Ted Brader

About the Author

Ted Brader is a distinguished political scientist and author whose work illuminates the intricate dynamics of political communication and public opinion. With a PhD from Harvard University, he serves as a professor at the University of Michigan, where he directs the Center for Political Studies. Brader's research delves into how emotional appeals shape voter behavior, particularly through political advertising, blending rigorous empirical analysis with accessible prose to reveal the psychological underpinnings of democratic processes. His seminal book, Campaigning for Hearts and Minds: How Emotional Appeals in Political Ads Work (Studies in Communication, Media, and Public Opinion), has become a cornerstone in the field, influencing scholars and practitioners alike. Beyond academia, Brader contributes to public discourse on media's role in elections, advocating for informed civic engagement in an era of polarized politics.