Stoking the Voters' Passions

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Science  30 Jun 2006:
Vol. 312, Issue 5782, pp. 1878-1879
DOI: 10.1126/science.1129514

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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.

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