Pleading the fifth amendment isnt inherently an admission of guilt. Even if you do it hundreds of times in a single interview, there is a legal right to protect oneself from self-incrimination.
However, sometimes in the court of public opinion, a persons own words come back to bite them. For example, suppose a person is being accused of criminal activity, and they rely on the fifth amendment extensively, but just a few years ago, they made repeated public statements insisting that guilt was the only reason to ever invoke the 5th, and that anyone who hid anything from investigators must be guilty. Perhaps they even led crowds in chants calling for such an individual to be locked up.
Enter MeidasTouch and their newest political ad, which reminds Trump, and the rest of us, that he has insisted that pleading the fifth is proof of guilt.
Trumps view hasnt stopped multiple people connected to him (including his son Eric Trump) from pleading the fifth amendment in multiple cases, including the investigation into the January 6th attack, and the investigation into Trump Organization financial practices. Nor does he seem to think his if youre innocent, what have you got to hide attitude, displayed towards Hillary Clinton before the 2016 election, applies to him, as hes insisted hes the victim of a witch hunt while fighting in court to keep records from taxes to White House visitor logs secret.