Conventional wisdom is both confirmed and disputed in this book about emotional appeals in political advertising. 

Josh Compton

https://academic.oup.com/joc/article/56/3/635/4102685

Conventional wisdom is both confirmed and disputed in this book about emotional appeals in political advertising. With innovative, real-world experiments and an expansive content analysis built on solid theoretical foundations, Ted Brader offers a fresh look at how emotional appeals both stir and deter viewers’ responses. By focusing on affect—long slighted in political communication research and communication and political science research in general—Brader’s Campaigning for Hearts and Minds: How Emotional Appeals in Political Ads Work is an important read for political communication scholars, political practitioners, and citizens.

Compton, J. (2006). [Review of the book Campaigning for hearts and minds: How emotional appeals in political ads work, by Ted Brader]. Journal of Communication, 56(3), 635-636. https://doi.org/10.1111/j.1460-2466.2006.00310.x