In his memo “ Language, A Key Mechanism of Control,” Newt Gingrich was one of the first Republican politicians to formulate a rhetorical strategy based on positive and negative language.

Positive language (“glittering generalities”): https://propagandacritic.com/index.php/propaganda-examples/newts-glittering-generalities/
Negative language (“name calling”): https://propagandacritic.com/index.php/propaganda-examples/newts-name-calling-words/

The works of Republican talking bobblehead Frank Luntz also reveal conservative rhetorical strategies.

George Lakoff analyzes the differing frames used by conservatives and liberals; his books and videos are helpful in analyzing political arguments.

According to an ex-wife, one of Trump’s bedside books was the speeches of Adolph Hitler — not Mein Kampf, but the speeches. Rhetoric, not ideology, is Trump’s chief concern.