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Campaigning for Hearts and Minds
How Emotional Appeals in Political Ads Work by Ted Brader
University of Chicago Press, Chicago, 2006. 296 pp. $60, £38. ISBN 0-226-06988-5. Paper, $24, £15.50. ISBN 0-226-06989-3.
Studies in Communication, Media, and Public Opinion.
The author examines the emotional appeals of political advertising and the use of ads that stoke enthusiasm or fear.
The reviewer is at the Department of Political Science, Northwestern University, Scott Hall, 601 University Place, Evanston, IL 60208, USA. E-mail: druckman{at}northwestern.edu
