Monetizing the Presidency

Tump Store cherry blossom White House

Last spring, Donald Trump launched his “Cherry Blossom Collection” available online at his Trump Store, complete with images of The White House appearing below the branding: Trump Hotels. Now for his encore performance, Trump has delayed the release of the Covid-19 economic stimulus checks so that his name can be added to the checks’ memo section. This break in protocol led me to imagine he might want a currency bill of his own. Which national leaders featured on U.S. paper bills would most compete with the highly-emotive Trump? There are two.

Jackson and Franklin on currency with facial coding

First, Trump’s favorite president, Andrew Jackson ($20) wins the sadness sweepstakes with eyebrows both raised and pinched together, creating waves of wrinkles across his forehead. Jackson’s mouth also shows sadness with left corner of his puckered mouth drooping. Second, Benjamin Franklin ($100) wins the defiantly on-guard award. His eyebrows are arched, his eyes wide, and his drawn-up chin collides with firmly pressed lips that hint at a smile while a smirk crowns the left corner of his mouth. It’s quite the feat: surprise in Franklin’s upper face, while his lower faces mixes together anger, disgust, and a hint of a smile overshadowed by contempt (i.e., the smirk).

Let’s imagine Trump really, really, really wants to win re-election. What might that take? My suggestion is that he substitute his characteristically angry, sad and disgust-ridden face for Woodrow Wilson’s tight-lipped look, and re-release the $100,000 gold certificate that was briefly in circulation amid the Great Depression. As unemployment skyrockets, I can’t think of more apt symbolism than that right now.

041620-03 100k Bill