The “Un-Candidates”: Gender and Outsider Signals in Women’s Political Advertisements Shauna Shames, Research Director, The White House Project ABSTRACT. Much has been written on whether female candidates “run as women” in their campaigns. This study explores the role of gen- der in political advertising through a systematic analysis of campaign commercials from U.S. House, Senate, and Governor races from 1964 to 1998. I hypothesize that candidates will use “femininity” in the com- mercials as a marker of “outsider” status. This theory considers image differentiation and branding as they relate to gender in political ad- vertising. Advertisers typically use branding for two reasons: (1) to manufacture illusory differences to differentiate nearly identical products (such as Coca-Cola and Pepsi); and (2) to emphasize and ex- pand real differences (7-UP, for instance, tries to differentiate itself from both Coca-Cola and Pepsi by branding itself the “Un-Cola”). Fe- male candidates who correlate feminine character traits and women’s issues with an outsider presentation in their campaigns are trying to be the “Un-Candidates.” The data in this study reveal the importance of contextual factors in determining whether a female candidate will un- dertake an “un-candidate” strategy. [Article copies available for a fee from The Haworth Document Delivery Service: 1-800-HAWORTH. E-mail ad- dress: <
[email protected]> Website: <http://www.HaworthPress.com> © 2003 by The Haworth Press, Inc. All rights reserved.] INTRODUCTION Women running for political office in the United States have tradi- tionally faced difficulties reconciling their gender with their desired po- Women & Politics, Vol.