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Few things grate more with me than advertising executives telling women that they know what women want. David Cameron, however, seems to think differently. Keen to make himself more attractive to female voters, he has hired Pretty Little Head, a “strategic consultancy,” to help.

The firm claims to base its analysis on “the scientific study of gender difference.” But this seems to amount to the usual sweeping statements about men liking systems and women preferring empathy. No mention is made of politics. Instead, drawing heavily on the ideas of John Gray, author of Men are from Mars, Women are from…

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