Authors
Patricia Strach, Katherine Zuber, Erika Franklin Fowler, Travis N Ridout, Kathleen Searles
Publication date
2015/4/3
Journal
Political Communication
Volume
32
Issue
2
Pages
183-205
Publisher
Routledge
Description
We draw on a comprehensive database of American political advertising and television audience profile data to investigate the ways in which gender influences choices about the use of voice-overs in political advertising. Our findings suggest that although men voice the vast majority of political ads, campaigns do strategically choose the sex of the voice-over announcer and that it systematically varies with candidate characteristics, ad tone, and, to a lesser extent, issues. Moreover, using survey data, we show that the choice of voice-over influences the perceived credibility of the ad.
Total citations
Scholar articles
P Strach, K Zuber, EF Fowler, TN Ridout, K Searles - Political Communication, 2015