Campaigning for Hearts and Minds: How Emotional Appeals in Political Ads Work

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It is common knowledge that televised political ads are meant to appeal to voters' emotions, yet little is known about how or if these tactics actually work. Ted Brader's innovative book is the first scientific study to examine the effects that these emotional appeals in political advertising have on voter decision-making. At the heart of this book are ingenious experiments, conducted by Brader during an election, with truly eye-opening results that upset conventional wisdom. They show, for example, that simply changing ...

Campaigning for Hearts and Minds: How Emotional Appeals in Political Ads Work 2006, University of Chicago Press, Chicago, IL

ISBN-13: 9780226069890

Trade paperback

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Campaigning for Hearts and Minds: How Emotional Appeals in Political Ads Work 2005, University of Chicago Press, Chicago, IL

ISBN-13: 9780226069883

Hardcover

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