For evidence of how intensely the presidential candidates are battling over women, consider their investment in Oprah Winfrey. After the news programs, \u201cOprah\u201d\u009d is the chief recipient of campaign advertisements this year, with Senator John McCain buying more commercial spots on the program in the last month than Senator Barack Obama \u201d\u201d even though Ms. Winfrey herself is backing Mr. Obama.<\/p>\n
Mr. Obama, the Democratic presidential nominee, is teaming stars from soap operas and \u201cSex and the City\u201d\u009d with congresswomen in contested states. Mr. McCain, the Republican nominee, is sending tailored mailings on taxes to women who drive minivans, watch \u201cThe Biggest Loser\u201d\u009d or \u201cLost\u201d\u009d and know their way to the nearest big-box store.<\/p>\n
And both campaigns are trying to highlight the issues they think will draw more support from women, with Mr. Obama emphasizing pay equity and abortion rights and Mr. McCain playing up his \u201cmaverick\u201d\u009d image and raising questions of respect.<\/p>\n
The fierce, and complicated, competition for the female vote has been escalated by Mr. McCain\u2019s selection of Gov. Sarah Palin of Alaska as his running mate. Even before the Palin selection, Mr. Obama was moving to shore up support from women, especially those who had supported Senator Hillary Rodham Clinton in the Democratic primaries.<\/p>\n
Now Obama campaign officials are stepping up their efforts, and both campaigns are recalibrating pitches to women to navigate cultural forces and policy positions that can give them an advantage.<\/p>\n