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PSI CHI JOURNAL OF UNDERGRADUATE RESEARCH Spring 2008 Copyright 2008 by Psi Chi, The National Honor Society in Psychology (Vol. 13, No. 1, 20–29 / ISSN 1089-4136). The Latino population in the United States has grown exponentially in the last several decades; however, their growing political power has remained untapped. As of 2000, the United States had approximately 21.6 million Latinos of voting age, but only 34 percent were registered to vote and only 27 percent actually reported having voted (Moore, 2003). At this point, neither major political party has a solid stronghold on the Latino voting bloc, but both have notably stepped up their efforts to gain that allegiance through increased advertising and community outreach. Moreover, both Republicans and Democrats have participated in forums that primarily discuss issues that are perceived to affect Latinos the most. Instead of appealing to Latinos through forums directed solely at them, there has been a recent micro targeted approach similar to that of other groups within the electorate (e.g. African Americans, women, rural voters, etc.). The Voting Rights Act of 1965 made it mandatory to provide ballots in the native language of the voters and since then, there has been an effort to communicate with Latinos in their native language. According to data gathered from television stations and network profiles, the 2004 election spent in the upwards of $8.7 million dollars on Spanish-language television ads (Segal, 2004). The New Democratic Network, a moderate Democratic political action committee, launched a $2 million dollar advertising strategy geared specifically towards Latinos in the 2004 presidential election. The cost of paid media spending on general elections has skyrocketed and therefore a cost-benefit analysis is necessary to determine the benefits of advertising to Hispanics in Spanish. However, research does indicate that Spanish-language adver t i s ing i s more e f fec t i ve for Hispanics/Latinos, ages 18-49, despite fluency in English (Roslow & Nicholls, 1996). According to Fullerton and Kendrick (2000), there are two conflicting forces that affect Latino preference: (1) the desire to fit into the mainstream and (2) the drive to reaffirm or maintain their ethnic identity. The desire to fit into the mainstream, which in this case is the dominant use of English, may explain how other researchers have found preference for the use of English language advertisements (Fullerton & Kendrick, 2000). Other research suggests that using Spanish language advertisements is more effective in conveying a message to bilingual Spanish-English speakers because those who identify themselves more strongly to their ethnicity are more frequent users of Spanish-only media (Deshpande, Hover, & Donthu, 1986). In addition to the increased persuasiveness of Spanish language ads, it can be inferred that it would take more airtime, and money, to reach as many Hispanic voters using English ads via mainstream media avenues. SILVIA FABELA

Spanish-Language Political Commercials: Does the Method of Persuasion Affect Overall Efficiency