Critics of the political process often claim that political campaigning focuses, to a substantial degree, on appearances rather than issues. social psychologists who conduct research on attitude change would say that today's political ads emphasize the route to persuasion.

The peripheral route to persuasion

Explanation:

The peripheral route to persuasion refers to how we tend to agree with someone based on certain favourable cues such as how they look instead of focusing on the actual strength of the argument. When someone looks like they know what they are talking about and they seem to possess expertise for it we will tend to agree with them or if they are fluent in a certain langauge we may forget the core message and agree based on those cues.

51% were unhappy, i think .   ; )