Brader, Ted. <br/><br/>
Campaigning for hearts and minds :  how emotional appeals in political ads work / 
Ted Brader. 
 - Chicago :  University of Chicago Press,  2006. 
 - xvi, 280 p. :  ill. ;  24 cm. 
 - Studies in communication, media, and public opinion .
<br/><br/>Includes bibliographical references (p. [251]-271) and index. 
<br/><br/>Appealing to hopes and fears -- The art and science of campaigning -- The political psychology of emotional appeals -- Emotion and the motivational power of campaign ads -- Emotion and the persuasive power of campaign ads -- Emotional appeals in ad campaigns -- Hearts and minds : rethinking the role of emotion in political life. 
<br/><br/><label>ISBN: </label>0226069885 (cloth : alk. paper) 0226069893 (pbk. : alk. paper) 
<br/><br/><label>LCCN: </label>2005009159 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Political psychology.<br/>Advertising, Political.<br/>Communication in politics.<br/>Persuasion (Psychology)<br/>Emotions and cognition.
<br/><br/><label>LC Class. No.: </label>JA74.5  / .B69 2006 
<br/><br/><label>Dewey Class. No.: </label>324.7/3