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Peer reviewed Peer reviewed
ERIC Number: EJ379859
Record Type: Journal
Publication Date: 1987
Pages: N/A
Abstractor: N/A
ISBN: N/A
ISSN: N/A
EISSN: N/A
Available Date: N/A
"Masculine" vs. "Feminine" Strategies in Political Ads: Implications for Female Candidates.
Wadsworth, Anne Johnston; And Others
Journal of Applied Communication Research, v15 n1-2 p77-94 Spr-Fall 1987
Explores the consequences of using "masculine" versus "feminine" strategies in political commercials for female candidates. Reports that the "aggressive" strategy worked better than the "non-aggressive" strategy, and that the "career" strategy worked better than the "family" strategy. (MM)
Descriptors: Audience Analysis, Audience Response, Communication Research, Females, Males, Political Candidates, Sex Bias, Sex Differences, Television Commercials
Publication Type: Journal Articles; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A
Author Affiliations: N/A