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On June 16, 2016, Donald Trump represented a shift in conventional political discourse. The issues and the way he addressed them in the speech where he announced his presidential campaign had a major effect on the U.S. audience. Political persuasion through speech presents a problem when the stance taken supports extreme nationalism, when it works on the lie as truth, or when it obeys aspects of a policy of fear over the viewers. The discursive reproduction of the abuse of power and social inequality is a problematic notion in itself and therefore also requires detailed theoretical analysis. With the help of the conceptual metaphor, the themes that the candidate touches on in his discourse will be revealed, in order to globally organize the meaning of the same; making known which are the main ones and of greatest interest to him. Likewise, at the moment of decomposing the discourse, power and dominion relations will be revealed that express an excessive American pride, characteristics of extreme populism and the use of a politics of fear.