TED BRADER
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Campaigning for Hearts and Minds: How Emotional Appeals in Political Ads Work

Campaigning for Hearts and Minds: How Emotional Appeals in Political Ads Work

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...
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