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By Marisa Abrajano

Presuming powerful courting exists among one's id and political habit, American politicians have lengthy unique immigrant and ethnic groups in keeping with their shared ethnic or racial id. yet to what volume do political crusade messages influence electorate' real judgements and behaviors?This new booklet is likely one of the first to ascertain and examine the crusade efforts used to focus on Latinos with these directed on the remainder of the citizens. in particular, it specializes in 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 examine finds publicity to those televised political advertisements certainly affects no matter if Latinos prove to vote and, if that is so, for whom they vote. however the impact of those ads messages isn't uniform around the Latino citizens. Abrajano explores the actual elements that impact Latinos' receptivity to political advertisements and gives key findings for these attracted to knowing easy methods to mobilize this serious swing team in American politics.

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Additional info for Campaigning to the New American Electorate: Advertising to Latino Voters

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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.

The indicators examined thus far suggest that Latinos’ levels of political activity are lower than those of Anglos and African Americans. The evidence presented by Verba and associates (1995), who tabulated an average “political information score” for various racial and ethnic groups, confirms this hypothesis. Verba and colleagues measured the political information score using nine questions about “hard” political facts. Respondents were asked to name their members of Congress (both House and Senate), for example, and to explain the significance of the Fift h Amendment.

We live in a country that has opened its heart, and has given us real opportunity. The United States. Our country. George W. Bush. ”15 The corresponding visual images were of the flags from a variety of Latin American countries, as well as of the elderly, children, and Bush. This Latino-targeted ad clearly recognizes the diversity and heterogeneity of the Latino community and recognizes the immigrant experience that many Latinos share in. But no mention is made of Bush’s policy record or plans.

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