TY  - BOOK
AU  - Brader,Ted
TI  - Campaigning for hearts and minds: how emotional appeals in political ads work 
T2  - Studies in communication, media, and public opinion
SN  - 9780226788302
AV  - JA74 
U1  - 324.7/3 22
PY  - 2020///
CY  - Chicago
PB  - University of Chicago Press
KW  - Political psychology
KW  - Advertising, Political
KW  - Communication in politics
KW  - Persuasion (Psychology)
KW  - Emotions and cognition
KW  - Emoties
KW  - Reclamefilms
KW  - Verkiezingscampagnes
KW  - Psychologie politique
KW  - Publicit�e politique
KW  - Communication politique
KW  - Persuasion (Psychologie)
KW  - �Emotions et cognition
KW  - 89.56 political communication
KW  - bcl
KW  - eclas
KW  - Aspects psychologiques
KW  - Comportement politique
KW  - Publicit�e
KW  - fast
KW  - Gef�uhl
KW  - gnd
KW  - Politische Psychologie
KW  - Politische Werbung
KW  - Wahlpropaganda
KW  - Politische Kommunikation
KW  - gtt
KW  - POLITICAL SCIENCE / General
KW  - bisacsh
KW  - Etats-Unis d'Am�erique
KW  - Book
N1  - 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
N2  - 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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ER  -