How politicians tried to sell Brexit to us
If we examine the two campaigns in terms of their message strategy, i.e. the way in which they sought to influence swing voters, significant differences become apparent.
Did emotional appeals help to win the Brexit referendum?
“[Brexit] was a big fundamental decision: an emotional decision,” said Nigel Farrage in an interview with The Guardian’s John Harris in September 2018. For once at least the former UKIP leader, a key figure in the campaign to Leave the European Union, was 100% right.