Donald Trump’s mugshot, the first of a former US president, is a priori a source of humiliation. But the billionaire, champion in political communication, has already transformed it into a formidable advertising weapon for the presidential election of 2024.
Head slightly tilted forward, very hard, even aggressive look, as a sign of defiance: the photo of the 45th President of the United States of America, immortalized by the services of the sheriff of Atlanta, has been around the world since Thursday evening.
>> Lire: Donald Trump was briefly placed under arrest in Atlanta
The tabloid New York Post, owned by conservative magnate Rupert Murdoch, made its front page on Friday, with the photograph taking up a full page, untitled. On the contrary, the New York Times, a newspaper classified on the left in the United States, reduced the image to the size of a medallion to illustrate an article also on the front page, but which shares it with the alleged death of the leader of the group. Russian Wagner, Evgeni Prigojine.
Persecuted “Heroes”
As soon as the legal cliché was made public, supporters of Donald Trump presented the former Republican president as a “hero” victim of persecution and a “witch hunt” orchestrated by the Democrats of the current head of state. Joe Biden.
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The latter is careful not to comment on the four indictments of his predecessor, but, to a journalist who asked him on Friday if he had seen the famous photograph, Joe Biden replied with a smile: “I saw it on television. A good looking guy”.
For its part, the “Trump 2024” campaign team immediately surfed on the “mug shot” effect by launching an appeal to every American “patriot”. This statement claims that “the shadow state is trying to make President Trump public enemy number one in order to dare to challenge the corrupt ruling class of Washington” and denounces an “official legal photograph which presents him as a criminal in the eyes of the whole world.”
Resell the cliché
But “President Trump will never give up on our mission to make America great again”, hammer his supporters, demanding 47 dollars in contribution for a new fundraiser from the Republican candidate, well ahead of the polls for the primaries of his party in 2024.
In exchange, everyone is offered a white T-shirt printed with the identity photograph under which is displayed the slogan “Never surrender!” (“Never surrender!”).
For Daniel Binns, British boss of the New York political marketing agency Interbrand, the diversion of the cliché makes it an “extremely powerful” derivative of the Trump “brand”. The former tycoon has a form of political “advertising genius”, according to this expert.
Back to X
The snapshot also marks the return of Donald Trump to the social network Twitter, renamed X. His last publication on this platform, formerly his favorite communication channel, dated back to January 8, 2021. He had been banned from it after the January 6 attack. 2021 against the Capitol, in Washington, led by his supporters. This ban has since been lifted.
One of the Trump sons, Donald Jr., reposted the image of his father, along with a threatening message: “Hey shadow state coming to get you. See you Jan 20 2025”, the date of the assumption of office of the president who will be elected on November 5, 2024.
And for Georgia Republican Rep. Marjorie Taylor Greene, ranked far right, this photograph of “our president […] is the one that will win the presidential election of 2024”.
>> Also listen to the subject of La Matinale on the judicial photos of celebrities: Donald Trump adds to the list of court photos of celebrities / La Matinale / 1 min. / Friday at 06:31
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2023-08-28 07:48:04
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