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....