Abstract
The election of Donald Trump as President of the United States was considered shocking for many pundits and political-communication scientists. Nonetheless, the success of Mr. Trump was predictable from a marketing point of view. This article tells a narrative about how two campaigns connected differently with people. The rhetorical and media techniques of Trump enabled him to connect with working-class folks from “Middle America.” In contrast, the face of the Hillary campaign did not connect well with this segment of the population.
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