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

Name: Campaigning for Hearts and Minds How Emotional Appeals in Political Ads Work
Price: 3.77 USD
Availability: InStock
ISBN: 9780226069890

ISBN-10: 0226069893

ISBN-13: 9780226069890

Edition: 2005

Authors: Ted Brader

List price: $34.00

30 day, 100% satisfaction guarantee!

Buy used: $34.55

Marketplace

3 new & used from $3.77

what's this?

Rush Rewards U
Members Receive:

You have reached 400 XP and carrot coins. That is the daily max!

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…

Book details

List price: $34.00
Copyright year: 2005
Publisher: University of Chicago Press
Publication date: 1/1/2006
Binding: Paperback
Pages: 280
Size: 0.66" wide x 0.89" long x 0.06" tall
Weight: 0.880
Language: English



List of Tables and Figures


Acknowledgments



Appealing to Hopes and Fears



The Art and Science of Campaigning



The Political Psychology of Emotional Appeals



Emotion and the Motivational Power of Campaign Ads



Emotion and the Persuasive Power of Campaign Ads



Emotional Appeals in Ad Campaigns



Hearts and Minds: Rethinking the Role of Emotion in Political Life



Experiments: Question Wording and Sample



Multivariate Statistical Analyses: Full Results



Advertising Content Analysis: Coding Rules


Notes


References


Index