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Campaigning to the New American Electorate Advertising to Latino Voters

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ISBN-10: 080476896X

ISBN-13: 9780804768962

Edition: 2010

Authors: Marisa Abrajano

List price: $25.00
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Presuming 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 20002004. Author Marisa Abrajano's…    
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Book details

List price: $25.00
Copyright year: 2010
Publisher: Stanford University Press
Publication date: 4/24/2010
Binding: Paperback
Pages: 216
Size: 5.98" wide x 9.02" long x 0.59" tall
Weight: 0.638
Language: English

Campaigning to a Changing American Electorate
A Theory of Information-Based Advertising
Campaigning to Ethnic and Racial Minorities in the U.S.
Candidates' Advertising Strategies
Advertising Effects on the Latino Vote
The Consequences of an Information-Based Advertising Strategy
The Future of Ethnically Targeted Campaigns
Epilogue: The 2008 Campaigns
Coding the Advertisements
Constructing the Ad Exposure Variable
Voter Learning and Vote-Choice Model Specification