Amsterdam University Press Orchestrating Public Opinion - Music in US Political Ads

Explore the hidden power of sound in political communication with Orchestrating Public Opinion. While most studies of political advertising focus on text and visuals, this book examines how music sets the mood and influences voter perceptions. It provides a detailed look at how musical choices shape the message in US presidential campaign ads from 1952 to 2016. From the Eisenhower era to modern campaigns, this research reveals that music is often the most important factor in an advertisement. It can be more impactful than images, words, or narration alone. This study is a must-read for those interested in how auditory elements drive emotional responses and change how the public views political candidates during election cycles.