How advertising research explains Donald Trump’s profound appeal
This article by Jon Morris originally appeared on “The Conversation” on Sept. 14.
Politics and advertising are closely intertwined. Like a good advertisement, a good politician needs to present a compelling case for why the voter should check his or her box on the ballot over all the other options.
Many good ads or politicians will make a direct appeal to viewers’ emotions — and of all the candidates in recent memory, Donald Trump may be the best at doing this.
While some pundits and late-night comedians have eviscerated Trump’s campaign, calling it all flair and no substance, this might not matter to voters. Whether you’re trying to get someone to buy a product or vote for a candidate, studies have shown that appealing to emotion is nearly twice as effective as presenting facts or appearing believable.
