Understanding Trump's communication and the basic function of his rhetorical appeal through speech codes is helpful. Trump depicted a nation where things are bad and going to get worse with the use of restricted code. That is unless he assumed control. Trump did this by avoiding standard political rhetorical flourishes. Trump's speech hits many of the usual Republican notes, though it also appears inelegant. Nevertheless, it resonated with his base. Past the superficial level, his announcement speech is remarkable for what it accomplishes.