(negative,
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, for example), music, issues discussed and the gender of the narrator in voiceovers. For a subset of the ads, the team also had data from more than 80,000 respondents asked to evaluate various ads’ credibility.
And here the researchers did find gender-related differences,
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. The analysis?of political ads from the 2012 and 2010 U.S. Congressional elections,
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, published last year in Political Communication,
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, revealed that the choice of narrator in campaign ads indeed reflect gender stereotypes associated with various issues. (Shocker,
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, I know.) The research also revealed that while a female narrator voiceover is perceived as more credible in certain contexts, campaigns ads overwhelmingly use male voiceovers to convey their message.
“It’s this weird paradox,” says Strach. Their initial look into different campaign styles of men and women candidates had found nothing. “But in the voiceovers there was this overwhelming difference. Men’s voices dominate. Yet there’s no good reason for this. In fact, in certain contexts, a women’s voice is more effective.”
Based on previous scholarship, the researchers had generated some working hypotheses. For example,
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, given stereotypes about men being assertive and women being compassionate, ads addressing traditional “feminine” issues, such as education,
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, child care and reproductive rights, might be seen as more credible if voiced by a women,
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, whereas ads about “masculine” issues such as national defense, the

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