Negative Advertisements and Gender: Analyzing the Relationship Between Political Advertisements and How Voters Perceive Candidates

Gracie Munroe Butler University
Faculty Sponsor(s): Gregory Shufeldt Butler University
Negative advertising is a campaign strategy that is quite familiar to the American voter especially during the months and weeks leading up to an election. In my research, I desire to identify the relationship, if there is one, between the gender of the candidate and how American voters view negative ads and subsequently create opinions on those candidates. Through the existence of gender stereotypes that inform and sway how a voter evaluates a candidate, my study seeks to prove those female candidates are punished more than male candidates for going negative. Additionally, I will analyze how political party affiliation affects a voter’s perception of candidates running negative ads and whether specific political parties judge female candidates harder for going negative than their male counterparts. Ultimately, this research will help identify variables that influence voter perception, choice, and mobilization, and will hopefully inform future candidates, male and female, of effective strategies for negative advertising.
Political Science
Research Roundtable

When & Where

01:45 PM
Jordan Hall 170