Gender Targeting in Political Advertisements

Campaigns invoke identity appeals to specific groups of voters, including women. To understand whether these campaign appeals matter in affecting voters’ choices, we must better understand how women respond to these appeals, the causal mechanism driving responses, and whether male and female candidates can use these ads with equal effectiveness. Using a nationally representative sample of American voters and an experimental design, we test an identity-based appeal aimed at women. We find that, although candidates of either gender can use these ads to affect women’s votes, only female candidates are able to prime female voters’ gender identity. The use of these appeals by male candidates persuades female voters of their positive traits. Male voters are generally unaffected by the appeals. Given the integration of women and men in the general population, our results demonstrate the utility of targeted appeals in encouraging support from a specific group and avoiding backlash from others.