woman with her hand on her hip shows anger or irritation. The choice of actor is important because that’s how the ad appeals to different viewers. For example, using an elderly man wearing a veteran hat not only appeals to veterans but also to elderly people. Using a man in a wheelchair will influence people with all different types disabilities and to their family members and

She states that even though people may not like negative ads, but “they “stick” for several reasons” (Lariscy). The first reason being “negative information is more memorable” (Lariscy). She uses the example “just think how clearly you remember an insult” (Lariscy). This applies to the ad “Watching” because the ad shows Donald Trump saying something negative four different times. Also there is not much acting or anything to distract from what he is saying, this keeps the viewer's attention on him. Next, the article also states that “Negative information, too, travels more slowly because of its enhanced complexity. It benefits from the negativity bias, and inevitably some of that negative information gets "stuck" in our minds, even if we don't like the ad or agree with its contents” (Lariscy). The complexity of the ad makes the audience have to think more about it, therefor having it “stuck” in their minds. Although “Watching” may not be as complex, it shows multiple scenarios which would make the viewer think more about each one. Finally, Lariscy says “There is another benefit negative messages achieve that positive messages largely do not. In psychology the principle is called the sleeper effect. Over time, a message is likely to become disassociated from its sponsor. Immediately upon hearing and seeing an attack, you