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If people are shocked by the content of Clinton's emails, it's impart because they're naïve about how campaigns work. It's marketing.
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The vast majority of voters don't think deeply about policy. So to reach them you have to tap into emotions.
But there are more and less ethical ways to do this. Are you appealing to noble emotions or ugly ones?
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One of my main criticisms of Trump has been that his rhetoric taps into everything ugly in the national character.
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