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Author: Ted Brader
Publisher: University of Chicago Press
ISBN: 022678830X
Category : Political Science
Languages : en
Pages : 297
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Book Description
It is common knowledge that televised political ads are meant to appeal to voters' emotions, yet little is known about how or if these tactics actually work. Ted Brader's innovative book is the first scientific study to examine the effects that these emotional appeals in political advertising have on voter decision-making. At the heart of this book are ingenious experiments, conducted by Brader during an election, with truly eye-opening results that upset conventional wisdom. They show, for example, that simply changing the music or imagery of ads while retaining the same text provokes completely different responses. He reveals that politically informed citizens are more easily manipulated by emotional appeals than less-involved citizens and that positive "enthusiasm ads" are in fact more polarizing than negative "fear ads." Black-and-white video images are ten times more likely to signal an appeal to fear or anger than one of enthusiasm or pride, and the emotional appeal triumphs over the logical appeal in nearly three-quarters of all political ads. Brader backs up these surprising findings with an unprecedented survey of emotional appeals in contemporary political campaigns. Politicians do set out to campaign for the hearts and minds of voters, and, for better or for worse, it is primarily through hearts that minds are won. Campaigning for Hearts and Minds will be indispensable for anyone wishing to understand how American politics is influenced by advertising today.
Author: Ted Brader
Publisher: University of Chicago Press
ISBN: 022678830X
Category : Political Science
Languages : en
Pages : 297
Get Book Here
Book Description
It is common knowledge that televised political ads are meant to appeal to voters' emotions, yet little is known about how or if these tactics actually work. Ted Brader's innovative book is the first scientific study to examine the effects that these emotional appeals in political advertising have on voter decision-making. At the heart of this book are ingenious experiments, conducted by Brader during an election, with truly eye-opening results that upset conventional wisdom. They show, for example, that simply changing the music or imagery of ads while retaining the same text provokes completely different responses. He reveals that politically informed citizens are more easily manipulated by emotional appeals than less-involved citizens and that positive "enthusiasm ads" are in fact more polarizing than negative "fear ads." Black-and-white video images are ten times more likely to signal an appeal to fear or anger than one of enthusiasm or pride, and the emotional appeal triumphs over the logical appeal in nearly three-quarters of all political ads. Brader backs up these surprising findings with an unprecedented survey of emotional appeals in contemporary political campaigns. Politicians do set out to campaign for the hearts and minds of voters, and, for better or for worse, it is primarily through hearts that minds are won. Campaigning for Hearts and Minds will be indispensable for anyone wishing to understand how American politics is influenced by advertising today.
Author: Martin Luther King, Jr.
Publisher: Penguin UK
ISBN: 0141994657
Category : Philosophy
Languages : en
Pages : 87
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Book Description
'Far from being the pious injunction of a Utopian dreamer, the command to love one's enemy is an absolute necessity for our survival' Advocating love as strength and non-violence as the most powerful weapon there is, these sermons and writings from the heart of the civil rights movement show Martin Luther King's rhetorical power at its most fiery and uplifting. One of twenty new books in the bestselling Penguin Great Ideas series. This new selection showcases a diverse list of thinkers who have helped shape our world today, from anarchists to stoics, feminists to prophets, satirists to Zen Buddhists.
Author: Tara Brach
Publisher: Penguin
ISBN: 0525522832
Category : Psychology
Languages : en
Pages : 290
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Book Description
One of the most beloved and trusted mindfulness teachers in America offers a lifeline for difficult times: the RAIN meditation, which awakens our courage and heart Tara Brach is an in-the-trenches teacher whose work counters today's ever-increasing onslaught of news, conflict, demands, and anxieties--stresses that leave us rushing around on auto-pilot and cut off from the presence and creativity that give our lives meaning. In this heartfelt and deeply practical book, she offers an antidote: an easy-to-learn four-step meditation that quickly loosens the grip of difficult emotions and limiting beliefs. Each step in the meditation practice (Recognize, Allow, Investigate, Nurture) is brought to life by memorable stories shared by Tara and her students as they deal with feelings of overwhelm, loss, and self-aversion, with painful relationships, and past trauma--and as they discover step-by-step the sources of love, forgiveness, compassion, and deep wisdom alive within all of us. A PENGUIN LIFE TITLE
Author: Julian Jaynes
Publisher: Houghton Mifflin Harcourt
ISBN: 0547527543
Category : Psychology
Languages : en
Pages : 580
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Book Description
National Book Award Finalist: “This man’s ideas may be the most influential, not to say controversial, of the second half of the twentieth century.”—Columbus Dispatch At the heart of this classic, seminal book is Julian Jaynes's still-controversial thesis that human consciousness did not begin far back in animal evolution but instead is a learned process that came about only three thousand years ago and is still developing. The implications of this revolutionary scientific paradigm extend into virtually every aspect of our psychology, our history and culture, our religion—and indeed our future. “Don’t be put off by the academic title of Julian Jaynes’s The Origin of Consciousness in the Breakdown of the Bicameral Mind. Its prose is always lucid and often lyrical…he unfolds his case with the utmost intellectual rigor.”—The New York Times “When Julian Jaynes . . . speculates that until late in the twentieth millennium BC men had no consciousness but were automatically obeying the voices of the gods, we are astounded but compelled to follow this remarkable thesis.”—John Updike, The New Yorker “He is as startling as Freud was in The Interpretation of Dreams, and Jaynes is equally as adept at forcing a new view of known human behavior.”—American Journal of Psychiatry
Author:
Publisher:
ISBN:
Category : Millenial harbinger
Languages : en
Pages : 588
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Book Description
Author: Roger Penrose
Publisher: Oxford University Press, USA
ISBN: 9780195106466
Category : Computers
Languages : en
Pages : 484
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Book Description
Presents the author's thesis that consciousness, in its manifestation in the human quality of understanding, is doing something that mere computation cannot; and attempts to understand how such non-computational action might arise within scientifically comprehensive physical laws.
Author: Desmond Hampel
Publisher: Xlibris Corporation
ISBN: 147976244X
Category : Poetry
Languages : en
Pages : 363
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Book Description
This collection of poetry takes you on a spiritual journey, a romantic interlude, a look at relationships from a romantic perspective and life’s adventure.
Author: Thomas Brandt
Publisher: Springer Science & Business Media
ISBN: 1846280818
Category : Medical
Languages : en
Pages : 155
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Book Description
Short and concise, clinically-oriented book with special emphasis on treatments: drug, physical, operative or psychotherapeutic An overview of the most important syndromes, each with explanatory clinical descriptions and illustrations makes it an easy-to-use reference
Author: Isaac Watts
Publisher:
ISBN:
Category : Education
Languages : en
Pages : 368
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Book Description
Author: Thomas Brandt
Publisher: Springer Science & Business Media
ISBN: 1447133420
Category : Medical
Languages : en
Pages : 347
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Book Description
A variety of syndromes are hidden behind the term vertigo; the interdisciplinary approach here shows how surprisingly easy it is to correctly diagnose and effectively treat them. The book's clinical practicality uncovers the key elements necessary for understanding vertigo: the sensorimotor physiology, careful history-taking, and otoneurological examination. For each syndrome, there is a full description of the clinical features and diagnostic procedure. Numerous tables and thorough cross-referencing guide you to differential diagnosis. Special emphasis is placed on the relationship between the management and the underlying pathological mechanism of the disease.
