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Spanish-language ads can be effective tool for political candidates seeking Latino vote

Stephen Nuño-Pérez - NBC News

April 17, 2018

Researchers have seen increased voter interest and turnout in campaigns where the candidate steadily invested in Spanish-language television ads.

Political candidates have been reluctant to invest in Spanish-language television ads, but in this high-stakes midterm year, a growing body of research suggests it can give candidates the edge that can put them over the top in a close election.

Research by Rudy Alamillo and Loren Collingwood at the University of California, Riverside, argue that these appeals can have a positive impact on non-Latino candidates, and that the notion that shared ethnic backgrounds are needed for an explicitly ethnic appeal to work is misguided.


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