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Barr
iers
an
d O
pp
ort
un
itie
sTo
Wo
men
�s E
xecu
tive L
ead
ers
hip
Res
ults
and S
trat
egic
Rec
omm
endation
s fr
om
Dia
l G
roups
Pre
sen
ted
by
Pre
face
The
White
House
Pro
ject
(W
HP)
is a
national
nonpart
isan o
rganiz
ation d
edic
ate
d t
o e
nhanci
ng p
ublic
per
ceptions
of
wom
en�s
capaci
ty t
o lea
d a
nd f
ost
erin
g t
he
entr
y of
wom
en into
posi
tions
of
leader
ship
, in
cludin
g t
he
U.S
. Pr
esid
ency
. Sin
ce i
ts b
egin
nin
g f
our
years
ago,
the
Proje
ct h
as
launch
ed a
num
ber
of
national
rese
arc
h i
nitia
tive
s th
at
have
re
veale
d im
port
ant,
new
in
form
ation abou
t att
itudes
to
ward
w
om
en�s
le
ader
ship
; id
entified
barr
iers
to
w
omen
�s
exec
utive
le
ader
ship
; and tr
ack
ed and st
udie
d p
ublic
rea
ctio
ns
to w
om
en w
ho a
re r
unnin
g f
or
offic
e t
o ex
am
ine
gen
eral att
itudes
about
fem
ale
candid
ate
s.
Most
rec
ently,
The W
hite H
ouse
Pro
ject
launch
ed t
his
innova
tive
initia
tive
entitled
�Barr
iers
and O
pport
unitie
s,�
to
ass
ess
vote
r re
sponse
to im
ages
and m
essa
ges
of
wom
en r
unnin
g f
or
exec
utive
offic
e, a
s w
ell as
how
those
res
ponse
s ch
ange
dep
endin
g o
n t
one,
vis
ual
pre
senta
tion,
sett
ing,
and c
onte
xt.
This
initia
tive
was
des
igned
to m
ove
us
from
pre
viousl
y id
entified
and d
ocu
men
ted p
roble
ms
faci
ng w
om
en r
unnin
g f
or
exec
utive
offic
e to
tangib
le s
olu
tions
by
mea
suring v
ote
rs�
resp
onse
s to
a v
ariet
y of
male
-fem
ale
com
pariso
ns
on t
he
traits
of
leader
ship
, ef
fect
iven
ess
and
stre
ngth
. The
prim
ary
goal of
the
rese
arc
h w
as
to a
ddre
ss t
he
most
critica
l pro
ble
m f
acin
g w
om
en c
andid
ate
s ru
nnin
g
for
exec
utive
offic
es,
how
to
por
tray
stre
ngth
and e
ffec
tive
nes
s, u
sing t
he m
ost
im
port
ant
med
ium
in e
lect
ora
l polit
ics,
30 a
nd 6
0 s
econd t
elev
isio
n s
pots
. T
his
rep
ort
is
inte
nded
to b
e of
pra
ctic
al
valu
e to
wom
en r
unnin
g f
or
exec
utive
offic
e, t
o h
elp t
hem
pre
vail
at
the
polls
.
As
part
of
our
�Bar
rier
s and O
pport
unitie
s�st
udy,
The
White
House
Pro
ject
ass
emble
d a
bip
art
isan t
eam
of
polls
ters
, m
edia
, and g
ener
al
polit
ical
consu
ltants
. W
e co
nduct
ed a
n e
xhaust
ive
revi
ew o
f nea
rly
400 t
ele
visi
on s
pots
fro
m
polit
ical ca
mpaig
ns
of
wom
en a
nd m
en a
cross
the
countr
y and t
hro
ughout
rece
nt
polit
ical his
tory
. W
e als
o c
reate
d a
uniq
ue
set
of
ads
and v
isual st
imuli
to t
est
�in
a c
ontr
olle
d s
etting �
import
ant
variable
s lik
e s
etting,
styl
e, language,
to
ne
and su
bje
ct m
att
er.
We
test
ed our
mate
rial
on vo
ters
in
gro
ups
acr
oss
th
e co
untr
y, usi
ng st
ate
-of-
the-
art
per
ception a
naly
sis
and focu
s gro
ups,
while
taki
ng a
dva
nta
ge
of past
quantita
tive
res
earc
h.
�Bar
rier
s and O
pport
unitie
s�offer
s us
critic
al
insi
ghts
and r
eal
solu
tions
to a
ddre
ssin
g m
any
of
the
challe
nges
faci
ng
wom
en c
andid
ate
s ru
nnin
g f
or
exec
utive
offic
e. T
his
new
res
earc
hpro
ject
is
the
most
com
pre
hen
sive
, sy
stem
atic
study
of
solu
tions
to t
he
single
big
ges
t pro
ble
m f
aci
ng w
omen
candid
ate
s ru
nnin
g f
or
exec
utive
offic
es �
port
rayi
ng
stre
ngth
and e
ffec
tive
nes
s w
ithout
dim
inis
hin
g t
hei
r appea
l.
Thes
e findin
gs
and o
ther
s are
bei
ng p
ut
to u
se a
cross
the
countr
y on b
ehalf o
f w
om
en w
ho a
re n
ow
see
king o
r w
ill s
eek
exe
cutive
off
ice.
1
Fore
wor
d b
y M
arie
C. W
ilso
nP
resi
dent
, The
Whi
te H
ouse
Pro
ject
The
conve
ntion
al w
isdom
for
wom
en r
unnin
g fo
r ex
ecutive
offic
e is
that
she
must
be
tough,
but
not
too
to
ugh;
smar
t, b
ut
not
too
sm
art;
ass
ertive
, but
not
aggre
ssiv
e; a
nd f
emin
ine,
but
not
girly
. A
s N
ewsw
eek
Col
um
nis
t Anna
Quin
dlen
put
it a
t a
rece
nt
White
Hou
se P
roje
ct e
vent,
�Vot
ers
wan
t w
omen
to
be
as t
ough
as n
ails
and a
s w
arm
as
toas
t, a
ll at
the
sam
e tim
e.�
As
you k
now
, th
is i
s a
diffic
ult t
ightr
ope
for
a w
oman
ca
ndid
ate
to w
alk.
Kee
ping
conve
ntion
al
wis
dom
in
m
ind,
the
White
Hou
se
Proj
ect
focu
sed on
re
searc
h
to
hel
p
wom
en
candid
ates
nav
igat
e th
is c
ontr
adic
tion
. B
arrier
s &
Oppor
tunitie
sis
a g
roundbre
akin
g r
esea
rch p
roje
ct t
hat
has
iden
tified
the
images
and m
essa
ges
wom
en c
an u
se i
n p
olitic
al a
dve
rtis
emen
ts a
nd c
ampai
gnin
g t
o sh
owca
se t
hei
r st
rength
and e
ffec
tive
nes
s, w
hile
mai
nta
inin
g t
hei
r au
then
tici
ty.
