Ted Brader (2006). Campaigns for Hearts and Minds. How Emotional Appeals in Political Ads Work. Chicago, The University of Chicago Press, 280 pp., ISBN 0-226-06989-3. |
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| Authors: | Petersen Thomas |
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| Institution: | Institut für Demoskopie Allensbach, Germany |
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| Abstract: | Here is a book that makes you want to shout, ‘Finally!’For decades, political scientists and communication researchershave been focusing intensively on the question of how peoplemake their final voting decision and how this decision is influencedby reporting in the mass media and campaign advertising. Nevertheless,even though there is enough literature on this subject to filla library, only very few studies have dealt with the issue ofemotional appeals in election coverage and campaign advertising—andvoters’ emotional, possibly irrational reactions to theseappeals. Although numerous findings in the fields of psychology,neuroscience, and behavioral research suggest that emotionalappeals and reactions play an important role when it comes toall kinds of decisions—which, of course, also includesvoting decisions—social researchers in the United Statesand elsewhere have, |
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