Resumen de The effect of generational status in language-tailored political messages

Si Ndy Chapa, Enrique P. Becerra

• 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.