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Association: Name: American Political Science Association URL: http://www.apsanet.org
Citation: URL: http://www.allacademic.com/meta/p209089_index.html Direct Link: HTML Code:

Lee, Yu-Kang. and Chang, Chun-Tuan. "Gender Electioneering: Issue versus Image Style and the Decision to Go Negative in Political Advertising" Paper presented at the annual meeting of the American Political Science Association, Hyatt Regency Chicago and the Sheraton Chicago Hotel and Towers, Chicago, IL, Aug 30, 2007 <Not Available>. 2011-06-08 <http://www.allacademic.com/meta/p209089_index.html>

Lee, Y. and Chang, C. , 2007-08-30 "Gender Electioneering: Issue versus Image Style and the Decision to Go Negative in Political Advertising" Paper presented at the annual meeting of the American Political Science Association, Hyatt Regency Chicago and the Sheraton Chicago Hotel and Towers, Chicago, IL Online <APPLICATION/PDF>. 2011-06-08 from http://www.allacademic.com/meta/p209089_index.html

Publication Type: Conference Paper/Unpublished Manuscript Abstract: Since the early 1990s, an increasing numbers of women have sought political office in all levels of elections in many countries. However, only a few studies have drawn attention on the use of political advertising by female candidates. In the current research, we would like to look into the gender differences in political campaigns and examine three contingency variables of political advertising effectiveness: candidate gender, congruency between candidate gender and ad focus and advertising style (advocacy/attack). Two experiments of factorial design with different manipulations of ad focus (personal traits or issue focus) are conducted in Taiwan. The results indicate that advertising style could differently influence the relationship between candidate gender and ad focus. When the advocacy political ad is presented, congruency between candidate gender and nature of ad focus is more effective. Female candidates advertising with ‘masculine’ traits (i.e., leadership and competence) or issues (i.e., foreign affairs and military defense) could encourage favorable attitudes of voters and increase their voting intention. Conversely, male candidates campaigning with ‘feminine’ traits (i.e., people-orientation and compassion) or issues (i.e., social welfare and education issues) would be advantageous. However, when the ad attacking an opponent, the opposite patterns are true that complementarity between candidate gender and ad focus may enhance advertising effectiveness. The research concludes by discussing political advertising strategies for female candidates seeking office in a male dominated political sphere.

Processing Political Messages From Favored Candidates: The Effect of Candidate Favorability on Attitudes Toward Issues

Going Negative: Candidate Gender, Negative Messages, and Surrogate Messengers in 2006 Campaign E-mails

Candidate Gender, Campaign Issues, and Female Political Engagement