This advertisement is directed towards voters who may be on the fence about who to vote for in the upcoming Presidential election. Specifically, it is targeted toward women who probably view Trump as a sexist, arrogant man who degrades women. By using Ivanka Trump, who is a self-proclaimed “mother, wife, and entrepreneur” to advocate for Trump, his campaign is able to reach out to women who do it all and do not feel justly protected or provided for by the federal government. Ivanka Trump represents a successful business women who is not in any way disparaged or marginalized. The commercial also uses a lot of video clips showing other women and mothers speaking with Trump and engaging in business with him. On the surface, this commercial is successful in presenting Trump as a cordial business man and a loving father and grandfather. By representing the candidate in this light, he becomes more likeable, relatable, and (hopefully to mothers) more presidential.

On the other hand, there are many issues with this campaign commercial. First of all, Ivanka Trump is the farthest thing from an unbiased source. As his daughter, she has stake in him becoming president. This commercial is also unlike any of  his other campaign commercials which mostly attempt to discredit Hillary Clinton rather than promote his own policies. Clinton’s commercials also attempted to discredit her opponent primarily, but she has yet to release a new strategic campaign. Though it is more presidential for a candidate to finally endorse a commercial that is self-focused, rather than offensive, the motives in his case are questionable. Did he want to highlight his ideas for the further betterment of women’s equality, or did he merely hope to paint himself in a better light than what the media has ( such as his offensive comments and actions toward women)? Maybe this commercial is doing both, but it is hard to take his daughter’s words as credible being that she is his daughter.