Under
standi
ng v
oter
beh
avi
ors
is c
ruci
al
for
wom
en c
andi
date
s, e
spec
ially
thos
e se
ekin
g e
xecu
tive
offic
e.
The
White
Hou
se P
roje
ct�s
Bar
rier
s &
Opport
unitie
sre
searc
h u
niq
uel
y ex
plor
es t
hes
e beh
avi
ors
and o
ffer
s pol
itic
ally
sop
his
tica
ted s
olution
s th
at g
o bey
ond c
onve
ntion
al w
isdom
. I
t is
our
hop
e th
at t
his
res
earc
h w
ill
allo
w w
omen
�s c
ampai
gns
to a
ddre
ss t
hes
e ch
alle
nges
and d
eliv
er t
hei
r m
essa
ges
in t
he
mos
t ef
fect
ive
man
ner
.
We
are
ple
ase
d t
o bring
you t
his
res
earc
h n
ow,
when
it
is n
eeded
mor
e th
an e
ver.
In
thes
e di
ffic
ult t
imes
, it
seem
s m
ore
and m
ore
impor
tant
to g
ive
wom
en t
he
tool
s and k
now
ledge
they
nee
d t
o neg
otia
te g
ende
r bar
rier
s an
d w
in lea
der
ship
pos
itio
ns.
W
ith s
o m
any
chal
lenges
fac
ing o
ur
countr
y, it
is im
per
ativ
e th
at w
e use
all
the
tale
nt
and r
esou
rces
that
wom
en c
an b
ring.
Than
k yo
u f
or joi
nin
g u
s in
the
critic
al e
ffor
t to
adva
nce
wom
en�s
lea
der
ship
.
2
The
Res
earc
h Te
am
The
White
Hou
se P
roje
ct h
as p
ut
toget
her
a s
tron
g b
ipar
tisa
n t
eam
of
peo
ple
to d
esig
n,
conduct
, an
d in
terp
ret
the
Bar
rier
s an
d O
ppor
tunitie
s re
sear
ch.
Th
e W
hit
e H
ou
se P
roje
ctThe
White
Hou
se P
roje
ct t
eam
is
led b
y M
arie
C.
Wils
on,
a vi
sion
ary
advo
cate
of
wom
en�s
lea
der
ship
for
ov
er t
hir
ty y
ears
, w
ho
co-f
ounded
The
White
Hou
se P
roje
ct i
n 1
998 t
o adva
nce
wom
en�s
lea
der
ship
in a
ll sp
her
es.
The
forc
e beh
ind Take
O
ur
Dau
ghte
rs to
W
ork
Day
, sh
e is
also
th
e Pr
esid
ent
of th
e M
s.
Foundat
ion f
or W
omen
. E
xecu
tive
Direc
tor
Bev
erly
Neu
feld
and R
esea
rch D
irec
tor
Shau
na
Sham
es w
orke
d
clos
ely
with M
arie
and t
he
rest
of th
e te
am t
o dev
elop
and c
onduct
this
gro
undbre
akin
g p
roje
ct.
Am
eri
can
Vie
wp
oin
t Li
nda D
iVal
land B
ob C
arp
ente
r co
me
to u
s fr
om A
mer
ican V
iew
poi
nt,
one
of t
he
mos
t w
idel
y re
spec
ted
public
opi
nio
n r
esea
rch f
irm
s in
the
United
Sta
tes.
Pro
vidi
ng b
oth
quan
tita
tive
and q
ual
itat
ive
rese
arch
, Am
eric
an V
iew
poi
nt
spec
ializ
es i
n s
urv
ey r
esea
rch,
publ
ic o
pinio
n p
ollin
g,
com
munic
atio
ns
rese
arch
, an
d
focu
s gro
up m
oder
atio
n a
nd g
ivin
g s
trat
egic
advi
ce t
o Rep
ubl
ican
candi
dat
es i
ncl
udi
ng C
ongre
ssw
oman
Con
nie
Mor
ella
, Con
gre
ssw
oman
N
ancy
Jo
hnso
n,
Con
gre
ssm
an
Jim
Tal
ent,
The
WIS
H
List
an
d
the
Rep
ubl
ican
Pro
-Choi
ce C
oal
itio
n.
Lake S
nell P
err
y &
Ass
oci
ate
sCel
inda
Lake
com
es t
o us
from
Lak
e Snel
l Pe
rry
& A
ssoc
iate
s, I
nc.
, on
e of
the
Dem
ocra
tic
par
ty's
lea
ding
stra
tegis
ts,
serv
ing d
ozen
s of
incu
mbe
nts
and c
hal
lenger
s at
all
leve
ls o
f th
e el
ecto
ral pro
cess
, as
wel
l as
a
wid
e ra
nge
of a
dvo
cacy
org
aniz
atio
ns,
non
-pro
fit
organ
izat
ions,
and f
oundat
ions.
Thei
r cl
ients
incl
ude
The
Sie
rra
Clu
b,
Plan
ned
Par
enth
ood F
eder
atio
n o
f Am
eric
a, t
he
AFL
-CIO
, an
d t
he
Kai
ser
Fam
ily F
oundat
ion.
In
the
2000 e
lect
ions,
LSPA
hel
ped t
o el
ect
Sen
ato
r D
ebbi
eSta
ben
owof
Mic
hig
an,
Gov
ernor
Bob
Wis
e of
W
est
Vir
ginia
, an
d G
over
nor
Gar
y Lo
cke
of W
ashin
gto
n in h
is b
id for
re-
elec
tion
.3
The
Res
earc
h Te
am(continued)
Th
e F
arw
ell G
rou
p
Jam
es P
. Fa
rwel
l brings
to c
om
munic
atio
ns
a st
rong a
nd
uniq
ue
blen
d of
med
ia,
busi
nes
s an
d leg
al s
kills
and
exper
ience
. In
1991,
he
was
nam
ed b
y Cam
paig
n &
Ele
ctio
ns
Mag
azin
eam
ong t
he
"ris
ing
star
s" in t
he
United
Sta
tes
as a
nat
ional
med
ia c
onsu
ltan
t an
d f
ilm p
roduce
r.
This
yea
r, t
he
mag
azin
e nam
ed h
im o
ne
of t
he
cam
pai
gn indust
ry's
"M
over
s an
d S
hak
ers.
