Have you noticed promoters on some infomercials and TV ads deliver their dialogue in a setting where a loud background environment is created to permit them to YELL on camera?
“I am traveling the country to tell you about …” the announcer screams as big trucks zoom past in the background.
“I am at this construction site to show you …” the promoter yells to overcome the cacophony of a construction operation, echoing with jackhammers and drills.
Since commercials are taped in a pre-staged environment, these settings are manipulated to make it seem that the announcer needs to yell to be heard.
Many advertisers use this practice for one reason: When promoting by yelling, sales go up. If yelling didn’t work, they wouldn’t do it.
Some consumers eagerly buy when influenced by a sales pitch filled with energy, passion and excitement, regardless of whether the product or service is of use or offers them value.
Yes, many humans are that stupid.
Has a pair of the religious faithful knocked on your door with a faith-based message? Have any of these folks tried to convince you that “the sky is blue” or that “the moon is round?” I dare say no.
People knock on your door to advocate for what is not obvious or to offer a premise that is unprovable. No one intends to inform you of what is already proven true.
For some faiths, the playbook is to show piety, conservative values (like dressing in clothes popular 50 years ago), and blind commitment to a particular belief perspective.
I am all for people of faith knocking on my door and encouraging discussions about beliefs, the truth, and fostering religious thought.
But some fall into a trap — they love feeling the passion of faith without understanding the content of their offerings. Some less prepared never knock on my door a second time.
For many, packaging is everything, and the contents, the facts, or reality, are to be ignored.
President Donald Trump is a master of messaging.
Trump knows that with proper packaging, whether true or false, his supporters will accept everything he says as gospel.
Trump uses several modes of packaging to promote his messages.
Bragging. Trump often claims that he is the smartest, healthiest, and most successful president in American history. If these traits were self-evident, would there be a need to prove them?
The cognitive test Trump took years ago, the basis of his claim, is an evaluation designed to detect dementia, called the Montreal Cognitive Assessment Test. It does not assess I.Q.
Trump’s claim that he received “the highest mark” for an I.Q. is an impossible claim. I.Q. is scored on a bell-shaped curve with no “top number.” Marilyn vos Savant scored the highest I.Q. recorded at 228, but higher scores are possible. Even so, 180 is less than 228.
Rebranding. Trump likes to change names, hoping a new name instantly transforms reality.
Trump announced he wants to rename the Department of Defense as the Department of War. “War” sounds so aggressive, powerful and mighty. Yet the name change itself will not make our military more aggressive, powerful, or more mighty.
Trump renamed the Gulf of Mexico as the Gulf of America. This rebranding did not automatically make this body of international water American property.
Why not call the Transcontinental Railroad the “Binary Continental Railroad?” Why not rename the Transatlantic Cable the “Male and Female Only Atlantic Cable?”
Rebranding creates an illusion that something has changed, yet nothing has changed.
Contrasting Opposites: Trump characterizes his political opponents as “radical left lunatics” and “socialists and communists” (May 2025). Trump said in June 2024 that Joe Biden “is a man who is really looking to destroy our country. He’s the worst, the most corrupt, the most incompetent president in the history of our country.”
This is Trump playing “good versus evil.” If he calls someone weak, he must be strong. If Trump says an opponent is corrupt and evil, that makes him righteous and honest.
Because of packaging, the Trump faithful believe Trump is a genius, discount his frequently demonstrated cognitive feebleness, and ignore his wildly false statements.
I don’t fault Trump for spewing falsehoods, rebranding, contrasting opposites, or bragging. Republican politicians, conservative media, and the MAGA faithful are what give him credence and authority.
Shame on those who like the wrapper but ignore the contents. Shame on those who empower Donald Trump.
Jonathan Kraut directs a private investigations agency, is the CEO of a private security firm, is the CFO of an accredited acting conservatory, former college professor and dean, is a published author, and a Democratic Party activist. His column reflects his own views and not necessarily those of The Signal or of other organizations.
