The Behavioral Science Behind the Negative TV Ads of Trump and Clinton

Christopher Graves and Steve Simpson writes for Harvard Business Review:

In a series of conversations leading up to the U.S. presidential election in November, Christopher Graves — a recent Rockefeller Foundation Bellagio Resident honoree for behavioral science, Global Chairman of Ogilvy Public Relations, and chair of the PR Council — and Steve Simpson — Chief Creative Officer of Ogilvy & Mather North America — will dissect and debate the candidates’ communications and marketing strategies and techniques.

Graves: Steve, let’s kick off with two television spots that have been running head to head from Clinton and Trump. Trump’s first authorized general election spot, called “Two Americas: Immigration” sets a vision of a dystopian America under Clinton against a safe America under Trump. The first half, under Clinton, is dark and foreboding. Then the tone shifts abruptly.

 

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