This story at a glance…

1. Harris and Trump release closing ad campaigns.

2. Trump’s ads focus on fear, highlighting security and safety concerns.

3. Harris’s ads emphasize economic relief, promising tax cuts and inflation control.

4. Both campaigns end with patriotic messages aimed at uniting voters.

Closing Messages in Ads Define Final Campaign Push

As the 2024 presidential race nears its conclusion, both Kamala Harris and Donald Trump are making their final arguments to American voters through a wave of strategically targeted advertisements. With seven key swing states set to determine the election’s outcome, these ads have flooded screens nationwide, each side sharpening its message. While Vice President Harris focuses on economic issues and social policies, former President Trump’s ads are saturated with warnings and a strong sense of urgency.

Trump’s Fear-Based Narrative
Donald Trump’s campaign ads lean heavily into themes of fear and urgency, portraying the Harris administration as a risk to Americans’ safety and security. Many of his ads center around issues of crime and immigration, with visuals of violent crime scenes, mug shots, and stories of personal tragedy. One prominent ad from Make America Great Again Inc., which aired over 8,500 times in October, depicts a young girl who was tragically victimized, claiming Harris’s policies enabled such crimes. Trump’s team emphasizes the dangers they associate with Harris’s approach to border security, characterizing her policies as permissive and harmful.

In another ad funded by Right for America, a narrator dramatically questions, “How will your family survive another four years if you may not survive the night?” This ad presents Harris’s leadership as an existential threat to the average American family, amplifying Trump’s broader message that safety and stability are at stake. Collectively, these ads underscore Trump’s focus on security issues and appeal to voters’ concerns about law and order.

Harris’s Economic and Social Focus
Vice President Kamala Harris’s ads, in contrast, largely focus on economic issues that resonate with everyday Americans, particularly inflation and tax relief. The Harris campaign has invested significant funds into ads that feature real Americans discussing their concerns about the rising cost of living. The main PAC backing Harris, Future Forward, has spent over $52 million on ads centered on middle-class tax cuts, inflation control, and price regulation. One ad shows a lifelong Republican expressing worry over Trump’s proposed tariffs, which he argues would make everyday goods more expensive while benefiting the wealthy. This ad aims to connect with undecided or moderate voters who feel the strain of inflation.

Another Harris ad highlights Rebecca, a former Trump voter, as she watches footage of Trump discussing tax cuts for wealthy individuals at a fundraiser. She voices her preference for Harris’s plans to cut middle-class taxes and regulate price gouging, presenting the vice president as a champion for working families. Through these ads, Harris’s campaign underscores its commitment to addressing the economic struggles faced by ordinary Americans, intending to show empathy and practical solutions.

Abortion and Reproductive Rights
Following the Supreme Court’s 2022 decision to overturn Roe v. Wade, abortion has become a significant issue for the Harris campaign. Harris’s ads emphasize her commitment to preserving reproductive rights, contrasting her stance with Trump’s role in appointing conservative justices who helped overturn Roe. The largest ad in this category features Hadley Duvall, a young woman sharing her story of sexual abuse, who discusses the challenges that the repeal of Roe poses for victims. Another ad highlights Trump’s own words about his judicial appointments and features voices of women warning of further restrictions under a renewed Trump presidency.

These ads are targeted at voters concerned about maintaining access to abortion services and underscore Harris’s stance on personal freedom and reproductive autonomy, framing her as a defender of individual rights.

Patriotism and Unity: Final Push from Both Sides
In their final ad pushes, both campaigns are airing patriotic-themed messages that steer clear of direct criticism of each other. Harris’s two-minute ad, scheduled to air during NFL games, emphasizes her vision for a unified, hopeful America. She speaks directly to voters about a future in which Americans support each other as “neighbors, not enemies.” The ad, which features scenes of diverse communities, underscores Harris’s promise to work on practical issues like grocery prices and prescription drug costs while appealing to a sense of national unity.

Trump’s final ad, meanwhile, paints a somber picture of an America in decline under the Biden-Harris administration. The ad’s narrator describes a nation that has “lost its purpose” and now faces threats to personal freedoms. Trump’s message speaks to resilience, as the ad closes with words from Trump about getting “knocked down” but not staying down, and portrays a spirit of defiance and revival that has defined his campaign.

Reflection
As we navigate a landscape of intense political messages, Proverbs 3:5-6 reminds us to “Trust in the Lord with all your heart, and lean not on your own understanding.” Discernment means seeking God’s guidance beyond the noise, asking Him to illuminate what is true and just. Let us remember that our ultimate loyalty is to God, and we can rely on His wisdom to guide us in making choices that honor His love and truth.