ABSTRACT
In the last few decades, a trend toward popularization of politics (Norris, 1996 ) has increased the importance of political leaders within the political landscape, as they have become the protagonists of political news coverage, at the expense of political parties, institutions and political issues. The way voters form their impressions of politicians has thus become increasingly relevant, such impressions now substantially affect voting preferences and, ultimately, election results. Politicians, in turn, pay more and more attention to how they are perceived by potential voters and how they can positively infl uence such perception.
