Campaigning for Hearts and Minds: How Emotional Appeals in Political Ads Work (Studies in Communication, Media & Public Opinion)

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9780226069890: Campaigning for Hearts and Minds: How Emotional Appeals in Political Ads Work (Studies in Communication, Media & Public Opinion)
Review:

"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 of Affective Intelligence and Political Judgment"

From the Publisher:

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 to 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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Brader, Ted
Editorial: University Of Chicago Press (2006)
ISBN 10: 0226069893 ISBN 13: 9780226069890
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Descripción University Of Chicago Press, 2006. Paperback. Estado de conservación: New. book. Nº de ref. de la librería 0226069893

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Brader, Ted
Editorial: University Of Chicago Press (2006)
ISBN 10: 0226069893 ISBN 13: 9780226069890
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Descripción University Of Chicago Press, 2006. Estado de conservación: New. Brand New, Unread Copy in Perfect Condition. A+ Customer Service! Summary: 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. Nº de ref. de la librería ABE_book_new_0226069893

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Brader, Ted
Editorial: The University of Chicago Press, United States (2006)
ISBN 10: 0226069893 ISBN 13: 9780226069890
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Descripción The University of Chicago Press, United States, 2006. Paperback. Estado de conservación: New. New edition. 223 x 150 mm. Language: English . Brand New Book. 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 to 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. Nº de ref. de la librería AAZ9780226069890

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Brader, Ted
Editorial: The University of Chicago Press, United States (2006)
ISBN 10: 0226069893 ISBN 13: 9780226069890
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Descripción The University of Chicago Press, United States, 2006. Paperback. Estado de conservación: New. New edition. 223 x 150 mm. Language: English . Brand New Book. 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 to 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. Nº de ref. de la librería AAZ9780226069890

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Brader, Ted
Editorial: The University of Chicago Press
ISBN 10: 0226069893 ISBN 13: 9780226069890
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Descripción The University of Chicago Press. Paperback. Estado de conservación: new. BRAND NEW, Campaigning for Hearts and Minds: How Emotional Appeals in Political Ads Work (New edition), Ted Brader, 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 to 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. Nº de ref. de la librería B9780226069890

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Descripción Estado de conservación: Brand New. Book Condition: Brand New. Nº de ref. de la librería 97802260698901.0

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Brader, Ted
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Descripción Univ of Chicago. Estado de conservación: BRAND NEW. BRAND NEW Softcover A Brand New Quality Book from a Full-Time Bookshop in business since 1992!. Nº de ref. de la librería 2096927

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Editorial: The University of Chicago Press 2006-01-10, Chicago, IL (2006)
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Descripción The University of Chicago Press 2006-01-10, Chicago, IL, 2006. paperback. Estado de conservación: New. Nº de ref. de la librería 9780226069890

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Brader, Ted
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ISBN 10: 0226069893 ISBN 13: 9780226069890
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Descripción The University of Chicago Press, 2006. Estado de conservación: New. 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. . 2006. New ed. Paperback. . . . . . Nº de ref. de la librería V9780226069890

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Brader, Ted
Editorial: Univ of Chicago
ISBN 10: 0226069893 ISBN 13: 9780226069890
Nuevos Tapa blanda Cantidad: 1
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Descripción Univ of Chicago. Estado de conservación: BRAND NEW. BRAND NEW Softcover A Brand New Quality Book from a Full-Time Bookshop in business since 1992!. Nº de ref. de la librería 2339036

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