" T
he
Farw
ell G
roup s
erve
d a
s m
edia
con
sultan
t to
Hou
se S
pea
ker
New
t G
ingrich
an
d Sen
ator
Cra
ig Thom
as,
and in
th
is cy
cle
is doi
ng
med
ia fo
r so
me
maj
or ca
mpai
gns,
in
cludi
ng C
ongre
ssm
an G
reg
Gan
ske
for
U.S
. Sen
ate
in I
owa,
Sen
ator
Mik
e Enzi
of
Wyo
min
g,
Okl
ahom
a Lt
. G
over
nor
Mar
y Fa
llin,
Ark
ansa
s Lt
. G
over
nor
Win
Roc
kefe
ller,
Krist
ine
Coh
n f
or I
llinoi
s Sec
reta
ry o
f Sta
te,
Ken
Bla
ckw
ell
for
Ohio
Tre
asure
r, a
s w
ell
as s
ever
al C
ongre
ssio
nal
rac
es.
Mr.
Far
wel
l is
als
o a
play
wright,
with a
pla
y sc
hed
ule
d t
o op
en in B
rita
in.
Lag
uen
s, H
am
bu
rger,
Sto
ne
Daw
n L
aguen
s an
d M
artin H
amburg
er o
f La
guen
s, H
amburg
er,
Sto
ne
crea
te w
innin
g m
essa
ges
and b
reak
-th
rough m
edia
for
Dem
ocra
tic
candi
dat
es a
nd a
wid
e ra
nge
of p
rogre
ssiv
e or
gan
izat
ions
such
as
Plan
ned
Pa
renth
ood,
the
Nat
ional
Educa
tion
Ass
ocia
tion
and T
he
Nat
ure
Con
serv
ancy
. In
1998 t
hey
def
eate
d tw
o of
the
five
los
ing
Rep
ubl
ican C
ongre
ssio
nal
incu
mben
ts,
and in 2
000 h
elpe
d e
lect
Deb
bie
Sta
ben
ow a
s M
ichig
an's
fir
st
fem
ale
US S
enat
or.
Pag
e G
ard
ner
Con
sult
ing
Page
S.
Gar
dner
has
had
tw
enty
ye
ars
of
exper
ience
as
a
pol
itic
al
and
com
munic
atio
ns
man
ager
an
d
stra
tegis
t.
Ms.
G
ardner
has
w
orke
d at
se
nio
r le
vels
fo
r th
e m
ost
com
pet
itiv
e Pr
esid
ential
, Sen
ate,
G
uber
nat
oria
l, a
nd C
ongre
ssio
nal
cam
paig
ns
in a
ll par
ts o
f th
e co
untr
y. G
ardner
als
o has
man
aged
som
e of
th
e m
ost
hot
ly d
ebat
ed n
atio
nal
publ
ic p
olic
y is
sue
cam
pai
gns,
incl
udi
ng t
hos
e re
late
d to
rep
roduct
ive
rights
, ci
vil
rights
, nat
ional
budget
prior
itie
s, t
echnol
ogy
and t
rade.
G
ardner
has
ser
ved a
var
iety
of
clie
nts
fro
m
indi
vidu
al c
orpor
atio
ns
and
non
-pro
fits
, to
par
ty c
omm
itte
es a
nd
indi
vidu
al c
andid
ates
, in
cludi
ng t
he
Cen
ter
for
Rep
roduct
ive
Law
&
Po
licy,
Em
ily�s
Li
st,
the
Dem
ocra
tic
Nat
ional
Com
mitte
e, th
e D
emoc
ratic
Sen
ator
ial
Cam
pai
gn C
omm
itte
e, a
nd t
he
Nat
ional
Abor
tion
Rig
hts
Act
ion L
eague
(NARAL)
.
FThe Farwell Group
4
The
Pro
ble
m
Wom
en
can
did
ate
s st
art
ou
t w
ith
a s
eri
ou
s d
isad
van
tag
e -
vote
rs�
ten
d
to vie
w w
om
en
as
less
eff
ect
ive an
d to
ug
h.
Rec
ent
even
ts of
war
, te
rror
ism
, an
d r
eces
sion h
ave
only
hig
hlig
hte
d t
hes
e is
sues
and incr
ease
d t
he
salie
nce
of
thes
e dim
ensi
ons,
but
thes
e pro
ble
ms
are
not
new
.
�In
itia
lly,
vote
rs g
ive
wom
en c
andid
ates
a m
ean s
core
of
69.5
0,
on a
sca
le
from
0 t
o 100 o
n lik
elin
ess
of b
eing t
ough. I
n S
epte
mber
of 1999,
only
68
per
cent
of lik
ely
vote
rs sa
id w
om
en in
polit
ics
and busi
nes
s of
ten ar
e to
ugh
(only
20
per
cent
say
wom
en
very
of
ten
hav
e th
e tr
ait
of
toughnes
s).
!T
his
dis
ad
van
tag
e i
s esp
eci
all
y t
rue f
or
wom
en
ru
nn
ing
fo
r execu
tive
off
ices,
su
ch
as
go
vern
or.
Vote
r�s
hes
itat
ions
about
wom
en ca
ndid
ates
re
volv
e ar
ound w
eath
er w
om
en c
an b
e to
ugh,
dec
isiv
e an
d a
ctio
n o
rien
ted.
They
als
o te
nd t
o th
ink
that
wom
en a
re les
s lik
ely
to h
ave
pro
ven r
ecor
ds.
!The
White
House
Pro
ject
under
took
this
stu
dy
to e
xplo
re t
he
dim
ensi
ons
of
thes
e pro
ble
ms
and b
egin
to
offe
r ta
ngib
le s
olu
tions.
This
res
earc
h i
s th
e m
ost
com
pre
hen
sive
, sy
stem
atic
stu
dy
of
the
single
big
ges
t pro
ble
m f
acin
g
wom
en c
andid
ates
runnin
g f
or e
xecu
tive
off
ices
�how
to
port
ray
stre
ngth
and
effe
ctiv
enes
s w
ithout
dim
inis
hin
g t
hei
r ap
pea
l.5
Res
earc
h D
esig
n
!Aft
er e
xam
inin
g 4
00 a
ds,
we t
est
ed 2
5,
look
ing a
t a v
ariet
y of
iss
ues
and t
hem
es,
form
al a
nd info
rmal
set
tings,
as
wel
l as
the
use
of a
voic
e-ove
r to
str
aight
to c
am
era.
!In
addi
tion
, w
e film
ed s
ix g
eneric
ads,
var
ying s
etting,
gende
r,age,
and b
road iss
ues.
