The Trump campaign has many problems, but one of the biggest is optics. Like so many others, the word “optics” has taken on a different meaning in recent years. When I was younger, it referred to the scientific study of light and refraction. Somewhere along the way, it became a “scientific-sounding buzzword for ‘public relations.'” Jeffrey Bairstow at Laser Focus World dates this modern use of the word to Robert Strauss, a special advisor to President Jimmy Carter in 1978. Mr. Strauss, when asked to comment on a meeting of business leaders at the White House, reportedly said, “It would be a nice optical step.” Mr. Bairstow helpfully translates, “In other words, such a gathering would be a nice piece of PR with plenty of photo ops.”

Campaigns are all about photo ops. Kissing babies, eating corn dogs, and stopping in at the local coffee shop are all “optics” for the campaign. And political rallies offer “optics” by the barrel-full. They are events that scream AMERICA with flags and red-white-and-blue bunting, and placards with the candidate’s name in the largest font possible, and hand-made expressions of interest. Like this one from a recent rally in Montana (credit: realnewsmontana.com).

There are a lot of optics there, and viewers can discern, without even working hard, that this is a rally for the Democrats. The social messages are clearly Democrat.

Now contrast that to this image.

Do you see? The vice presidential candidate for the Republican party seems to be supporting Kamala Harris since the second part of the sign’s sentiment (“chaos”) is blocked by supporters. What Advance Person missed that snafu? Even if the supporters weren’t blocking the message, would the sentiment make sense? And what a collection of unhappy people behind JD Vance. This is not good optics.

But by far, the worst optics come from the Big Guy himself. I wonder who conceived of the ubiquitous “You’re Fired” placard that appears at Trump rallies. It may have been himself since the slogan dates back to his finest hour, starring in NBC’s The Apprentice. A recent book about Trump, Apprentice in Wonderland by Ramin Setoodeh, posits that The Donald viewed the presidency as a continuation of his favorite role, just another episode in the reality show that ran for, well, several seasons. Like much in Trump’s life, it’s confusing.

Whoever it was should be fired. The placard has two lines, but the font size is so dominant on “You’re Fired” that in most cases, you can’t read the first line, which is “Lyin’ Kamala.” So what you see is “You’re Fired” behind a man running for president. Check it out.

Every time I see it, my mind reels. Dozens of Trump supporters with signs saying “You’re Fired” seem to convey the message that Trump should be fired. Of course, we know that is not the intended message. But the subliminal messaging is very bad, and the optics are terrible. But no one in the campaign seems to notice. ❧