TY - JOUR T1 - The Effect of Generational Status In Language-Tailored Political Messages JF - Journal of Advertising Research JO - J Advert Res SP - 356 LP - 366 DO - 10.2501/JAR-54-3-356-366 VL - 54 IS - 3 AU - Sindy Chapa AU - Enrique P. Becerra Y1 - 2014/09/01 UR - http://www.journalofadvertisingresearch.com/content/54/3/356.abstract N2 - 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. ER -