ABSTRACT. The mainstay of the paper is formed by an analysis of the impact of advertising on voter choice, the expressive value of voting, voting as a fundamentally social behavior, and the relationship between voters and women candidates. The theory that I shall seek to elaborate here puts considerable emphasis on the partisanship of the individual who is exposed to advertising, the effects of political advertising on vote choice and candidate evaluations, the relationship between advertising and vote choice, and the realities of women’s underrepresentation in political life. pp. 124–129

Keywords: political advertising, vote choice, women, candidate