economy and foreign policy should be voiced by men. (Considering the thorniness of assigning gender to an issue,
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, the team used Pew Research Center?data in which men and women were asked rank issues in order of importance,
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, to categorize each issue.)
And, in fact, ads discussing feminine issues were more likely to be voiced by women and masculine issues by men. Women’s voices were also more likely to be used for contrast ads (this candidate does x, but I do y) and negative ads, perhaps to soften the attack and avoid backlash,
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, the team speculates.
Contrary to their expectations,
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, the researchers found that Republican candidates were more likely to use a woman’s voice than Democrats. Male candidates were also more likely to use a woman’s voice in ads than female candidates,
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, choices that might reflect a strategic effort to give candidates broader appeal.
The biggest surprise however, was that despite their well-oiled machinery,
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, political campaigns don’t make voiceover choices as effectively as they could. There was an overwhelming use of male narrators: In ads using voiceovers, male voices outnumbered female voices by more than 2 to 1. Yet when the researchers look at effectiveness,
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, respondents were more swayed by ads using female voices when the issue was “feminine” AND when the issue was neutral.
My unofficial survey suggests these trends still hold in the current race: Listen to [url=http://www,
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.nytimes.com/2016/02/16/us/politics/ted-cruz-ad-goes-after-donald-trumps-stance-on-planned-parenthood.html

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