a Department of Psychology , University of Oslo , Oslo , Norway.
b Instituto Universitário de Lisboa (ISCTE-IUL), CIS-IUL , Lisboa , Portugal.
Cogn Emot. 2019 Mar;33(2):197-212. doi: 10.1080/02699931.2018.1441128. Epub 2018 Mar 7.
Some political ads used in the 2016 U.S. election evoked feelings colloquially known as being moved to tears. We conceptualise this phenomenon as a positive social emotion that appraises and motivates communal relations, is accompanied by physical sensations (including lachrymation, piloerection, chest warmth), and often labelled metaphorically. We surveyed U.S. voters in the fortnight before the 2016 U.S. election. Selected ads evoked the emotion completely and reliably, but in a partisan fashion: Clinton voters were moved to tears by three selected Clinton ads, and Trump voters were moved to tears by two Trump ads. Viewers were much less moved by ads of the candidate they did not support. Being moved to tears predicted intention to vote for the candidate depicted. We conclude that some contemporary political advertising is able to move its audience to tears, and thereby motivates support.
一些在 2016 年美国总统大选中使用的政治广告引起了人们的共鸣，让他们感动落泪。我们将这种现象概念化为一种积极的社会情感，它评估和激发着社群关系，伴随着身体感觉（包括流泪、毛发竖起、胸口温暖），并且通常是隐喻性地被描述。我们在 2016 年美国总统大选前两周对美国选民进行了调查。选定的广告完全可靠地引发了这种情绪，但却是党派性的：三位选民在看到三个选定的克林顿广告时感动落泪，而另外两位选民在看到两个特朗普广告时感动落泪。观众对他们不支持的候选人的广告则没有那么感动。感动落泪的程度预示着对所描绘的候选人投票的意图。我们的结论是，一些当代政治广告能够让观众感动落泪，从而激发他们的支持。
