Despite limited experience courting the Latino community, both political parties made a point to campaign aggressively for Latino "swing" votes through advertisements and get-out-the-vote (GOTV) drives in 2006. While there is a new commitment to Spanish-language advertising and direct contact with Latino voters, no evidence exists that this targeted outreach has worked. The question remains, does targeted advertising influence the vote choice of Latinos, and, how does this advertising affect the more general population? To address these questions, we implemented an experiment during the 2006 California election. Latino and non-Latino subjects were randomly assigned to a control or treatment group. Those in the treated groups received a flyer endorsing Arnold Schwarzenegger for governor, containing an endorsement from a Latino or an Anglo political figure. The treatment ads were further divided into English only or in both English/Spanish. Thus, the groups were as follows: Anglo endorser English, Latino endorser English, Anglo endorser bilingual, and Latino endorser bilingual. We expect to find that targeted messages should have a stronger influence on vote preference than non-targeted messages among Latinos. Further, the combined effect of a Latino endorser with a message delivered in both languages might have the strongest effects. Finally, non-Latinos should be less receptive to the Latino-targeted ads, perhaps witnessing a demobilizing effect. ..PAT.-Unpublished Manuscript [ABSTRACT FROM AUTHOR]