The US Republican party doesn’t exactly have the best track record on understanding how women think, act or vote.
They lost the 2012 presidential election, in huge margins, thanks to what many said was the GOP’s “women problem”, with offensive party lines and policies that would have actually left women worse off.
And now with midterm gubernational elections approaching and dismal approval numbers among minorities and women — who, according to a recent poll, view the party as “intolerant”, “stuck in the past” and “lacking in compassion” — they’re trying to clean up their act and get women voting for them. But their latest ad campaign, which is going viral for all the wrong reasons, is probably not going to go over all that well with “culturally relevant” women.
The College Republican National Committee’s $1 million effort to appeal to younger voters comes in the form of a spin-off of the TLC reality show, Say Yes to the Dress, which centres around a woman picking out her wedding gown.
In the one minute clip, a young woman is seen choosing her wedding dress while her hip and trendy friends nod along in agreement. It’s the perfect dress – stylish, polished, modern and affordable. Just like Gov. Rick Scott, the Republican nominee. “Rick Scott is becoming a trusted brand,” she says. “He has new ideas that don’t break your budget.”
Her mother, however, is insistent that she goes with the frumpy, expensive and “a little outdated”, “Charli Christ”. Who just happens to be the Democrat challenging Scott.
But young Brittney and her friends are defiant. She sees a better future with Rick Scott. “Brittney said ‘yes’ to Rick Scott!” the voice-over proudly proclaims, as the ladies toast with champagne glasses. Yes, that’s right. Women will choose their politicians just like they choose their wedding dress.
A tip for some of our politicians who have been accused, at times, of having their very own “women problem”? Forget equal pay, abortion rights and taxes that work against women. The Republican party has finally figured out the one thing the ladies care about. And that’s a pretty wedding dress.