Ordinary People in President Donald Trump's Tax Reform Speech

Donald Trump speaking on tax reform

How does a president sell an unpopular tax plan? Surrounded by Christmas trees, President Donald Trump discussed tax reform from the White House yesterday. The Republican Party's proposed tax reform plan has led to much controversy, as some authorities think that it gives disproportionate tax cuts to very rich people, while others worry that some ordinary Americans will actually pay more in taxes. The possibility that much of the tax savings will go to overseas corporations has received less attention, but there seems to be good reason to think that is likely. Others express the unpopular view that no tax cut is needed at this time. Numerous pundits have complained that the tax plan was hastily written and poorly studied.

Of course, no one likes to pay taxes, and Mr. Trump's campaign and his inaugural address pictured him as a populist who would stand up for the ordinary, forgotten American. So, how to sell the tax plan? Mr. Trump returned to his populist roots to pitch the proposed tax plan as a bonus for the American people.

First, Mr. Trump emphasized those parts of the proposal that target ordinary Americans, while skimming past the tax cuts for large corporations. He promised to cut unspecified "special interest loopholes" and to lower "tax rates for families." He promised that "A lot of jobs are going to be created with the money that you spend--very special." 

He also promised that "We want to give you, the American people, a giant tax cut for Christmas. And when I say giant, I mean giant." He said that "The typical family of four earning $75,000 will see an income tax cut of more than $2,000, slashing their tax bill in half. It's going to be a lot of money." He promised to "expand the child tax credit for working families" (which has actually led to much controversy among Republicans in Congress).


Typical, ordinary Americans turned out, as far as this event was concerned, to consist of people from pro-Trump regions. So, Mr. Trump introduced Bryant and Ashley Glick from rural Pennsylvania, promising to reduce their tax bracket. Mr. Glick then commented that he would use the tax break for "home renovations." Next, the Kovacs family from Ohio, who Mr. Trump said would get "nearly one-third of their money back," talked about home renovations and saving for their children's college. The Giampolo family from Polk County, Iowa, Leon and Maria Benjamin from Richmond, Virginia, and the Howard family from Tenino, Washington expressed similar sentiments. Ending his speech, Mr. Trump asserted that Democrats actually liked the plan but opposed it for purely political reasons, and summarized that "With your help, we will bring back our jobs; we will bring back our wealth as a country; and, for every citizen across this beautiful land, we will bring back our great American Dreams."

There was no better way to identify with ordinary Americans than to bring them to the White House and give them a chance to speak. Linguist George Lakoff explains that people make political decisions on emotions, not logic. Mr. Trump did present a few facts and figures, but he ignored criticisms of the proposal and drew attention to ordinary, mostly rural Americans. This was powerful, populist, and emotional. Was it enough to make his case? Time will tell.