RT Journal Article
SR Electronic
T1 The Effect of Generational Status In Language-Tailored Political Messages
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 356
OP 366
DO 10.2501/JAR-54-3-356-366
VO 54
IS 3
A1 Sindy Chapa
A1 Enrique P. Becerra
YR 2014
UL http://www.journalofadvertisingresearch.com/content/54/3/356.abstract
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.