I'm choosing to vote Lib Dem because I agree with most of their policies, not because the party is lead by Nick Clegg or because I am a woman.
However, as a working woman one of the factors influencing my vote is because the Lib Dem manifesto promises to protect existing tax credit arrangements paying for childcare and to actually increase the hours to 20 hours per week that can be taken in batches that suit the parents (not the arbitrary 2.5 hours per session currently in place).
I imagine that will appeal to a lot of woman voters, but I am not sure that women would vote purely on that issue alone if there were other policies they substantially disagreed with.
I think it's unfair to dismiss the voting choices of people who vote based on how much they like each candidate. It's not how I would choose to vote but it's a valid one even if you believe it's a bit daft. Throughout human history we have always made snap judgements about people based on their appearance and manner. It's not altogether a daft thing to do with politicians - on the world stage a politician who is comfortable in front of the cameras, looks smart, can make points clearly, appears honest (even if not being so) will probably achieve his or her goals much more effectively than someone who looks uncomfortable in their own skin and cannot articulate an argument.
I am not a die-hard party supporter, I am a floating voter. I'm not voting for either Labour or Conservatie. I watched the first debate ready to find fault with both, but I was unexpectedly and pleasantly surprised by how sincere (even if somewhat harried) Gordon Brown seemed.
Cameron, OTOH, seemed very insincere. Combine this with a manifesto that tries to come across as family friendly and all for the people, and a couple of weeks later a poster saying 'let's cut benefits' (when the Tories have realised they have lost the middle ground to Clegg so are retreating to their natural right) and Cameron's perceived insincerity simply reinforces my idea that if I took a gamble and voted Conservative they would break a lot of manifesto promises once in power.
Rightly or wrongly, an individual's manner and appearance have a big effect on how people interpret what they say. Labelling this as sex appeal is misleading and patronising; it's more about cultivating a well-groomed, trustworthy appearance to get people prepared to listen to what you say. That's part of a politician's job surely?
Sorry, that was long.