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...