This ad is clearly targeted towards women, a group that Trump has been having trouble identifying with throughout the election. It focuses on women and their roles in 21st century America. In some ways, this can be taken negatively. For example, the title of the ad is literally “Motherhood” which may turn off some women by suggesting that their only legitimate purpose is to be a loving mother. But in the ad itself, the advertisers use Ivanka Trump the self-proclaimed “mother, wife, and entrepreneur” to represent that women can and should be more than that. Throughout the ad there is a focus on Trump’s reforms that support women in the workforce and in the family.
This is also one of the few Trump ads that isn’t directly attacking Hilary Clinton. In those that do, ominous music, dim lighting, and horror film-esque effects are used to portray her as a terrible person whose sole purpose is to run the country into the ground. In “Motherhood” however, the advertisers employ bright lighting, beaming faces of women and children, and uplifting music to convey a happy and bright new world for women under Trump’s leadership.