Gender stereotypes as a double-edged sword in political advertising: persuasion effects of campaign theme and advertising style

Today, more women are seeking public office in elections at all levels. Studies have thus drawn attention to the use of political advertising by female candidates.

Gender stereotypes as a double-edged sword in political advertising: persuasion effects of campaign theme and advertising style

Yu-Kang Lee

National Sun Yat-sen University

Introduction

The biggest asset for a woman candidate is being a woman, and the biggest liability is not being a man.

Barbara Curran, former New Jersey Assembly member (cited in Mandel 1981, p. 31)

The significant increase in the number of female candidates seeking political posts at all levels over the past decade is nearly a worldwide phenomenon. Although female candidates have become increasingly popular in politics, how voters perceive them is often heatedly...

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