projects that in 2020 we will become the largest nonwhite segment of the electorate, surpassing African Americans.
One way to connect to Hispanic voters is to run ads in Spanish. This appeals to voters proficient in Spanish. And even for those who are English-dominant But among whites who identified as Democrats, the Spanish ad had a significant negative impact. “Levels of favorability toward Obama were about 11 percentage points lower among white Democrats after viewing the ad with Spanish-language content — despite the fact that there were English subtitles and the content was, therefore, fully accessible — relative to when viewing the same ad entirely in English,” Ostfeld reported.
But when the progressive policy message included the phrase “white, black, and brown,” the winning margin over the pro-business message increased to 41 points.
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