?and upcoming films. As tempting as it is to turn the volume down during ad time, I urge you,
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, dear reader, to pay attention to who’s talking. It turns out that a standout in political ad strategery is the use of male versus female narrators.
Several years ago, a team of researchers looked into differences in how male and female Congressional candidates presented themselves in campaign ads — for example,
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, whether the ad cited sources (like newspapers), the ad setting, or thematic differences conveyed by the appearance of,
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, say, children, law enforcement officers or the candidate’s relatives. The team was surprised to find that there really weren’t gender-related idiosyncrasies.
“We thought that maybe men would do this and women would do that,” Patricia Strach,
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, an expert in social and political behavior at the University at Albany,
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, State University of New York, told me. “But there just aren’t differences in the way that men and women run. They all run as candidates.”
Then, a couple of years ago, Strach and her colleagues decided to look specifically at voiceovers in campaign ads. They tapped into the thousands of political ads archived at the Wesleyan Media Project, which are tagged with data including the date,
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,time, market, station, and television show during which the ad aired. The Media Project also codes each ad with content-related data,
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, such as the ad’s tone

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