Newsweek serves up the hot news that voters are swayed by emotion...

... and tries to sell us the laughable theory that Democrats, not realizing this blindingly obvious reality, have gone wrong by relying only on rational argument. Meanwhile, "the GOP has already mastered the dark art of psych-ops—of pushing the right buttons in people’s brains to win their vote."

Ridiculous.

The article is mainly about the book “The Political Brain: The Role of Emotion in Deciding the Fate of the Nation,” by Drew Westen:

Westen’s thesis is simple. “A dispassionate mind that makes decisions by weighing the evidence and reasoning to the most valid conclusions bears no relation to how the mind and brain actually work.” That’s true when it comes to choosing a significant other, buying a car, and choosing a president. Madison Avenue has known this for decades. Democrats haven’t.

Oh, please.

... Westen has penned powerful sound bites and mini-speeches that Dems could use to justify their core positions on perennial issues. Abortion, and bills outlawing it (as GOP platforms have long called for) or requiring parental consent? “My opponent puts the rights of rapists above the rights of their victims, guaranteeing every rapist the right to choose the mother of his child. . . My opponent believes that if a 16-year-old girl is molested by her father and becomes pregnant, she should be forced by the government to have his child, and if she doesn’t want to she should be forced by the government to go to the man who raped her and ask for his consent.” Tougher gun restrictions? How about an ad showing a parade of Arab-looking men walking into a gun store, setting their money on the counter and walking out with three or four semi-automatics each, with this voice-over: “My opponent thinks you shouldn’t have to show a photo ID or get a background check to buy a handgun. He thinks anyone who wants an AK-47 should be able to buy one, no questions asked. What’s the point of fighting terrorists abroad if we’re going to arm them over here?”

Hilariously, Newsweek claims that the reason Democrats and not Republicans are going to Westen for advice is that Republicans already know they need to use emotion. Never mind that that Westen's book is plainly speaking to Democrats and advising them on how to make their positions more emotionally appealing.

Ridiculous.