ABSTRACT
In addition to studies conducted on the content of television ads sponsored by female political candidates, another line of research has investigated the effects of the campaign medium on women voters. This chapter summarizes the research on the content of women candidates’ political ads – as compared to their male opponents – as well studies investigating the gendered effects of television spots on voters. As much research shows that political ads on television are effective in reaching and influencing voters, it is interesting to compare how female and male political candidates are presenting themselves – and defining their images and issues – through this campaign medium. Research on the content of female versus male political ads dates back to the 1964 election and has increased as more women ran for political office in the 1980s and, especially, the 1990s and 21st century.
