Hostname: page-component-586b7cd67f-dsjbd Total loading time: 0 Render date: 2024-11-27T17:47:58.142Z Has data issue: false hasContentIssue false
  • English
  • Français

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

Published online by Cambridge University Press:  28 November 2006

David O. Sears
David O. Sears
Affiliation:
University of California, Los Angeles
Get access Rights & Permissions [Opens in a new window]

Extract

Campaigning for Hearts and Minds: How Emotional Appeals in Political Ads Work. By Ted Brader. Chicago: University of Chicago Press, 2006. 280p. $60.00 cloth, $24.00 paper.

This book examines the effects of emotions aroused by televised ads in political campaigns. Its psychological theorizing about emotion goes beyond the now-familiar portrait of a “cold-hearted citizen” borrowed from cognitive psychology and rational choice theories. But it also goes beyond the tradition in political behavior research on party identification, candidate evaluations, online processing, and the like of treating affect simply in terms of positive or negative valence. Rather, this research takes seriously the unique features of qualitatively different emotions, building off the “affective intelligence” model of George E. Marcus and colleagues.

Type
BOOK REVIEWS: AMERICAN POLITICS
Information
Perspectives on Politics , Volume 4 , Issue 4 , December 2006 , pp. 767 - 768
Copyright
2006 American Political Science Association

Access options

Get access to the full version of this content by using one of the access options below. (Log in options will check for institutional or personal access. Content may require purchase if you do not have access.)