Women are big this election season. No group is more courted. It’s great! The issues are important. Plus, we all enjoy the occasional pander.

Candidates are re-interpreting their old arguments in a new, woman-centric way. In Michigan, the Democratic Senate candidate defines his opponent’s opposition to Obamacare as a plan to “cut women’s access to ... mammograms.” In Kentucky, Republican Mitch McConnell has female surrogates claiming that his opponent, Alison Grimes, is trying to convince women that they “can’t graduate from college without raising your taxes.” This appears to be an oblique reference to Grimes’s call for reduced rates on student loans.

The College Republican National Committee has been investing heavily in online ads aimed at fans of the TV show “Say Yes to the Dress,” in which the dresses are named after gubernatorial candidates. If you are in, say, Florida, you’ll see a happy young woman trying on wedding gowns, twirling around and announcing that “The Rick Scott is perfect,” while her irritating mother demands that she take the Charlie Crist dress, even though it’s unflattering and costs more money. As a writer in Jezebel noted, it seems to have been made by people who felt the best way to communicate with female voters is “to explain things in terms of bridal wear.”

In Colorado, some commentators have given Democrat Mark Udall the nickname “Mark Uterus” because Udall has run so hard on women’s reproductive rights. It is definitely true that Udall has devoted a prodigious amount of ad-time to the fact that his opponent, Representative Cory Gardner, is a longtime supporter of the personhood movement, which declares all fertilized eggs are human beings. Voters find this idea so unnerving that a personhood amendment to the Constitution was soundly defeated in Mississippi. As well as Colorado, twice. Where it is on the ballot in November, yet again.