In Hillary Clinton’s ad called “Just One” she uses several techniques to attack Donald Trump. Because Clinton is an incumbent, not a past president but has held several positions for public office, she uses mainly the incumbency style strategy in this ad.

First, the ad opens with Clinton looking at papers with the classic, “I’m Hillary Clinton, and I approve this message.” By showing Clinton doing something that seems presidential in a sense, it shows the viewers that she has almost been there, done that. Although it isn’t as strong as showing Clinton walking through the White House, it still signifies that she acts presidential even before she could become president.

For the rest of the ad, images of the White House are staggered between quotes and visuals of Donald Trump. However the images of the White House don’t look like the normal depiction of the White House as shown by the media. The White House looks dark and gloomy, with a voice over saying “in times of crisis.” This signifies that viewers should be scared of what the White House could become if Donald Trump takes office over Hillary Clinton.

Through the videos and voice overs of Donald Trump saying “I know more about ISIS than the generals do, believe me” and “I would bomb the sh*t out of ’em,” Clinton employs the strategy of the legitimacy of the office. This ad shows that due to Donald Trump’s harsh rhetoric, Clinton is the natural and logical leader to be chosen for presidency. Mostly due to the fact that the ad implies that she would never make “just one wrong move.”

Advertisements