000			03177nam a22003851i 4500
001			256390
003			TH-BaBU
005			20250307164657.0
008			200914s2020 ilu fob ||1 0 eng d
020			_a9780226788302 (electronic bk.)
020			_z9780226069883
040			_aUKMGB _beng _cTH-BaBU
050		4	_aJA74 _bB722C
100	1		_aBrader, Ted. _9120982
245	1	0	_aCampaigning for hearts and minds : _bhow emotional appeals in political ads work / _cTed Brader.
264		1	_aChicago, Ill. : _bUniversity of Chicago Press, _c2020.
300			_a1 online resource.
336			_atext _2rdacontent
337			_acomputer _2rdamedia
338			_aonline resource _2rdacarrier
490	1		_aStudies in communication, media, and public opinion
504			_aIncludes bibliographical references and index.
505	0		_aAppealing 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.
520			_aIt 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.
650		0	_aPolitical psychology. _9120983
650		0	_aAdvertising, Political. _953943
650		0	_aCommunication in politics _916775
650		0	_aPersuasion (Psychology) _913879
650		0	_aEmotions and cognition. _94390
650		0	_aEmoties. _9166020
650		0	_aReclamefilms. _9166021
650		0	_aVerkiezingscampagnes. _9166022
856	4	0	_uhttps://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=2519806 _zElectronic Resources
942			_2lcc _cEB
999			_c256390 _d256390