Stop attacking Donald Trump's politics. Attack his character instead.
Anti-Trump ads should be focusing on his actual personality, not his half-baked policies


Some Republicans, at least, are starting to cotton up to the idea that if you don't want someone to win, maybe you attack him. Marco Rubio has begun attacking Donald Trump on the stump. It's a pretty timid jab, but a significant one for the very message-disciplined candidate who has tried to run a positive campaign.
The problem is that he's been doing it wrong. Conservatives have insisted on attacking Trump on policy, and in one direction: charging him for not being right-wing enough.
In what may be the most frustrating news to come out of a very infuriating election cycle, Politico describes the reasons why the GOP's mega-donors and heavy hitters are afraid of launching a wave of attack ads. Only 4 percent of the $238 million in advertising spent by big-money groups so far has targeted Trump. One reason is sheer cowardice (they're afraid Trump might hit back). But another reason is that previous ads didn't work.
Subscribe to The Week
Escape your echo chamber. Get the facts behind the news, plus analysis from multiple perspectives.

Sign up for The Week's Free Newsletters
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
But these ads are practically designed not to work, because they only reinforce Trump's message. The ads either decry Trump for being politically incorrect, or describe him as not a traditional conservative. Both things are precisely his appeal, and both boil down to "He's not one of the guys you hate." The ads are saying: "All those reasons you like Trump? They're really true!"
The reason why Trump shouldn't be president, fundamentally, is not his position (or lack thereof) on this or that issue. Trump doesn't care about the border wall or ObamaCare (whatever his position on it is this week). The reason Trump shouldn't be president is because he's probably a sociopath.
So this is what the attack ads should focus on. The ads should focus on what people like about him, and invert it. As Ross Douthat put it in a column last month:
So don't tell people that he doesn't know the difference between Kurds and the Quds Force. (They don't either!) Tell people that he isn't the incredible self-made genius that he plays on TV. Tell them about all the money he inherited from his daddy. Tell them about the bailouts that saved him from ruin. Tell them about all his cratered companies. Then find people who suffered from those fiascos — workers laid off following his bankruptcies, homeowners who bought through Trump Mortgage, people who ponied up for sham degrees from Trump University. (...) If you want to persuade his voters that his "New York values" are a problem for them, put his alleged dealings with the Mafia on the table. [The New York Times]
Would these ads work? Well, they just might work enough to puncture his aura of inevitability and maybe, just maybe, keep his ceiling low enough to allow a non-Trump candidate to break through. They sure as heck would work better than doing nothing.
If not now, we'll find out how well they work once Trump has the nomination locked up and Hillary Clinton starts airing them.
Sign up for Today's Best Articles in your inbox
A free daily email with the biggest news stories of the day – and the best features from TheWeek.com
Pascal-Emmanuel Gobry is a writer and fellow at the Ethics and Public Policy Center. His writing has appeared at Forbes, The Atlantic, First Things, Commentary Magazine, The Daily Beast, The Federalist, Quartz, and other places. He lives in Paris with his beloved wife and daughter.
-
The ETA: how new UK travel rules may affect you
The Explainer Full roll-out of Britain's new travel scheme is designed to be easy, but some have already faced problems
By Rebekah Evans, The Week UK Published
-
Arts on prescription: why doctors are prescribing museums and comedy
In The Spotlight Stressed-out patients in Switzerland are being prescribed a trip to the museum to boost their mental wellbeing
By Chas Newkey-Burden, The Week UK Published
-
Shompole Wilderness Camp: reconnect with nature at this secluded retreat
The Week Recommends This luxurious family-run camp in southern Kenya has access to more than 350,000 acres of pristine savannah
By Sorcha Bradley, The Week UK Published
-
The JFK files: the truth at last?
In The Spotlight More than 64,000 previously classified documents relating the 1963 assassination of John F. Kennedy have been released by the Trump administration
By The Week Staff Published
-
'Seriously, not literally': how should the world take Donald Trump?
Today's big question White House rhetoric and reality look likely to become increasingly blurred
By Sorcha Bradley, The Week UK Published
-
Will Trump's 'madman' strategy pay off?
Today's Big Question Incoming US president likes to seem unpredictable but, this time round, world leaders could be wise to his playbook
By Sorcha Bradley, The Week UK Published
-
Democrats vs. Republicans: who are the billionaires backing?
The Explainer Younger tech titans join 'boys' club throwing money and support' behind President Trump, while older plutocrats quietly rebuke new administration
By Harriet Marsden, The Week UK Published
-
US election: where things stand with one week to go
The Explainer Harris' lead in the polls has been narrowing in Trump's favour, but her campaign remains 'cautiously optimistic'
By Harriet Marsden, The Week UK Published
-
Is Trump okay?
Today's Big Question Former president's mental fitness and alleged cognitive decline firmly back in the spotlight after 'bizarre' town hall event
By Harriet Marsden, The Week UK Published
-
The life and times of Kamala Harris
The Explainer The vice-president is narrowly leading the race to become the next US president. How did she get to where she is now?
By The Week UK Published
-
Will 'weirdly civil' VP debate move dial in US election?
Today's Big Question 'Diametrically opposed' candidates showed 'a lot of commonality' on some issues, but offered competing visions for America's future and democracy
By Harriet Marsden, The Week UK Published