Harris Versus Trump: Merchandise as Metaphor

Donald Trump is known for the merchandise he peddles; whether it be his name on towers or casinos, the Trump brand is a huge money-maker. Politicians are expected to have available merchandise during campaign season so that the electorate can show their support. Trump, however, has taken campaign merchandise to a whole new level. By comparing Trump campaign merchandise to his Democratic opponent Harris’ campaign merchandise unintentional messages become apparent. Through a metaphor analysis, I consider the available merchandise from the 2024 campaign to ascertain inherent messages for the electorate. After a literature review of campaign branding, a discussion of metaphor, and an analysis of both campaigns’ merchandise, I draw conclusions about what merchandise says about the candidates, campaigns, and electorate.