PT  - JOURNAL ARTICLE
AU  - Sindy Chapa
AU  - Enrique P. Becerra
TI  - The Effect of Generational Status In Language-Tailored Political Messages
AID  - 10.2501/JAR-54-3-356-366
DP  - 2014 Sep 01
TA  - Journal of Advertising Research
PG  - 356--366
VI  - 54
IP  - 3
4099  - http://www.journalofadvertisingresearch.com/content/54/3/356.short
4100  - http://www.journalofadvertisingresearch.com/content/54/3/356.full
SO  - J Advert Res2014 Sep 01; 54
AB  - The current study explored the effect of language-tailored political television advertisements on young-adult Latinos who live in the United States. It included the case of the 2008 presidential campaign as well as a simulated experiment performed two years later for a cross-validation purpose. Findings indicated that the effectiveness of political advertising on young-adult Latinos depends not only on the language used in the political advertisement but on the viewers' generational status.