Gender Differences in Reactions to TV Political Advertising: An Empirical Study of the 2015 Presidential Election in Poland

Many studies on TV political advertising suggest the gender differences in reactions to affective aspect, both at level of liking and evaluation candidates. The article follows this trend, presenting an empirical study carried out Poland during 2015 presidential electoral campaign. results show We found that women are more susceptible changing perception candidates' images as a result influence ads. Interestingly, watching advertisements resulted statistically significant decrease most Women's susceptibility is also proved by changes emotional attitude candidates after spots. In addition, research showed ads cannot change whose consolidated public discourse.