How to Sell a Tax Plan

Republicans understand American frustration with taxes, as was more than evident in the last GOP debate: every GOP candidate believes in some combination of reforms and cuts to the tax code. However, the specificities of each candidate’s tax plan and the rhetoric they used to present their plans during the GOP debate highlight just how each candidate is trying to appeal to a certain portion of the populace. Here are just a few quotes that highlight who each candidate is trying to appeal to:
The Family Men
“… a family of four pays nothing on the first $36,000. – Senator Ted Cruz (R-Texas)
“… my tax plan is a pro-family tax plan. – Senator Marco Rubio  (R-Fla.)
“… my plan actually gives the middle class the greatest break: $2,000 per family.” – Former Florida Governor Jeb Bush
It’s no secret that Republicans have a firm belief in family values. By appealing to families Cruz, Rubio, and Bush are adding a moral dimension to their tax plans. Even if taxes and, more broadly, economics don’t make sense to all Americans, family values are something many Americans can relate to. Furthermore, family-friendly tax plans may help Republicans gain an edge over Democrats, which is an important consideration in light of the fact that only a handful of GOP candidates are currently projected to win in a head to head match up against democratic frontrunner Hillary Clinton.
Bernie Sanders (I-Vt.) for example appears to have a tax plan that may place a greater financial burden on families. He stated that he supported a tax hike on American families in order to fund his proposed governmental programs, which he claims should help offset the tax hike. Former Secretary of State Hillary Clinton seems to be taking a more moderate approach. She has yet to give specific details, but she claims she would support a tax cut for middle class families. Thus, family-friendly tax plans may help Republicans attract voters from Sanders or may at least help them level the playing field with Clinton.
Small Business Advocates
“… a business flat tax of 16 percent. Now that applies universally to giant corporations that with lobbyists right now are not paying taxes, and as small business.” – Senator Ted Cruz
“We are lowering taxes on small business.” – Senator Marco Rubio
Republican President Calvin Coolidge famously said that, “The business of America is business” and the GOP candidates are clearly showing that they have an interest in promoting business, small business that is.  Appealing to small business has become increasingly popular among Republicans as they have tried to shake off claims that they only look out for large corporations. Furthermore, the emphasis on small business seems to be a response to the successful small business appeals that Democrats have made in the past and to Clinton’s current tax plan, which also supports small business. In addition to Cruz and Rubio appealing to small business in the presentation of their tax plans, several other candidates highlighted the importance of small business during the debate, including former Hewlett Packard CEO Carly Fiorina, Governor of Ohio John Kasich, and Jeb Bush.
Equality and Fairness
“[A flat tax plan] would spread the tax cut across all socioeconomic levels” – Senator Rand Paul (R-Ky.)
“… only if it’s (tax code) about three pages are you leveling the playing field …” – Carly Fiorina
In contrast to Democratic claims that Republicans like the current tax code since its loopholes often benefit large corporations, several GOP candidates made their case for  simpler tax code. Many, including Paul, Fiorina, and Cruz argued that a simpler tax code would level the playing field and give Americans a fair shot in the modern economy. This rhetoric almost appears to be drawn from the Democratic playbook since traditionally Democrats have been viewed to advocate for equality. However, it should be noted that that Republicans are still not advocating for equality of outcome as Democrats are but instead are advocating for equality of opportunity. A simpler tax code may give individuals the opportunity to navigate the tax code without the assistance of a lawyer, but in the end a more thorough analysis will need to be conducted to see exactly who the proposed tax codes benefit most.
While each candidate chose to promote their tax plan to a different subset of voters, it is more than clear that the GOP candidates were careful in choosing the precise populist rhetoric they felt would appeal to the viewers at home. In the end, the numbers may prove to be the most important aspect of the candidates’ tax plans. However, the road to the White House requires candidates to use their rhetorical skills to appeal to the American populace and so Wednesday’s debate may be just the beginning of the effort by GOP candidates to sell their tax plans through the use of populist appeals.