W
e als
o cr
eate
d sa
mpl
e in
terv
iew
segm
ents
usi
ng b
oth m
ale
and fem
ale
�candi
dat
es.�
!In
the
dial
gro
ups,
we
test
ed a
ds o
n t
wo
dim
ensi
ons
�ef
fect
iven
ess
and a
ppe
al.
!The
firs
t di
al s
et c
onsi
sted o
f te
n a
ds
�five
mal
e c
andi
dat
e a
ds
and f
ive f
em
ale
candi
dat
e ads
, in
ters
pers
ed t
o si
mula
te a
rea
l ca
mpai
gn a
tmos
pher
e.
!The
seco
nd
set
of a
ds
consi
sted
of
15 a
ds
for
fem
ale
candi
dat
es�
from
var
ious
part
s of
th
e co
untr
y,
repr
esen
ting
bot
h
part
ies,
an
d
repre
senting
variou
s te
chniq
ues
.
!The
nex
t se
t of
ads
consi
sted
of
the
six
sim
ula
ted a
ds
and i
nte
rvie
w s
egm
ents
.
The
six
ads
consi
sted
of
an
ol
der
wom
an in
a fo
rmal
an
d in
form
alse
ttin
g,
a
younge
r w
oman in
a fo
rmal
an
d in
form
al
sett
ing,
and a m
an in
a
form
al
and
info
rmal
set
ting.
6
Res
earc
h D
esig
n (continued)
!The
rese
arch
was
desi
gned
to
test
and e
xplo
re o
ne
part
icula
r dim
ensi
on t
hat
oft
en
elude
s w
omen
candi
dat
es
runnin
g for
exe
cutive
offic
e �
effe
ctiv
enes
s.
!It
was
an e
xam
ination
of
com
peting f
act
ors:
show
ing a
wom
an i
n a
light
that
make
s her
per
sonal
ly a
ppea
ling,
while
als
o sh
owin
g t
hat
she
had t
he
kind
of s
tren
gth
nee
ded
for
the
job s
he
is s
eeki
ng.
!Thes
e st
rate
gic
findi
ngs
offe
r w
omen s
ugge
stio
ns
to h
elp t
hem
appe
ar m
ore
effe
ctiv
e and s
tron
g,
but
they
nee
d t
o be
put
into
the
conte
xt o
f th
e act
ual ca
mpai
gn a
nd o
ther
co
mpet
ing s
trate
gic
consi
dera
tion
s.
!Vot
ers�
hes
itat
ions
arou
nd w
omen
candi
dat
es t
end
to r
evol
ve a
round
whet
her
wom
en
can be
to
ugh,
deci
sive
, an
d ac
tion
-orien
ted,
part
icula
rly
in th
e fa
ce of
a
finan
cial
dow
ntu
rn o
r ot
her
crisi
s.
!This
re
searc
h
was
inte
nde
d to
m
ove
the
dia
logue
from
id
entifica
tion
an
d doc
um
enta
tion
of th
e pr
oble
ms
wom
en face
to
tangib
le s
olution
s.
7
Key
Fin
din
gs
!W
om
en
can
did
ate
s, e
speci
all
y f
or
execu
tive o
ffic
e,
are
oft
en
ju
dg
ed
dif
fere
ntl
y a
nd
more
hars
hly
th
an
male
can
did
ate
s.
A
chal
lengin
g
double
st
andar
d
exis
ts
for
wom
en,
espec
ially
on
the
dim
ensi
on o
f ef
fect
iven
ess
and s
tren
gth
.
!A
w
om
an
ca
nn
ot
be
pre
sen
ted
in
th
e
sam
e
way
a
man
is
p
rese
nte
d an
d ach
ieve th
e sa
me le
vel
of
eff
ect
iven
ess
. It
is
cl
ear
that
vote
rs s
tart
out
with m
ore
ques
tions
about
effe
ctiv
enes
s,
toughnes
s, a
nd p
rove
n r
ecord
s fo
r w
om
en t
han
for
men
and a
re m
uch
m
ore
judgm
enta
l ab
out
pre
senta
tion o
n t
his
dim
ensi
on.
!A
pp
eali
ng
pre
sen
tati
on
s d
o n
ot
nece
ssari
ly l
ead
to
im
pre
ssio
ns
of
eff
ect
iven
ess
for
eith
er m
en o
r w
om
en.
!Conve
rsel
y, c
om
munic
atin
g e
ffec
tive
nes
s doe
s gen
erat
e ap
pea
l.
8
Wha
t, W
here
, How
�
Th
e w
ay w
om
en
can
did
ate
s sp
eak,
wh
ere
th
ey s
peak,
an
d w
hat
they s
ay a
re c
riti
cal
to s
ho
win
g e
ffect
iven
ess
.
WH
AT
Wom
en
need
to p
rovid
e a
pro
ven
reco
rdw
ith s
pec
ific
pol
icie
s, g
oals
, an
d a
chie
vem
ents
. Vot
ers
star
t ou
t le
ss lik
ely
to bel
ieve
th
at a
wom
an ca
ndid
ate
has
a
pro
ven re
cord
an
d ar
e m
ore
skep
tica
l of
her
pre
senta
tion
. W
omen
can
didate
s nee
d to
show
tangi
ble
exam
ples
of
toughnes
s and m
aki
ng a
diffe
rence
, not
just
mou
th t
he
wor
ds.
En
erg
eti
c p
rese
nta
tion
s an
d a
ctiv
e v
erb
spro
ve t
o be
effec
tive
too
ls f
or w
omen
.
Th
e i
ssu
es
fem
ale
can
did
ate
s ta
lk a
bou
t are
as
imp
ort
an
t as
the w
ord
s th
ey u
se t
o t
alk
ab
ou
t th
em
. V
oter
s do
not
wan
t fe
mal
e ca
ndid
ates
tal
king
just
abou
t ex
pec
ted �
kitc
hen
tab
le�
topi
cs l
ike
educa
tion
and h
ealth c
are.
WH
ER
EForm
al se
ttin
gs
do
mor
e to
enhan
ce c
redib
ility
than
info
rmal
set
tings.
Wom
en
can
did
ate
s n
eed
to s
how
a s
eri
ou
sness
of
pu
rpose
�if t
hey
com
e ac
ross
as
too
sexy
, to
o ca
sual
, or
too
gla
mor
ous,
then
they
unde
rmin
e th
eir
cred
ibili
ty a
s an
effec
tive
lea
der
.
HO
WC
on
crete
, sp
eci
fic
state
men
tsar
e bet
ter
than
vag
ue
and futu
re-o
rien
ted s
tate
men
ts.
