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Campaigning for Hearts and Minds
Ted Brader
€ 37.99
€ 29.91
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Description for Campaigning for Hearts and Minds
Paperback. Useful for those wishing to understand how American politics is influenced by advertising, this scientific study examines the effects these emotional appeals in political advertising have on voter decision-making. It contains experiments, conducted by the author during an election, with truly eye-opening results that upset conventional wisdom. Series: Studies in Communication, Media & Public Opinion. Num Pages: 280 pages, 14 tables, 52halftones, 30line drawings. BIC Classification: 1KBB; JPA; JPVL. Category: (P) Professional & Vocational. Dimension: 228 x 151 x 20. Weight in Grams: 428.
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 ... Read more
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 ... Read more
Product Details
Format
Paperback
Publication date
2006
Publisher
The University of Chicago Press United States
Number of pages
280
Condition
New
Series
Studies in Communication, Media & Public Opinion
Number of Pages
280
Place of Publication
, United States
ISBN
9780226069890
SKU
V9780226069890
Shipping Time
Usually ships in 7 to 11 working days
Ref
99-50
About Ted Brader
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.
Reviews for Campaigning for Hearts and Minds
"A terrific book. Brader takes contemporary political psychology to campaign ads and discovers something novel in the process. Emotions matter - but not in the ways we commonly suppose. Brader's book breaks our reliance on that easy understanding and forces us to think more consciously about how images, emotions, cognitions, and political choices are bound together." - Michael MacKuen, coauthor ... Read more