The Viva Factor: Arizona and Maná
Listeners of a Spanish-language radio station in Phoenix heard ads in early May asking them to text their political opinion… and maybe win concert tickets. Is this data mining or a clever new strategy? Fernanda Echavarri walks us through the ads and Matt Barreto analyzes it, looking for the “Viva Factor.”
Since the 1952 presidential campaign, when candidate Dwight D. Eisenhower used the slogan “Viva Eisenhower” in an initiative to attract Mexican-American voters, whenever political candidates have wanted to signal to Latinos, they place the word “Viva” in front of their names. Our new series looks for the “Viva Factor,” the ways in which candidates and both parties aim to draw in the Latino vote.
Explaining Comemierrrrr… coles
This week’s segment rates an ad giving it a “comemierrr… coles” rating to test pandering to Latinos. The expression “comemiércoles” substitutes the naughty half of a Cuban expression for “B.S.” with the Spanish word for “Wednesday.” Consider it your Spanish lesson for the day.