An advertisement released by the Ontario government that stirred controversy with U.S. President Donald Trump has been deemed successful by experts in political communication, despite not yielding the expected results. Experts believe the ad is unlikely to face significant legal challenges in the U.S., as the country allows a broad scope for political commentary.
The ad, currently airing in the U.S., features audio excerpts critical of tariffs from a 1987 speech by former U.S. President Ronald Reagan. Trump publicly denounced the ad as “fake,” leading to the abrupt halt of trade discussions and accusing Canada of interference in a forthcoming U.S. Supreme Court decision.
According to Alex Marland, a professor at Acadia University specializing in political messaging, the ad effectively captured attention and resonated with viewers, evident from Trump’s strong reaction. While the success of Ontario’s objectives remains uncertain, Marland suggests extending the ad’s duration to garner more U.S. media coverage before removing it.
Ontario Premier Doug Ford announced the $75 million campaign will conclude on Monday, having successfully reached high-level U.S. audiences. The Ronald Reagan Presidential Foundation and Institute criticized the ad for selectively using audio and video of the late president, contemplating legal action. However, Marland notes that regulations regarding political ad content have evolved, minimizing concerns over manipulation or misleading information.
Jacob Neiheisal, an associate professor of political science at the University at Buffalo, anticipates limited success for legal action by the foundation due to U.S. courts historically favoring a hands-off approach to political speech. While the ad may attract attention in the U.S., Neiheisal suggests it might not sway Trump-supporting Republicans and could provoke a negative response for seeming like foreign interference.
Elly Alboim, a strategic communications expert at Earnscliffe Strategies and an associate professor at Carleton University, questions the ad’s efficacy, emphasizing the importance of audience reach and clarity. Alboim highlights that the ad employs common journalistic practices by using excerpts from Reagan’s speech, which is in the public domain.
Alboim also raises concerns over Trump’s extreme reaction to the ad and questions the specific trigger that prompted the termination of negotiations. The effectiveness of the ad, she notes, will depend on its reception and ability to motivate action among viewers.
