The Effect of Generational Status in Language-Tailored Political Messages

The current study explored the effect of language-tailored political television advertisements on young-adult Latinos who live in the United States.

The Effect of Generational Status in Language-Tailored Political Messages: Why Advertising Needs to Adjust to Appeal to Young Adult Latino-Americans

Sindy Chapa

Florida State University

Enrique P. Becerra

Texas State University

Management slant

  • Young-adult Latinos are not homogenous; marketers must take this heterogeneity into account when creating advertisements for this demographic.
  • The effectiveness of political advertising—and perhaps other advertising—on young-adult Latinos is dependent on this demographic's generational status.
  • Findings suggest that first-generation young-adult Latinos prefer political advertisements in Spanish. Preference for Spanish advertisements diminishes with increasing generational status, with the third generation preferring advertisements in English....

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