In the current presidential race, we’re witnessing an intriguing shift in strategies as Kamala Harris steps into the spotlight as the Democratic nominee, following in the footsteps of Joe Biden. As both her campaign and Donald Trump’s race to shape voter perceptions, their ad campaigns offer a fascinating glimpse into how each side is trying to define Harris in the minds of the electorate.
Election Ad Spending Focused on Seven Swing States
Kamala Harris’s campaign has been relentless in pushing out ads across seven key swing states, including the blue wall states of Wisconsin, Michigan, and Pennsylvania, as well as the Sunbelt states of Georgia, North Carolina, Arizona, and Nevada. The sheer scale of this effort is staggering, with over $100 million spent on ads in just the past month. These ads aim to introduce Harris to voters, focusing on her middle-class upbringing, her mother’s hard work, and her own experiences, such as working at McDonald’s while earning her degree. The goal is clear: to present Harris as a relatable figure who understands the struggles of everyday Americans.
However, while Harris’s campaign is working hard to frame her in a positive light, Donald Trump’s camp is taking a very different approach. Their ads, often run by MAGA Inc., a Super PAC supporting Trump, are painting Harris as a “dangerous San Francisco liberal” with a controversial prosecutorial record. One particular ad focuses on a case involving an MS-13 gang member, suggesting that Harris’s decisions as a prosecutor were soft on crime, a narrative that is intended to rally conservative voters by stoking fears of rising crime under Democratic leadership.
Harris’s Prosecutorial Past was an Issue Among Progressive Democrats
This portrayal of Harris’s prosecutorial past is not without its complexities. During her 2019 presidential campaign, her identity as a prosecutor was a point of contention among more progressive Democrats, who criticized her for being too tough on crime. Now, the Harris campaign is flipping the script, presenting her prosecutorial background as an asset in contrast to Trump, who has his own legal troubles.
The Trump campaign, on the other hand, sees Harris’s record as a vulnerability, particularly among voters who are concerned about crime. They argue that her approach as a “progressive prosecutor” is indicative of what happens when Democrats are in charge of law and order. This framing is intended to tap into fears that crime will escalate if Harris is elected, a message that resonates strongly with traditional Republican voters.
The Battle for Voter Perception is Underway
But the Harris campaign is not just relying on her past as a prosecutor to define her. They’re also carefully highlighting her achievements as vice president, particularly her role in unifying 50 countries in support of Ukraine against Russia. This allows Harris to pick and choose which aspects of her record to emphasize, giving her a unique advantage in shaping her public image.
As we move closer to the election, it’s clear that the battle for voter perception is well underway. Harris’s campaign is shifting gears from simply defining her identity to drawing sharp contrasts with Trump, particularly through the lens of Project 2025, a 922-page blueprint that outlines Trump’s vision for his potential second term. This project has become a focal point in Harris’s ads, framing Trump as a threat to democracy and positioning Harris as the candidate who will protect American values.
In the end, this race is not just about policies or records; it’s about the narratives that each candidate can successfully create and the emotions they can stir in voters. With billions of dollars being spent on ads, both campaigns are clearly betting that these narratives will play a crucial role in determining the outcome of the election. As we watch these ads flood the airwaves and the internet, it’s clear that the fight to define Kamala Harris in the eyes of voters is just beginning.
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