Campaigning for Hearts and Minds: How Emotional Appeals in Political Ads Work (Studies in Communication, Media, and Public Opinion) - Softcover

Book 14 of 14: Studies in Communication, Media, and Public Opinion

Brader, Ted

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9780226069890: Campaigning for Hearts and Minds: How Emotional Appeals in Political Ads Work (Studies in Communication, Media, and Public Opinion)
Softcover
ISBN 10: 0226069893 ISBN 13: 9780226069890
Publisher: University of Chicago Press, 2006

Synopsis

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 the music or imagery of ads while retaining the same text provokes completely different responses. He reveals that politically informed citizens are more easily manipulated by emotional appeals than less-involved citizens and that positive "enthusiasm ads" are in fact more polarizing than negative "fear ads." Black-and-white video images are ten times more likely to signal an appeal to fear or anger than one of enthusiasm or pride, and the emotional appeal triumphs over the logical appeal in nearly three-quarters of all political ads.

Brader backs up these surprising findings with an unprecedented survey of emotional appeals in contemporary political campaigns. Politicians do set out to campaign for the hearts and minds of voters, and, for better or for worse, it is primarily through hearts that minds are won. Campaigning for Hearts and Minds will be indispensable for anyone wishing to understand how American politics is influenced by advertising today.

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About the Author

Ted Brader is assistant professor of political science and faculty associate at the Center for Political Studies of the Institute for Social Research at the University of Michigan.

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Publisher
University of Chicago Press
Publication date
2006
Language
English
ISBN 10 
0226069893
ISBN 13 
9780226069890
Binding
Paperback
Number of pages
280
Rating
  • 3.37 out of 5 stars
    46 ratings by Goodreads

Other Popular Editions of the Same Title

9780226069883: Campaigning for Hearts and Minds: How Emotional Appeals in Political Ads Work (Studies in Communication, Media, and Public Opinion)

Featured Edition

ISBN 10:  0226069885 ISBN 13:  9780226069883
Publisher: University of Chicago Press, 2005
Hardcover