Vote
rs
wan
t to
h
ear
from
th
e
wom
en
ca
nd
idate
s d
irect
ly.
They
re
spon
d
to
ener
get
ic,
forc
eful
pre
senta
tion
s th
at
are
made
stra
ight
to t
he
cam
era.
Act
ive v
erb
s co
nn
ote
eff
ect
iven
ess
an
d t
ou
gh
ness
, as
wel
l as
dem
onst
rate
a p
rove
n r
ecor
d �
all
of
whic
h a
re d
imen
sion
s th
at a
re im
por
tant
for
wom
en t
o re
lay
to v
oter
s.
9
64.2
9
54.9
0
77.5
882
.11
0102030405060708090
Men
<55
Men
55+
Wom
en <
55W
omen
55+
�I w
ant
you t
o t
ell
me h
ow
lik
ely
it
is t
hat
a w
oman c
andid
ate for
Gove
rnor
wou
ld
hav
e t
hat
qualit
y,
usi
ng a
sca
le w
hic
h g
oes
from
0,
not
at
all
likely
, to
100,
ext
rem
ely
lik
ely
.�
To
ug
hn
ess
*Ple
ase
note
: thi
s is
not
sur
vey
data
, but
ratin
gs fr
om th
e di
algr
oups
.Si
mila
r res
ults
wer
e fo
und
on h
avin
g a
prov
en re
cord
.
Wom
en a
re m
ore
lik
ely
than m
en t
o se
e gen
eric
w
omen
can
did
ate
s as
likel
y to
be
tough,
with m
en
65 a
nd o
ver
bei
ng t
he
hars
hes
t cr
itic
s.
10
Men
als
o te
nd t
o ra
te h
andlin
g a
crisi
s and b
eing t
ough
as m
ore
im
por
tant
than
fem
ale
vote
rs.
93.0
8 71.3
474.5
4
95.2
0 70.5
572.5
8
92.3
9 80.9
0 62.8
1
84.4
287.0
5 71.2
6
0102030405060708090100
Men
<55
Men
55+
Wom
en <
55W
omen
55+
Can
han
dle
a cr
isis
A pr
oven
reco
rdTo
ugh
�I w
ant
you t
o te
ll m
e h
ow
im
por
tant
it is,
in t
erm
s of you
r vo
te,
for
candid
ate
s fo
r G
ove
rnor
to h
ave t
hat
qualit
y, u
sing a
sca
le w
hic
h g
oes
from
0 t
o 1
00,
where
0 m
ean
s not
at
all
impor
tant
and 1
00 m
eans
extr
em
ely im
por
tant.
�
*Ple
ase
note
: thi
s is
not
sur
vey
data
, but
ratin
gs fr
om th
e di
algr
oups
.In
this
re
sear
ch w
omen
tend
to g
ive
mor
e w
eigh
t to
havi
ng a
pro
ven
reco
rd w
hich
nee
ds
mor
e re
sear
ch.
11
Mea
ns a
nd P
eaks
58
.5
54
.5
59
.0
50
.7
54
.0
51
.5
60
.65
9.3
58
.95
7.3
44
46
48
50
52
54
56
58
60
62
To
tal
Me
n <
55
Me
n 5
5+
Wo
me
n <
55
Wo
me
n 5
5+
Ma
le C
an
did
ate
Ad
sF
em
ale
Ca
nd
ida
te A
ds
Ave
rage
s of
the
five
fem
ale
ads
and
five
mal
e ad
s: M
eans
�Now
we�
re g
oing t
o be
wat
chin
g s
ome
video
clip
s th
at s
how
can
didat
es. A
s w
e w
atch
thes
e cl
ips
I w
ant
you t
o te
ll m
e w
ith y
our
dia
ls if
what
you
are
see
ing m
akes
you
thin
k th
at t
he
candi
dat
e is
show
ing s
tren
gth
and a
nd is
an e
ffec
tive
lea
der
. Z
ero
mea
ns
no
stre
ngth
, or
not
effec
tive
, an
d 100 m
eans
a gre
at d
eal of
str
ength
or
very
eff
ective
.�
�Now
we�
re g
oing t
o be
wat
chin
g s
ome
video
clip
s th
at s
how
can
didat
es. A
s w
e w
atch
thes
e cl
ips
I w
ant
you t
o te
ll m
e w
ith y
our
dia
ls if
what
you
are
see
ing m
akes
you
thin
k th
at t
he
candi
dat
e is
show
ing s
tren
gth
and a
nd is
an e
ffec
tive
lea
der
. Z
ero
mea
ns
no
stre
ngth
, or
not
effec
tive
, an
d 100 m
eans
a gre
at d
eal of
str
ength
or
very
eff
ective
.�
65
61
65
57
60
56
68
68
69
65
0
10
20
30
40
50
60
70
To
tal
Me
n <
55
Me
n 5
5+
Wo
me
n <
55
Wo
me
n 5
5+
Ma
le C
an
did
ate
Ad
sF
em
ale
Ca
nd
ida
te A
ds
Avera
ges
of
the f
ive f
em
ale
ad
s an
d f
ive m
ale
ad
s: P
eaks
12
A P
rove
n R
ecord
!D
em
on
stra
tin
g a
pro
ve
n r
eco
rd i
s key f
or
fem
ale
can
did
ate
s to
sh
ow
th
ey c
an
be
eff
ect
ive
le
ad
ers
.
�D
ocu
men
tin
g a
reco
rd o
f p
roven
resu
lts
is i
mp
ort
an
t to
vo
ters
.Fo
r both
mal
e a
nd f
emal
e ca
ndid
ates
a p
rove
n r
ecord
enhan
ces
cred
ibili
ty w
hen
cla
imin
g e
ffec
tive
ness
.
�It
is b
est
to
use
co
ncr
ete
exam
ple
sw
hen d
iscu
ssin
g a
pro
ven r
ecord
.�
Th
e u
se o
f ti
tles h
elp
s i
mp
art
eff
ect
iven
ess
. U
sing t
itle
s of
ele
ctiv
e offic
e su
ch a
s M
ayo
r, L
t.
Gove
rnor
or
titles
of
lead
ersh
ip s
uch
as
boar
d c
hair
or
civi
c org
aniz
er a
ll hel
ped
rei
nfo
rce
exper
ience
and a
tra
ck r
ecord
.
�U
sin
g p
ers
on
al b
iog
rap
hy m
ay b
e a
go
od
wa
y t
o s
et
up
a p
roven
re
cord
for
fem
ale
candid
ates
, but
cannot
be r
elie
d o
n a
lone.
