Why

Although the rhetoric within debates and in interviews include details about Hillary’s emails, her emails are not the focus of campaign ads, but rather are used as a piece of evidence why she is untrustworthy and should not be president.

In this campaign ad, Clinton’s emails are just a reason against her own rhetorical question asking why isn’t she 50 points ahead (full statement seen here).

The political campaign ad above, fits into two main categories of political ads: examining the record of the opposition and clarifying the comments of the opposition. While clarifying the comments of the opposition, explaining ‘why’ Clinton isn’t 50 points ahead, the ad uses her own record, an outside person of authority, Comey, the FBI director saying her emails contained classified information, along with criticizing her policies in the middle east and her comment calling half of Trump’s supports a “basket of deplorables).

The ad tried to make her emails and her deplorable comment on par with terrorism and the spread of ISIS. Showing Clinton speaking in the same filter and soundtrack as what appears to be ISIS fighters. The ad ends with Trump in a bright filter, wearing the ‘Make America Great Again’ cap and a big thumbs up.

The rhetoric is clear, simple and straight forward, not detailing or mentioning any policies, nor including what the ‘classified’ information was. The emails are just used as a sound byte to try to remind voters the she ‘messed up’ and is ‘untrustworthy’. However, with the FBI director saying her emails did include classified information makes her seem guilty, and relating her been guilty of the email controversy to her also being guilty of the rise and spread of ISIS, even though that has not been proven, it is proven in the rhetorical situation by association.