“Masculine” vs. “feminine” strategies in political ADS: Implications for female candidates

This study explored several research questions concerning strategies typically said to be beneficial for female political candidates. Six 60‐second videotaped political commercials were produced featuring a female “candidate”, each containing either a “masculine” or a “feminine” strategy. The strategies were aggressive, nonaggressive, career, family, ambitious, and nonambitious. Each political commercial was inserted into a set of four locally produced, nonpolitical ads. Six groups of students were randomly assigned to each of the six treatment groups. After viewing the commercials, subjects were asked to fill out a questionnaire to measure response to the candidate and to the ads through semantic differentials and Likert‐scale questions. Results from the study indicate that the “aggressive” strategy worked better in comparison with the “nonaggressive” strategy and the “career” strategy worked better in comparison with the “family” strategy. Few significant differences were found between the “ambitious” and the “nonambitious” strategies. Several implications for female candidates are discussed.