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1 ad, 3 accents: How Democrats aim to win Latino votes
WASHINGTON — The Spanish-language ads for Joe Biden used the same slogan to contrast him with President Donald Trump — “los cuentos no pagan las cuentas,” a play on words that roughly means “telling stories won’t pay the bills.”
But the narrator for the version that aired in Miami had a Cuban accent. In Orlando, the accent was Puerto Rican. And in Phoenix, it was Mexican.
Biden, the presumptive Democratic presidential nominee, is hoping to capture Florida and other pivotal states by pushing Latino turnout rates higher than when Hillary Clinton was defeated in 2016. A key to doing that is a deeper understanding of Latino voters’ backgrounds thanks to new advancements in “micro-targeting.”
That means using data modeling of voter populations to produce ads and customize outreach aimed at individual ethnic groups within the larger Latino community.