That's half right. Traditional argumentative messaging doesn't work so much any more. But you can get people's attention for 5 seconds with ads on YouTube and other places. The images matter.
When I was in grad school, I did a paper on advertising in America in the 20th century. It was so bizarre to see ads in the old days. They were like newspaper articles. They would have at least dozens of words, if not hundreds. They were trying to convince people that their products were better. By the 80s, the ad pros realized that pictures are a thousand words; that a good logo is better than all those old text ads put together; etc.
Political media has been a bit slow to catch onto those trends, but the social media environment is forcing them to. Mazda used to sell cars with "zoom zoom zoom." That's the sort of thing we can do.
And this is why MAGA was successful for Trump. It's unfortunately a great slogan. It's so great that it's become its own political category. Meanwhile, Hillary had "I'm With Her," the worst slogan I can remember. MAGA is now worn out, and I don't know if Trump has anything new. "We're not going back" is very good.