Campaigning to the New American Electorate Advertising to Latino Voters

"Campaigning to the New American Electorate is an impressive first entry in what will surely become a stape subfield in Latino political studies, as more scholars employ sophisticated data analysis to assess the impact of candidate advertising strategies on the behavior of the Latino electorate."-Tony Affigne, Perspectives on Politics "In Campaigning to the New Electorate, Marisa Abrajano examines how advertising directed to Latinos impacted voter behavior in the 2000-2004 congressional and presidential elections. . . a valuable contribution to the area of understanding Latino political behavior."-Sylvia R. Lazos, Election Law Journal "This is a compelling study of campaign advertising in an increasingly diverse nation. The topic is quite timely and the question of how campaigns reach out to Latino voters will continue to be a subject of great importance into the future. The book is fresh, informative, and readable."-Janelle Wong, University of Southern California "This is an important and groundbreaking piece of research in an area that is badly understudied and yet of interest to a wide audience, including scholars and political practitioners. It is well known that the size and political power of Latinos in the United States is increasing dramatically. However, our understanding of how to encourage Latinos to vote as well as how to influence their vote choices is relatively unsophisticated. This study is a major step forward in filling that void in the literature."-Melissa R. Michelson, Associate Professor of Political Science, California State University, East Bay