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

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

byTed Brader

Paperback | January 1, 2006

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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.

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.

Details & Specs

Title:Campaigning for Hearts and Minds: How Emotional Appeals in Political Ads WorkFormat:PaperbackDimensions:280 pages, 9 × 6 × 0.9 inPublished:January 1, 2006Publisher:University Of Chicago PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0226069893

ISBN - 13:9780226069890

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Extra Content

Table of Contents

List of Tables and Figures
Acknowledgments
1. Appealing to Hopes and Fears
2. The Art and Science of Campaigning
3. The Political Psychology of Emotional Appeals
4. Emotion and the Motivational Power of Campaign Ads
5. Emotion and the Persuasive Power of Campaign Ads
6. Emotional Appeals in Ad Campaigns
7. Hearts and Minds: Rethinking the Role of Emotion in Political Life
Appendix A. Experiments: Question Wording and Sample
Appendix B. Multivariate Statistical Analyses: Full Results
Appendix C. Advertising Content Analysis: Coding Rules
Notes
References
Index