As shown by the Iowa caucuses last week, Trump's biggest opponent is Ted Cruz in the 2016 presidential race. This attack ad, created by Trump's campaign team, charges Cruz with inconsistency in his immigration policy. However, the ad is mostly made effective through the editing and sound of the video.
The excerpt from an interview with Ted Cruz is on a television screen, making him seem distant and impersonal. Behind the television, the background is dark and grimy, reminding a viewer of a dirty floor. The text is surrounded by a dark shade of red which is often associated with blood or death. Slow, eerie music is played during the video of Cruz stuttering and looking generally flustered. The editing goes even further by cutting off Cruz before he is able to explain or justify his support of an immigration reform bill.
To contrast the seemingly menacing Cruz, Trump appears on the screen. The video of Trump is full screen and it seems like he is talking directly to the audience. The grim background is gone and the text is surrounded by a sky blue color, often associated with optimism and progress. The music is characteristic of hopefulness and patriotism. Trump seems self-assured, powerful and ready to be our leader, all without even listening to what he is actually saying.
The real rhetorical devices of campaign ads are not often in what they say, but how they characterize the candidates through various filming techniques. Sound, colors and composition all contributed to the effectiveness of this campaign ad. If only voters could see through what he's actually proposing for the United States.