LEADER 03588nam 2200577Ia 450 001 9910812203603321 005 20200520144314.0 010 $a0-8047-7470-6 024 7 $a10.1515/9780804774703 035 $a(CKB)2670000000029587 035 $a(EBL)547310 035 $a(OCoLC)646066553 035 $a(SSID)ssj0000413459 035 $a(PQKBManifestationID)12103291 035 $a(PQKBTitleCode)TC0000413459 035 $a(PQKBWorkID)10382364 035 $a(PQKB)11167011 035 $a(DE-B1597)564570 035 $a(DE-B1597)9780804774703 035 $a(OCoLC)1178769700 035 $a(MiAaPQ)EBC547310 035 $a(EXLCZ)992670000000029587 100 $a20091217d2010 uy 0 101 0 $aeng 135 $aurun#---|uu|u 181 $ctxt 182 $cc 183 $acr 200 10$aCampaigning to the new American electorate $eadvertising to Latino voters /$fMarisa A. Abrajano 210 $aStanford, Calif. $cStanford University Press$d2010 215 $a1 online resource (211 p.) 300 $aDescription based upon print version of record. 311 0 $a0-8047-6895-1 320 $aIncludes bibliographical references and index. 327 $tFront matter --$tContents --$tAcknowledgments --$t1. Campaigning to a Changing American Electorate --$t2. A Theory of Information-Based Advertising --$t3. Campaigning to Ethnic and Racial Minorities in the U.S. --$t4. Candidates? Advertising Strategies --$t5. Advertising Effects on the Latino Vote --$t6. The Consequences of an Information-Based Advertising Strategy --$t7. The Future of Ethnically Targeted Campaigns --$t8. Epilogue: The 2008 Campaigns --$tAppendix A: Coding the Advertisements --$tAppendix B: Constructing the Ad Exposure Variable --$tAppendix C: Voter Learning and Vote-Choice Model Specification --$tNotes --$tReferences --$tIndex 330 $aPresuming that a strong relationship exists between one's identity and political behavior, American politicians have long targeted immigrant and ethnic communities based on their shared ethnic or racial identity. But to what extent do political campaign messages impact voters' actual decisions and behaviors? This new book is one of the first to examine and compare the campaign efforts used to target Latinos with those directed at the rest of the electorate. Specifically, it focuses on televised Spanish and English-language advertising developed for the 2000 and 2004 presidential elections, as well as for dozens of congressional and statewide contests from 2000?2004. Author Marisa Abrajano's research reveals exposure to these televised political ads indeed impacts whether Latinos turn out to vote and, if so, for whom they vote. But the effect of these advertising messages is not uniform across the Latino electorate. Abrajano explores the particular factors that affect Latinos' receptivity to political ads and offers key findings for those interested in understanding how to mobilize this critical swing group in American politics. 606 $aAdvertising, Political$zUnited States 606 $aPolitical campaigns$zUnited States 606 $aHispanic Americans$xPolitics and government 615 0$aAdvertising, Political 615 0$aPolitical campaigns 615 0$aHispanic Americans$xPolitics and government. 676 $a324.70973 700 $aAbrajano$b Marisa$f1977-$01650651 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910812203603321 996 $aCampaigning to the New American Electorate$94000118 997 $aUNINA