Campaigning for Hearts and Minds: How Emotional Appeals in Political Ads Work
- ISBN-10
- 022678830X
- ISBN-13
- 9780226788302
- Category
- Political Science
- Pages
- 280
- Language
- English
- Published
- 2020-07-08
- Publisher
- University of Chicago Press
- Author
- Ted Brader
Description
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.
Get the book
Other editions
-
- 2006
- 302 pages
- Paperback
- University of Chicago Press
Similar books
-
Digital Cities: The Internet and the Geography of Opportunity
By Karen Mossberger, Caroline J. Tolbert, William W. FrankoTimberlake, Jeffrey M., AaronJ. Howell, and Amanda Staight. 2011. “Trends in the Suburbaniza— tion of Racial/ Ethnic Groups in U.S. Metropolitan Areas, ...
-
TVA and the Tellico Dam, 1936-1979: A Bureaucratic Crisis in Post-industrial America
By William Bruce Wheeler, Michael J. McDonaldFor example , on January 12 , 1972 , the newly - formed Timberlake Advising Boardcomposed of people from TVA , Boeing , various state agencies , and local ...
-
Encyclopedia of U.S. Political History
By Andrew Robertson, Michael A. Morrison, William G. ShadeIn 1816, Margaret married John Timberlake, a ship's purser in the U.S. Navy, but her conduct continued to be criticized. According to local gossip, ...
-
Drug Control Policy: Essays in Historical and Comparative Perspective
By William O. WalkerClark, Deliver Us From Evil, 218-23; Bonnie and Whitebread, The Marihuana Conviction, 5-15, 28, 32-45; Timberlake, Prohibition and the Progressive Movement, ...
-
Economic Politics in the United States: The Costs and Risks of Democracy
By William R. KeechNor was it to actasa centralized depository, an officeof discountfor commercialbanks, ora lender of last resort” (Timberlake 1978, p. 4).
-
Milton Friedman
By William RugerRichard Timberlake likewise thought Friedman was a “scintillating teacher” (Timberlake 1999, 22). Finally, Becker noted that “no course had anywhere near ...
-
The Libertarian Illusion: Ideology, Public Policy and the Assault on the Common Good
By William E. HudsonIdeology, Public Policy and the Assault on the Common Good William E. Hudson ... 191 Timberlake, Justin, 88 Tocqueville, Alexis de, 26 Townsend, Francis, ...
-
Taxing Choice: The Predatory Politics of Fiscal Discrimination
By William Shughart IIKrauss, Melvyn B., and Edward P. Lazear, eds. 1991. Searching for Alternatives: Drug-Control ... Paul, Randolph E. 1954. ... Timberlake, James, H. 1963.
-
A Short History of American Industrial Policies
By William R. NesterRichard H. Timberlake, The Origins of Central Banking in the United States ... Industrial Policy, and Rational Ignorance,” in Claude E. Barfield and William ...
-
The Boiling Point
By Todd WerdebaughIt 's like when someone judges you that way, and I know it 's because I 'm ... the one 's they judge and criticize have to deal with the pain they cause?