When you go to the website for Donald Trump's merchandise for the 2016 presidential campaign, one of the first items you see is a bumper sticker that says, "HRC, Liar. Liar. Pantsuit on Fire." The sticker is very straight forward with its message, arguing that Trump is the right choice because Hilary is a liar who wears pantsuits. However, the composition and phrasing hide more subtle digs and bigger ideas.
Trump is negatively using ethos by placing Hilary's logo and the words "liar. liar" on their own separate line on the sticker so that even if you didn't read the rest of the phrase, it wouldn't matter because you already made the association between her campaign and lying. Accusing Hillary of being a liar has been Trump's fallback ethos throughout the entire campaign, constantly bringing up her email scams when he runs out of negative things to say, so it is only natural that it would appear on his merchandise instead of any mention of real policies or ideas.
The next part of the phrase reads "Pantsuit on Fire". This part of the the phrase is extremely loaded with sexism and general Donald Trump ickiness. Going straight for her appearance is something that Hillary has had to deal with a lot in this campaign process. Comments are constantly being made about her pantsuits, weather in a light joking way or a mean one, the conversation is happening because she is a woman. What kind of clothing a male candidate is wearing is something rarely talked about and something definitely not carried this far into the election or focused on as a main argument against a candidate. Though cracks are made often about Donald Trump's spray tan or weird hair or tiny hands, to see a jab about another candidates clothes on an official merchandise website is a little scary.
The fact that the election has gotten to a point of casualness and personal insults that Trump's campaign can use pathos and play to people's emotions with something completely unrelated to any policies says a lot about the state of Americans and this election. People should be more focused on the bigger picture and the future of America and stop trying to pick apart candidates based on their appearance or they will end up voting for all of the wrong reasons.