Easy On The Ears: GOP Ads Adapt To Reach Women Voters : NPR


Easy On The Ears: GOP Ads Adapt To Reach Women Voters : NPR

It’s only April, but it looks and sounds like October. More than $80 million has been spent on political advertising in only about a dozen Senate battleground states.

About half that amount is targeted at women.

“We have allowed ourselves to be branded [in] a way I do not feel is representative of who we are as Republicans,” says Rep. Cathy McMorris Rodgers, R-Wash., of her party’s negative reputation on women’s issues.
She Votes
GOP Softens Its Edge In An Attempt To Appeal To Women
Many ads aimed at women take the most obvious approach: Republicans putting their female candidates front and center; Democrats attacking Republicans for waging a war on women.

But there’s more to it than that, says Republican ad-maker Ashley O’Connor.

“Women process information differently than men,” O’Connor says. “So much of political advertising focuses on conflict, and facts and figures, and I think that we’re already starting to see, when reaching women voters, there’s just new techniques need to be used, and a different tone, and more storytelling.”

O’Connor singles out an ad aired by Monica Wehby, a pediatric neurosurgeon seeking the Republican nomination for Senate in Oregon. In the ad, a woman tells the story of Webby operating on her daughter.

“Dr. Wehby was going to open her back and reconstruct my daughter’s entire lower spine,” the woman says. “She just hugged me and kissed my forehead, and she said, ‘It’s going to be OK, sweetheart. I’ve got her, and I am going to see you in a couple of hours.’ ”

“This is a 60-second ad and it’s not particularly issue-driven,” O’Connor says of the spot. “It sort of goes to this point that when talking to women, I don’t think you necessarily have to be delivering factual information to move them. I think connecting with their heart and really trying to build emotion is more effective.”

That may sound a little sexist, but appealing to emotions is what all effective advertising does. And the fact that Republicans are trying to do it is the biggest new development in political ads aimed at women.

via Easy On The Ears: GOP Ads Adapt To Reach Women Voters : NPR.

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