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By Marisa Abrajano

Presuming powerful courting exists among one's id and political habit, American politicians have lengthy detailed immigrant and ethnic groups in accordance with their shared ethnic or racial id. yet to what volume do political crusade messages effect electorate' real judgements and behaviors?This new booklet is among the first to check and evaluate the crusade efforts used to focus on Latinos with these directed on the remainder of the citizens. particularly, it makes a speciality of televised Spanish and English-language advertisements constructed for the 2000 and 2004 presidential elections, in addition to for dozens of congressional and statewide contests from 2000–2004. writer Marisa Abrajano's study finds publicity to those televised political advertisements certainly affects even if Latinos end up to vote and, if this is the case, for whom they vote. however the impact of those advertisements messages isn't uniform around the Latino voters. Abrajano explores the actual elements that impact Latinos' receptivity to political advertisements and provides key findings for these attracted to knowing how you can mobilize this severe swing staff in American politics.

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Extra resources for Campaigning to the New American Electorate: Advertising to Latino Voters

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Yet, policy statements can be complex, requiring the viewer to possess some existing knowledge of the issue. Finding that “more than 50 percent” of ads in a particular election or electoral year mention policy is not enough information to determine (1) what kind of policy information voters receive from these advertisements, (2) whether they are influenced by and can learn from these messages, and (3) whether some voters are more receptive to one type of policy statement than to others. As such, the content of political ads needs to be examined in a way that distinguishes just how informative these messages are.

But as the responses from immigrant Jews and Italians indicate, such campaign appeals did not necessarily lead to unconditional support. Some immigrant groups were concerned about substantive matters, especially those that affected their community. Thus, although efforts to target ethnic minorities date back to the late nineteenth century, it is unclear what consequences these efforts may have had on the political well being of the immigrant or minority group in question. Historical Efforts at Latino Outreach Latinos have been a presence on the American landscape for hundreds of years.

Bush commercial in which the candidate’s Latino nephew, George P. Bush, appears. S. and very proud of my bloodline. ” Responses from Latino viewers indicate that this was Bush’s most successful advertisement during the 2000 campaign; it also received the most publicity of any of his Spanish-language ads. Although it aired no more 38 Chapter 3 than one hundred times in the Miami, Albuquerque–Santa Fe, and Los Angeles media markets, the media attention that it drew greatly helped the Bush campaign.

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