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Compares the campaign efforts used to target Latinos with those directed at the rest of the electorate and focuses on televised Spanish and English-language advertising developed for the 2000 and 2004 presidential elections, as well as for dozens of congressional and statewide contests from 2000-2004. The author's research reveals exposure to these televised political ads indeed impacts whether Latinos turn out to vote and, if so, for whom they vote.