I’ll be very brief.
There is an age old axiom in advertising - of which political campaigns are a part - it goes like this:
Match the content and quality of your message to your target audience.
In light of the content and quality of the current campaigns being run by our two candidates, I would say they have an extremely low opinion of their target audience - this nation’s electorate.
Trump can’t stop alienating his would-be supporters and Clinton can’t stop lying.