Donald Trump’s first television commercial grabbed attention for its unsubtle race-baiting on the topic of immigration. His latest commercial hits Ted Cruz as “pro-amnesty,” citing the Texas senator’s past support for legislation that would have provided legal status for some undocumented immigrants.
In between those spots, the Trump campaign released an ad that has been in heavy rotation on Iowa tv stations since January 15. “Our Country” hammers home Trump’s promise to “make America great again,” which inspired me to look back at how Ronald Reagan used the same words in one of his 1980 campaign commercials.
Trump has communication skills, but he’s not on Reagan’s level.
Here is “Our Country,” Trump’s second tv ad to air in the early nominating states:
My annotated transcript of the 30-second spot:
Trump’s voice: I’m Donald Trump, and I approve this message. [viewer sees photo of Trump wearing a red “MAKE AMERICA GREAT AGAIN” baseball cap, making a “thumbs up” sign with his right hand]
View shifts to Trump speaking to a rally from a podium: We are going to take our country, and we’re gonna fix it. We’re going to make it great again. [some applause from crowd]
We are going to fix our health care. We are going to take care of our vets. We are going to fix our military. We are going to strengthen our borders. We’re going to build the wall, but we are going to strengthen our borders.
We are going to make it great again. We’re going to make it greater than ever before. Thank you. [viewer hears loud cheers and applause from the crowd]
The ad’s visuals leave a lot to be desired. Trump has headlined large rallies around the country, but we don’t see enough of the crowd here to sense the GOP front-runner’s mass support. In contrast, the Bernie Sanders “America” ad, also playing now on Iowa screens, builds up to images depicting an enormous popular movement.
As for substance, contrast Trump’s laundry list of promises to the vision Reagan laid out during a Labor Day speech used in one of his 1980 campaign ads.
My annotated transcript of the 60-second spot:
Male voice-over in the style of a news announcer: Labor Day, 1980. Governor Reagan speaks to the people of the nation. [viewer sees Ronald Reagan, holding hands with Nancy Reagan as he walks to a podium set up near the Jersey City waterfront. The viewer can hear the crowd cheering, clapping, and whistling; several large American flags are visible near the foreground; the Statue of Liberty can be seen in the background]
Reagan speaks from a podium: Beside that torch that many times before in our nation’s history has cast a golden light in times of gloom, I pledge to you, I’ll bring new hope to America. [cheers, applause from the crowd]
This country needs a new administration with a renewed dedication to the dream of an America. An administration that will give that dream new life and make America great again.
I want more than anything I’ve ever wanted to have an administration that will through its actions, at home and in the international arena, let millions of people know that Miss Liberty still lifts her lamp beside the golden door. [as Reagan speaks about Miss Liberty, he gestures toward the Statue of Liberty, and patriotic music begins to play as a soundtrack; the camera pulls back to show more of the cheering crowd and American flags waving in the breeze]
Announcer’s voice: The time is now for Reagan. Reagan for president. [viewer sees Reagan for president campaign logo]
Reagan doesn’t provide any more details to back up his promises than Trump does in “Our Country,” but despite using some jargon (“an administration,” “the international arena”), he comes across as more convincing than Trump.
Reagan sounds like a statesman. Trump sounds like a salesman.
I suspect that’s why Trump will continue to have a relatively low ceiling of support, even though his fan base is larger than that of any other Republican presidential candidate this year.
P.S.- Greg Sargent pulled together several links analyzing the “demographic trap” a Trump nomination would create for Republicans, while Adrian Carrasquillo reported on signs that Trump’s candidacy is creating a surge in Latino naturalizations and voter registrations. I wouldn’t lose sleep over Trump’s prospects for beating Hillary Clinton in the general election.