Let's dive into the world of political ads and explore the psychological techniques used to sway voters. Many of us focus on the big picture, like the three "Ms": money, media, and maps. However, what about the micro-scale, the hidden battlefield inside our brains? Winning elections is not just about getting people to vote; it's about changing the way they behave. By examining the psychological techniques, tricks, and principles that change people's minds, we can gain valuable insights into each side's choices.

One significant insight is that voters are not putting in the effort to engage with details. Only one-third of Americans claim to follow any kind of news closely, and most go out of their way to avoid hearing political messages. That's why the Harris campaign has taken the peripheral route, using emotion and associative cues to get their message across. This approach is more effective for passive listeners, who are more likely to respond to vibes rather than concrete details.

But what about the ads themselves? One well-established idea in persuasion is the "liking principle": we tend to be more easily persuaded by people we already view positively. The Harris campaign has leveraged this principle by showcasing Kamala Harris giving hugs and warm handshakes with different types of supporters. By making voters feel like she likes and understands them, Harris is creating a mental connection that can influence their decisions.

However, the "liking principle" can be a double-edged sword for women and people of color, as people tend to like those who are similar to themselves. The Harris campaign has addressed this issue by emphasizing similarities between Kamala and her supporters, such as shared values and experiences.

Meanwhile, the Trump campaign has taken a different approach. Given Trump's low likability ratings, his campaign has focused on social proof, repeatedly showcasing regular people saying they like and support him. This strategy leverages the idea that people are more likely to follow the crowd and adopt the opinions of others.

Finally, what about the "Trump is scary" theme, which was abandoned in favor of the "Trump is weird" meme? The answer lies in the gap between what we say and what an audience hears. In 2020, the "Trump is scary" theme worked because Trump's chaotic presidency was still fresh in voters' minds. In 2024, with fuzzier memories, this theme risks backfiring, so the Harris campaign has shifted to a more lighthearted approach.

What's clear is that political ads are not just about winning votes; they're about changing minds and influencing behavior. By understanding the psychological techniques behind these ads, we can gain a better appreciation for the ways in which campaigns are trying to get into our heads.

The Mind Game: Uncovering the Psychological Techniques Behind Political Ads and Spicy Meatballs

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