Rat
her
, bio
gra
phy
nee
ds
the
languag
e an
d im
ages
th
at p
rove
res
ults
and d
emonst
rate
d a
ccom
plis
hm
ents
.
“T
hey
didn
't ha
ve a
ny e
xper
ienc
e. T
hey
wer
e ju
st c
omin
g in
off
the
stre
et a
nd th
ey w
ere
sayi
ng, ‘
I am
goi
ng to
run
for
gove
rnor
bec
ause
I a
m th
is a
nd I
am
that
.’”
-Sen
ior
man
in M
isso
uri
“I
thou
ght s
he w
as v
ery
effe
ctiv
e an
d I
thou
ght s
he w
as p
oint
ing
to h
er r
ecor
d an
d sa
ying
, ‘T
his
is w
hat I
did
as
may
or
and
this
is w
hat I
’m g
oing
to d
o as
gov
erno
r.’
She
was
put
ting
her
mou
th w
here
her
feet
had
bee
n. A
nd I
like
that
.”
-Sen
ior
man
in M
aryl
and
“St
ate
your
gai
ns, y
our
trac
k re
cord
as
best
you
can
bec
ause
for
wom
en th
ere
is n
ot m
uch
ther
e.”
-You
nger
wom
an in
Mis
sour
i
13
Concr
ete
resu
lts-
orien
ted lan
guag
e w
ork
s bes
t to
show
effec
tive
nes
s
�Str
eam
line
bure
aucr
acy�
�Cut
taxe
s�
�Ste
el fou
ndri
es r
eopen
ed�
�Child
ren h
ave
mor
e acc
ess
to h
ealth c
are
than a
ny
other
sta
te�
�Str
onges
t ec
onom
y in
dec
ades
�
�New
HM
O p
rote
ctio
ns�
Peo
ple
dia
led
up
on
th
e f
oll
ow
ing
ph
rase
s:
14
Subst
ance
mat
ters
!Th
e i
ssu
es
fem
ale
can
did
ate
s ta
lk a
bou
t are
as
imp
ort
an
t as
the w
ord
s th
ey u
se t
o t
alk
ab
ou
t th
em
.
�It
is
cl
ear
from
th
e fo
cus
gro
up
s th
at
vote
rs w
an
t to
h
ear
wom
en
talk
ab
ou
t n
on
-tr
ad
itio
nal
polici
es
an
d i
ssu
es.
Th
ey d
o not
just
wan
t fe
mal
e ca
ndi
dat
es t
o ta
lk a
bou
t th
e tr
aditio
nal
�ki
tchen
tab
le�
issu
es o
f ed
uca
tion
and h
ealthca
re.
They
als
o w
ant
to h
ear
abou
t th
e is
sues
th
at
are
bot
h
impor
tant
to
thei
r liv
es
and
are
likel
y to
dem
onst
rate
to
ughnes
s an
d ef
fect
iven
ess:
the
econ
omy,
taxe
s and c
rim
e.
�W
hen
dis
cuss
ing
mo
re �
soft
� o
r tr
ad
itio
nal
�wo
men
�s�
issu
es,
(such
as
educa
tion
), m
ale
and f
emal
e ca
ndi
dat
es g
et h
igh r
atin
gs
on a
ppea
l, b
ut
nei
ther
rec
eive
par
ticu
larl
y hig
h r
atin
gs
on
effe
ctiv
enes
s.
�Cri
me p
roves
to b
e o
ne o
f th
e b
est
iss
ues
for
wom
en
to g
ain
cre
dib
ilit
y.
Wom
en
and m
en b
oth r
ecei
ve h
igher
rat
ings
when
they
tal
k abou
t cr
ime
with s
pec
ific
ref
eren
ces
to
polic
y pro
posa
ls.
This
appro
ach w
ork
s bes
t w
hen
wom
en d
emon
stra
te a
spec
ific
, re
leva
nt
connec
tion
to
the
issu
e th
at e
nhan
ces
thei
r cr
edib
ility
.
�Taxes
as
an
iss
ue w
ork
s w
ell f
or
wom
en
can
did
ate
s.
When
fem
ale
candid
ate
s ta
lk
abou
t cu
ttin
g t
axes
, vo
ters
dia
l up o
n e
ffec
tive
nes
s.
�Th
e e
con
om
yis
th
e t
hir
d i
ssu
e t
hat
wom
en
can
use
to d
em
on
stra
te e
ffect
iven
ess
, but
this
has
mor
e m
ixed
res
ults.
Vot
ers
are
mor
e ju
dgm
enta
l ab
out
wom
en r
unnin
g o
n t
he
econ
omy
than
men
. W
omen
are
mor
e su
cces
sful
when
mak
ing s
pec
ific
, co
ncr
ete
econ
omic
cl
aim
s an
d pro
pos
als
rath
er t
han
only
bro
ad s
tate
men
ts.
15
What
work
s le
ss w
ell
�E
nd
ors
em
en
ts
may
no
t n
ece
ssa
rily
b
e th
e sil
ver
bu
llet
that
man
y o
f u
s w
ou
ld e
xp
ect
. Endors
ements
fro
m n
ewsp
aper
s, �
regula
r peo
ple
,�an
d o
ther
lead
ers
all fa
il to
incr
eas
e ef
fect
iven
ess
in t
his
exp
erim
enta
l des
ign,
alth
ough w
e sh
ould
note
th
at b
y def
initio
n t
hes
e v
ote
rs a
re n
ot
fam
iliar
with t
he t
hir
d p
arty
endors
ers.
It
is
import
ant
to r
emem
ber
, how
ever
, th
at t
he
dia
l gro
up r
esponden
ts d
o n
ot
hav
e t
he
luxu
ry o
f bein
g a
cquai
nte
d w
ith t
he e
ndors
er �
it i
s not
their
hom
etow
n n
ewsp
aper
, th
eir
gover
nor,
or
thei
rnei
ghbor.
�A
dd
itio
nall
y,
it ap
pears
th
at
a
male
vo
iceo
ver,
o
r a
male
en
do
rser
may
overs
had
ow
th
e f
em
ale
ca
nd
idate
. I
t is
im
port
ant
that
she
appea
r st
rong a
nd
effe
ctiv
e b
y sp
eak
ing f
or
her
self.
�W
hil
e t
he
y m
ay h
ave
ma
ny o
the
r u
ses
in c
am
pa
ign
s, g
imm
ick
s c
ut
ag
ain
st
dem
on
stra
tin
g e
ffect
ive
ness
, es
pec
ially
in t
he c
urr
ent
envi
ronm
ent.
