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- W1569552520 abstract "Abstract Much has been written on whether female candidates “run as women” in their campaigns. This study explores the role of gender in political advertising through a systematic analysis of campaign commercials from U.S. House, Senate, and Governor races from 1964 to 1998. I hypothesize that candidates will use “femininity” in the commercials as a marker of “outsider” status. This theory considers image differentiation and branding as they relate to gender in political advertising. Advertisers typically use branding for two reasons: (1) to manufacture illusory differences to differentiate nearly identical products (such as Coca-Cola and Pepsi); and (2) to emphasize and expand real differences (7-UP, for instance, tries to differentiate itself from both Coca-Cola and Pepsi by branding itself the “Un-Cola”). Female candidates who correlate feminine character traits and women's issues with an outsider presentation in their campaigns are trying to be the “Un-Candidates.” The data in this study reveal the importance of contextual factors in determining whether a female candidate will undertake an “un-candidate” strategy" @default.
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- W1569552520 date "2003-02-01" @default.
- W1569552520 modified "2023-10-02" @default.
- W1569552520 title "The “Un-Candidates”" @default.
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- W1569552520 doi "https://doi.org/10.1300/j014v25n01_05" @default.
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