Vota por tu futuro: Partisan mobilization of Latino voters in the 2000 presidential election

Over the past two presidential elections, the major parties have been making a push at appealing to Latinos, airing over 3000 political advertisements in Spanish in the 2000 presidential election. In this paper, we ask whether the political ads used in the 2000 election had any effect on Latino turnout. We argue that the effectiveness of ads on the likelihood of turnout depends on how targeted the ad is to Latinos and the individual's process of acculturation. We test our hypotheses using data from the Campaign Media Analysis Group, merged with data from the 2000 National Annenberg Election Survey. We find that the effectiveness of the ads on the likelihood of turnout was mediated by the individual's dominant language, which is taken as a proxy for the process of acculturation.