�Is
su
ing
w
ritt
en
p
lan
s
do
es
less
fo
r est
ab
lish
ing
eff
ect
iven
ess
th
an
co
nven
tio
na
l w
isd
om
su
gg
est
s.V
ote
rs d
o n
ot
dia
l up o
n e
ffec
tive
nes
s an
d t
end t
o
hav
e low
rec
all of
the p
lans.
�S
tate
men
ts t
hat
are
vag
ue,
futu
re-o
rie
nte
d,
em
oti
ve o
r th
at
do
no
t sh
ow
p
roo
f o
f re
cord
, su
ch a
s �w
ill a
ppoin
t,�
�one
of
my
conce
rns
is,�
�th
e b
udget
will
be,
� �w
ork
ed w
ith t
he s
yste
m f
or
chan
ge,
� and �
solv
es p
roble
ms,
�oft
en r
ated
hig
h
on a
ppea
l but
not
on e
ffec
tive
nes
s.16
The
trian
gle
diag
ram
bel
ow is
a s
impl
e illu
stra
tion
of o
ne o
f th
e ch
alle
nges
wom
en c
andi
date
s fa
ce w
hen
bein
g ev
alua
ted
by
vote
rs.
The
dow
nwar
d po
intin
g tri
angl
e re
pres
ents
the
eval
uativ
e fra
mew
ork
that
vot
ers
appl
y to
mal
e ca
ndid
ates
. The
ave
rage
vi
ewer
spe
nds
a sm
all a
mou
nt o
f tim
e as
sess
ing
the
pers
onal
app
eara
nce
of a
mal
e ca
ndid
ate,
mov
es q
uick
ly to
eva
luat
e se
tting
an
d su
rroun
ding
s an
d fin
ally
spe
nds
the
mos
t tim
e fo
cuse
d on
wha
t the
mal
e ca
ndid
ate
is s
ayin
g.
The
upw
ard
poin
ting
trian
gle
repr
esen
ts th
e ve
ry d
iffer
ent f
ram
ewor
k th
at o
ur r
esea
rch
sugg
ests
vot
ers
appl
y to
fem
ale
cand
idat
es. T
he ti
me
spen
t on
each
ca
tego
ry is
opp
osite
, with
vie
wer
s sp
endi
ng th
e si
gnifi
cant
ly m
ore
time
cons
ider
ing
a fe
mal
e ca
ndid
ate�
s pe
rson
al a
ppea
ranc
e,
then
sim
ilarly
eva
luat
es th
e se
tting
�su
gges
ting
that
ther
e is
then
less
tim
e to
con
side
r wha
t the
wom
an c
andi
date
is s
ayin
g.
Men
Wom
en
Issue
s and
Mes
sage
�Wha
t�
Setti
ng�W
here
�
Pers
onal
App
eara
nce
�How
�
How
The
first
thin
g a
view
er/v
oter
not
ices
abo
ut a
ny c
andi
date
is th
eir v
isua
l app
eara
nce.
Thi
s in
clud
es th
e ov
eral
l loo
k of
th
e nd
idat
e, in
clud
ing
clot
hing
, fac
ial e
xpre
ssio
ns, b
ody
lang
uage
, and
leve
l of f
orm
ality
. For
wom
en th
is c
an m
ean
addi
tiona
l es
tions
abo
ut a
ge a
nd th
e ro
le o
f fa
mily
.
Whe
reTh
e se
tting
in w
hich
a m
essa
ge is
del
iver
ed is
the
next
cha
ract
eris
tic n
otic
ed b
y a
view
er. W
here
a c
andi
date
is, w
heth
er th
e tin
g is
an
offic
e,
out w
ith o
rdin
ary
wor
kers
on
the
job
site
, or i
n an
eve
n m
ore
info
rmal
set
ting
such
as
kitc
hen
or a
livi
ng ro
om.
The
ople
sur
roun
ding
a
cand
idat
e ar
e al
so fa
ctor
ed in
to th
is s
tage
of e
valu
atio
n.
Wha
tLa
st a
vie
wer
focu
ses
on w
hat i
s be
ing
said
, the
act
ual t
opic
mat
ter a
nd th
e to
ne a
nd s
tyle
of t
he p
rese
ntat
ion.
Tri
angle
s of
Perc
eption
17
Pre
senta
tion
!V
ote
rs j
ud
ge w
om
en
by h
ow
th
ey l
oo
k,
wh
at
they s
ay a
nd
wh
ere
th
ey s
ay i
t.
While
men h
ave
to b
e a
ware
of
thei
r vi
sual
pre
senta
tion
s, w
om
en h
ave
to b
e e
ven
mor
e v
igila
nt
abou
t how
they
pre
sent
them
selv
es.
!Fo
rmal
sett
ing
s an
d a
ttir
e s
ho
w w
om
en
as
seri
ou
s an
d r
igh
t fo
r th
e j
ob
.W
hen
pre
sente
d t
his
way,
wom
en r
eceiv
ed h
igher
effect
iven
ess
ratings.
“W
ell,
I w
as ju
st g
oing
to s
ay th
at I
did
n’t…
it w
as a
turn
off
to m
e w
hen
they
wer
e tr
ying
to g
et b
y w
ith
just
lo
oks
and
pers
onal
ity
and
real
folk
sy s
tuff
. I
just
did
n’t l
ike
the
way
she
look
ed.”
-you
nger
wom
an in
Mis
sour
i
“W
ith
[can
dida
te X
] st
andi
ng u
p th
ere
as a
n ex
ecut
ive,
in a
ll o
f the
pic
ture
s if
you
take
a lo
ok a
t her
and
at
the
girl
[ca
ndid
ate
Y],
you
’ll s
ee [
cand
idat
e Y
] is
in b
lue
jean
s an
d [c
andi
date
X]
has
been
in a
bus
ines
s su
it
the
who
le ti
me.
I th
ough
t a w
hole
lot h
ighe
r of
[ca
ndid
ate
X]
than
I d
id [
cand
idat
e Y
]. [
Can
dida
te Y
] di
dn’t
lo
ok li
ke s
he w
as g
over
nor
mat
eria
l. [C
andi
date
X]
look
ed a
litt
le b
it b
ette
r.”
-you
nger
wom
an in
Mis
sour
i
The
nee
d f
or a
for
mal
set
ting a
nd a
ttir
e is
mos
t ob
viou
s in
the
gen
eric
cre
ated
ads.
The
form
al
fem
ale
ads
rate
d h
igher
than
the
info
rmal
ads
amon
g e
very
vot
er g
roup.
