Free Download Campaigning for Hearts and Minds How Emotional Appeals in Political Ads Work (Studies in Communication Media and Public Opinion)
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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 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. Environment: News & features - The Telegraph 23 Apr 2017 10:01pm Comment: With education and technology Brexit Britain can engineer its way to greater prosperity AXScom - Official Tickets and Your Source for Live The AXS Cookie Policy This website like most others uses cookies in order to give you a great online experience By continuing to use our website you accept to our History Flashcards Quizlet Start studying History Learn vocabulary terms and more with flashcards games and other study tools Texarkana Gazette Texarkana Breaking News The Texarkana Gazette is the premier source for local news and sports in Texarkana and the surrounding Arklatex areas Stealth Euthanasia: Health Care Tyranny in America Health Care Tyranny in America (Hospice Palliative Care and Health Care Reform) News: Breaking stories & updates - News Telegraph Latest breaking news including politics crime and celebrity Find stories updates and expert opinion International News Latest World News Videos & Photos Get the latest international news and world events from Asia Europe the Middle East and more See world news photos and videos at ABCNewscom Political positions of Hillary Clinton - Wikipedia Hillary Clinton the nominee of the Democratic Party for president of the United States in 2016 has taken positions on political issues while serving as First Lady Archives - Phillycom Archives and past articles from the Philadelphia Inquirer Philadelphia Daily News and Phillycom US News Latest National News Videos & Photos - ABC ABC News' Lana Zak gets tips on how to make the perfect guacamole from Oyamel Cocina Mexicana's head chef Omar Rodriguez
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