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Campaigning for Hearts and Minds (Paperback, New edition)
Loot Price: R992
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Campaigning for Hearts and Minds (Paperback, New edition)
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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.
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