The Paul Begala-run, Hillary super PAC Priorities USA just flushed $6 million down the toilet with its new ad “Speak”.
This ad fails to take into account that (1) racism trumps sexism, and (2) both men and women are culturally and genetically predisposed to be wary of women leaders.
How Men & Women Subconsciously See Women
|Ugly/Old women||Worthless, nagging||Weak, nagging|
The problem is, this doesn’t show up in your traditional consultant-run focus groups because participants feel pressured to conceal these biases (or justify them based on issues they don’t actually care about). By choosing ugly old chicks to star in the ad, Priorities USA greatly reduced its efficacy:
This ad has the unintended effect of framing Trump as “a regular guy”, rather than as an “uncaring, out of touch billionaire” (which should be their line of attack).