Politicians’ good looks can mask weaknesses
OTTAWA – Much has been made about Justin Trudeau’s good looks and easy charm, and analysts say they will be among his greatest assets as he seeks to follow in his father’s footsteps all the way to 24 Sussex.
But while those traits may go a long way to covering up other weaknesses as he seeks the Liberal leadership, analysts say there’s no guarantee they will translate into broader voter appeal — particularly if age and experience become factors.
Several recent studies have linked a political candidate’s physical appearance with how voters respond to him or her, and Wilfrid Laurier University professor Simon Kiss said the consensus is attractiveness is a net benefit.
Not only are voters more likely to listen to a politician who is easy on the eyes, but good looks have also been linked to perceptions of competence.
“There’s lots of evidence in advertising that an appealing messenger can get people’s attention and increase credibility of the message,” said University of Toronto professor David Dunne, who has studied political marketing.
“In other words, if I’m advertising something and I have a good-looking spokesperson versus an ugly-looking spokesperson, the good-looking spokesperson will do better.”
Of course, what’s attractive to one person isn’t necessarily the same as another.
A study published by researchers at Tufts University in Massachusetts in February 2010 linked dominance and maturity to power, which was attractive to those on the right side of the political spectrum.
But trustworthiness plus likability equated to warmth, which appealed to those on the left.
Darrell Bricker, CEO of polling firm Ipsos-Reid, says this is because while those on the right want leaders who are competent and know what they’re doing, those on the left are looking for someone who will sweep them off their feet.
“The guys on the left need a rock star, and they haven’t had one since (Pierre) Trudeau himself,” Bricker said. “The guys on the left, they need to be inspired, they have to fall in love with their leaders. And somebody who’s physically attractive, that helps.”
Bricker pointed to former U.S. president Bill Clinton and former British Prime Minister Tony Blair as examples.
Some see Trudeau filling this mould, as the Liberals seek to attract voters who supported the NDP in the last election.
Bricker said nobody should be more scared of Trudeau taking over the Liberals than Tom Mulcair.
But as the Tufts University study suggested, Bricker said those on the right are looking for competence — which is where Trudeau’s looks, not to mention his record, could be a hindrance.
Trudeau has delivered passionate talks on social justice, climate change and the need to do away with politics as usual, but he hasn’t been able to shake questions in some corners over whether he is a pretty face with little to back it up.
Kiss noted the Montreal MP, who has been in politics for four years, doesn’t have a long record of public service he can point to like, Defence Minister Peter MacKay, who was a Crown prosecutor before joining politics.
Since being elected, his credentials on important issues like the economy are largely non-existent, and he has committed several gaffes, most notably this past February when he said he would support Quebec separating if Canada became “the Canada of Stephen Harper.”
The bottom-line is Trudeau’s attractiveness will take him far — but how far is the question.