Drew Westen

The unfortunate thing about Westen's book is that he probably is correct in describing how our brains respond to emotional political adds rather than on the basic facts behind them. Weston provides examples of well planned political speeches from the past, and effective political ads from previous elections (mostly all Republican ads), and explains why they grabbed the listeners on an emotional level. A life-long Democrat, Weston also bemoans the lack of effective responses or campaigns of the Democratic Party on a National level, with few exceptions. His writing tends to evolve into recommendations for Democratic candidates in general. Ultimately, his insights and recommendations are interesting, but the unfortunate thing, and his point, is that more and more, future campaigns are likely to be decided by clever adds than by the policies and ideas of the candidates.… (más)

The sub-title of this book is, 'The role of emotion in deciding the fate of the nation' and, this perhaps sums up the main point of this work better than the actual title.

It is, of course, a very valid point that politicians need to engage their emotions in an election. Whilst the public will say that facts are the main requirement, the truth is that we lead busy lives and the general public do not have the time, or frankly the inclination, to study all the issues. If something is having a direct effect, at the moment, then one is in tune, otherwise, the politician needs to convince us that he/she is 'one of us'. In Great Britain, this has been done by Nigel Farage, and in the US by Mr Trump. It takes very little study to realise that both are the ultimate establishment figures and yet, our desire to believe otherwise has seen them through.

Drew Weston does not advocate these false sentiments, but suggests that true feelings are vital. There is much to be learned from this book but, one must remember that, under the archaic systems, of both countries, the colour of your money is a better indicator of success.… (más)

Fascinating and important book about how voters reach decisions on how to cast their votes. It's not logic and reason and measured views on policy, people, it's emotion. And that's why the results of elections can often seem so odd, given the expressed views of the electorate. This book goes a long way to explaining why U.S. voters, in particular, seem so unresponsive to arguments directed to their assumed self-interest (from Democrats) and so responsive to emotional appeals (from Republicans). I which more Democratic political operatives would read this, and act upon it.… (más)