Campaigning to the new American electorate [electronic resource] :advertising to Latino voters / Marisa A. Abrajano.
By: Abrajano, Marisa.Material type: BookPublisher: Stanford, Calif. : Stanford University Press, c2010Description: 1 online resource (x, 198 p.) : ill.ISBN: 9780804774703 (electronic bk.); 0804774706 (electronic bk.).Subject(s): Advertising, Political -- United States | Political campaigns -- United States | Hispanic Americans -- Politics and government | Political science | POLITICAL SCIENCE -- Political Process -- General | Advertising, Political | Hispanic Americans -- Politics and government | Political campaigns | Political science | United StatesGenre/Form: Electronic books. | Electronic books.DDC classification: 324.70973 Online resources: EBSCOhost
Includes bibliographical references (p. 179-190) and index.
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.
This is one of the first research endeavors to systematically compare the content of Spanish and English language campaign ads over an extended period of time (2000-2004) and across a variety of elections (Presidential, Congressional and Gubernatorial). Not only does it examine the way in which politicians have communicated to the nation's two largest electorates, it also looks at the impact of these ads on the political choices that Latinos make.
Description based on print version record.