The
younger
and m
ore
attr
active
the
candid
ate,
the
mor
e im
por
tant
a fo
rmal
set
ting.
18
In
the
crea
ted
ads,
th
e fo
rmal
ads
garn
er
hig
her
ra
tings
than
the
info
rmal ads.
55.0
57.4
54.2
50.0
53.2
52.2
46485052545658
Form
alm
ale
adFo
rmal
youn
ger
wom
an a
d
Form
alol
der
wom
an a
d
Info
rmal
mal
e ad
Info
rmal
youn
ger
wom
an a
d
Info
rmal
olde
rw
oman
ad
Mean
s o
f cr
eate
d s
eg
men
ts
�Now
we�
re g
oin
g t
o b
e w
atch
ing s
om
e vi
deo
clip
s th
at
show
can
did
ates
. A
s w
e w
atch
thes
e c
lips
I w
ant
you t
o t
ell
me
with y
our
dia
ls i
f w
hat
you a
re s
eein
g m
akes
you t
hin
k th
at t
he c
andid
ate i
s sh
ow
ing
stre
ngth
and a
nd is
an e
ffec
tive
lea
der
. Z
ero m
eans
no s
trength
, or
not
effe
ctiv
e, a
nd 1
00 m
eans
a gre
at
dea
l of
stre
ngth
or
ver
y effec
tive
.�
19
Form
al s
ettings
bes
t co
nve
y ef
fect
iven
ess.
�M
an
y
info
rmal
sett
ing
s ca
n
be
ap
peali
ng
, b
ut
no
t p
art
icu
larl
y
eff
ect
ive.
For
bot
h m
ale
and f
emal
e ca
ndi
dat
es,
shak
ing h
ands,
sitting w
ith
child
ren,
stan
din
g
nex
t to
a c
hild
�s d
esk,
or
stan
ding in n
osta
lgic
set
tings,
such
as
whea
t fiel
ds,
rat
e hig
h o
n t
he
appea
ling s
cale
with v
oter
s, b
ut
do n
ot r
ate
hig
h o
nef
fect
iven
ess.
Sitting a
t a
des
k, s
tandi
ng a
t a
pod
ium
, or
bei
ng
in a
busi
nes
s or
mee
ting s
etting
wor
k bes
t fo
r co
nve
ying e
ffec
tive
nes
s fo
r th
e fe
mal
e ca
ndi
dat
es.
�V
ote
rs are
m
ore
cr
itic
al
of
fem
ale
ca
nd
idate
s� ap
peara
nce
s th
an
th
ey a
re o
f m
ale
can
did
ate
s.W
omen
can
didat
es n
eed t
o sh
ow a
ser
iousn
ess
of p
urp
ose
�if t
hey
com
e ac
ross
as
too
sexy
, to
o ca
sual
, or
too
gla
mor
ous,
then
they
hurt
thei
r ch
ance
s of
bei
ng s
een
as a
n e
ffec
tive
lea
der
.
Vot
ers,
are
much
mor
e lik
ely
to c
omm
ent
on t
he
appea
rance
of
the
fem
ale
candid
ates
th
an t
he
mal
e ca
ndi
dat
es.
“I
thin
k th
ere
is a
mat
ter
of d
ress
. It s
houl
d no
t be
abou
t who
has
the
best
figu
re. A
gain
, I th
ough
t tha
t wom
an…
was
just
ab
omin
able
wit
h th
e je
ans
and
the
tigh
t sui
ts a
nd a
ll th
at. I
thin
k th
ere
is a
mat
ter
of s
ophi
stic
atio
n an
d ta
stef
ulne
ss th
at
shou
ld b
e in
thei
r dr
ess
that
mak
es th
em lo
ok p
rofe
ssio
nal a
nd c
onfi
dent
.”
-You
nger
wom
an in
Mar
ylan
d
“I
just
did
n’t l
ike
the
way
she
look
ed.”
-You
nger
wom
an in
Mis
sour
i20
Str
ong A
ctiv
e La
nguag
e
!T
he w
ay w
om
en
can
did
ate
s sp
eak,
wh
ere
th
ey s
peak,
an
d w
ha
t th
ey s
ay a
re c
riti
cal
to s
ho
win
g e
ffect
iven
ess
. En
erg
eti
c p
rese
nta
tion
s an
d a
ctiv
e v
erb
s p
rove t
o b
e
eff
ect
ive t
ools
for
wom
en
.
�O
ne o
f th
e m
ost
rob
ust
fin
din
gs
is t
hat
act
ive v
erb
s w
ork
well f
or
fem
ale
ca
ndid
ate
s.
Act
ive
verb
s co
nnot
e ef
fect
iven
ess
and
toughness
, as
wal
l as
dem
onst
rating a
pro
ven re
cord
. Act
ive ve
rbs
such
as
�f
ought,
� �t
old,�
�c
rack
ed
dow
n,�
and �
forg
ed�
are
all
verb
s th
at c
onve
y ef
fect
iven
ess
and t
oughness
to
vote
rs,
and v
oter
s di
al up o
n e
ffec
tive
nes
s on
the
language
, an
d o
vera
llra
te t
he
ads
hig
her.
�V
ote
rs
als
o
resp
on
d
to
wom
en
ca
ndid
ate
s p
ers
on
all
y
makin
g
tou
gh
st
ate
men
ts�
�you
bre
ak
the
law
, yo
u p
ay
the
pric
e;�
�you
do
the
crim
e, y
ou d
o th
e tim
e;�
�we�
ve g
ot t
o ch
ange
the
syst
em;�
�the
vote
rs a
re t
ired
of
bein
g l
ied
to;�
�ther
e w
ill b
e hon
est
budget
s.�
Vot
ers
dial
ed u
p on
effec
tive
nes
s an
d t
ende
d to
have
hig
her
rec
all in
the
grou
ps
of t
hes
e m
omen
ts.
�Talk
ing
in
act
ive l
an
gu
ag
eals
o a
llow
s w
om
en
to s
et
up p
lace
s w
here
th
ey
have t
aken
on
a t
ou
gh
en
em
y,
an
d t
o s
peak f
or
them
selv
es
in m
ore
forc
efu
l la
ngu
age.
�In
all t
he a
ds
we t
est
ed
th
ere
was
never
an
in
stan
ce w
hen
vo
ters
dia
led
up
on
eff
ect
iven
ess
an
d t
ou
gh
ness
bu
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22
For
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The
Whi
te H
ouse
Pro
ject
The
Whi
te H
ouse
Pro
ject
110
Wal
l Str
eet,
2ndFl
oor
New
Yor
k, N
Y 1
0005
(212
) 785
-600
1
