Destination 270

SMU Students Analyze the 2012 Presidential Election

The Final Round of Spanish Ads

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With the election less than one week away both Presidential candidates are hurriedly delivering their final campaign messages to the extremely influential bloc of Latino voters in Nevada through Spanish language radio and television.  Let’s take a look at some of the top advertisements and what messages both candidates feel Latino voters need to hear in the final days before the election.

The first ad was produced by the Libre Initiative, which is a conservative political action committee run by a former George W. Bush staff member. The ad, completely in Spanish, begins with a series of Hispanics sharing stories of hardships from the past four years. After asked how her life has changed in the past four years, one woman responds in Spanish, “I haven’t been able to find a job since I was laid off in 2009.”

A second Spanish advertisement for Romney attacks Obama’s record on the economy during his first term. The ad is a comparison of Obama’s first term as President to Romney’s term as Governor of Massachusetts.

The Obama campaign too has recently released a number of advertisements directed at Latinos on Spanish language radio and television. The below advertisement was released on October 24 by the Obama campaign. This advertisement features a conversation between Michelle Obama and Cristina Saralegui, a talk-show host sometimes referred to as the “Hispanic Oprah Winfrey”. Saralegui has been an enthusiastic supporter of Obama this cycle. After Saralegui asks Michelle why it’s so important for Latinos to vote in this election, Michelle lists off comprehensive immigration reform, health care reform and education as some of the major issues of importance in this election.


Another Spanish advertisement by the Obama campaign features President Obama speaking directly to the audience in Spanish. The ad directly addresses the issue of “DREAMers”, young immigrants who were brought to the Unites States illegally, usually by family, who are in school or the military. The President said in Spanish about these DREAMers, “In the young people known as DREAMers, I see the same qualities Michelle and I try to instill in our daughters”


Both campaigns understand the importance of reaching Latino voters on these channels. Andres Ramirez, president of political consulting group Ramirez Group and the vice chair of the Democratic National Committee’s Hispanic Caucus, said that both campaigns were “tripping over themselves” to get an advertisement in during Univision’s immensely popular variety show “Sabado Gigante” that aired its 50th-anniversary show Saturday.

So, are these advertisements on Spanish channels helping? The latest poll from Latino Decisions shows more enthusiasm among Hispanic voters in this election than in 2008. Obama holds the support of 73 percent of Hispanic voters nationwide in the latest tracking poll, compared to Romney’s 21 percent. The poll also indicates that while the economy and jobs are the most important issues among the majority of Latinos, immigration reform comes in second, ahead of education and health care.

In terms of Nevada, Clark County Elections Department data show a significant increase in the number of registered voters with Spanish surnames. Currently, both campaigns are working the phones and knocking on doors in Hispanic neighborhoods to increase voter turnout. Check back to Destination 270 this weekend after the early voting period ends tomorrow in Nevada.



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