Campaigning for Hearts and Minds: How Emotional Appeals in Political Ads Work (Studies in Communication, Media, and Public Opinion)
"A terrific book. Brader takes contemporary political psychology to campaign ads and discovers something novel in the process. Emotions matter - but not in the ways we commonly suppose. Brader's book breaks our reliance on that easy understanding and forces us to think more consciously about how images, emotions, cognitions, and political choices are bound together." - Michael MacKuen, coauthor of Affective Intelligence and Political Judgment"