Donald Trump's speech was dark and frightening - but was it effective?
If America is truly a wasteland of crime and economic despair, and if fear of Islamic terrorism is stalking every family, then Donald Trump will be the next President of the United States.
Overnight, at his Republican Party acceptance speech, he portrayed a once proud nation as on the verge of chaos.
The problem is that this speech had no message of optimism, no vision, no uplifting imagery.
Kennedy outlined a vision of service, "ask what you can do for your country". Reagan compared America to a shining city on a hill. Clinton had his "I believe in a place called Hope".
Donald Trump had fear. It was dark and frightening. But was it effective?
I don't think that Americans are going to be sold on this. It went down moderately well in the hall. But outside, I suspect moderate and middle class Americans are simply not going to recognize the country that Donald Trump was describing.
His populist, anti-global, America First agenda has its supporters. Trump was able to secure the Republican nomination with this rhetoric.
But for the next three months the contest moves to the centre ground in battleground states. Trump is going to struggle to be seen as battle-tested and ready for the Oval Office. Minorities - who represent a third of all voters - will flock to Hillary Clinton's banner.
So now that the Republican convention is over, and with the Democrats gathering in Philadelphia next week, we can confidently say this: Advantage Team Clinton.