Since the 1970s, women have begun to make progress in attaining statewide and national elective office. Many political communication scholars and pundits suggest that gender is a factor in the way women campaign for political office. Using a sample of 99 advertisements from statewide and federal elections, a content analysis was employed to examine the way women use the negative political commercial. Specifically, this study explores whether gender is a significant variable in female campaigns' negative commercials. Contrary to the belief that gender affects campaign communication styles, little evidence for that belief was found.
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Procter et al. (1994) studied this question.