PBS高端访谈:西班牙语的选举广告开支比2008年高出八倍

 　　JUDY WOODRUFF: The NewsHour and NPR are tracking how the presidential campaigns are spending their ad dollars to target specific demographic groups in battlegrounds like North Carolina.

　　Our partner Kantar Media/CMAG found that President Obama and Mitt¹ Romney have spent eight times more money this year on Spanish-language ads than in 2008.

　　NPR's Greg Allen went to Raleigh to explore how those ads were being used to target the growing Hispanic population in the state, and the messages the candidates are using to appeal to this younger and economically hard-hit group of voters.

　　Greg Allen joins us now.

　　Good to have you with us.

　　And, Greg, just to be clear, North Carolina is getting a large share or at least a share of this Hispanic advertising² money, but much of it, your reporting discovered, is going to other states.

　　GREG ALLEN, National Public Radio: That's right, Judy.

　　I mean, really, when you look at it, half of all the advertising is being spent—Spanish-language advertising is being spent in Florida really in like three markets. You have got Orlando, Miami and Tampa.

　　And that's where really the lion's share of this is going. And then you take those—put Florida aside. Denver is getting a lot of advertising, Spanish-language advertising from both campaigns. Also, Las Vegas is.

　　But then you have got a few other markets. And Raleigh is a very interesting case there, because there you have a market with a growing Hispanic presence, where Hispanic voters—Hispanics are maybe one out of every 10 voters in the Raleigh area. So, the question is—or at least one out of every 10 population. The Romney campaign feels that it's important to reach them.

　　And it's been doing Spanish-language ads in that market. So far, the Obama campaign hasn't matched them. But it's an interesting development.

　　JUDY WOODRUFF: So, tell us what kind of ads you're seeing the campaigns running there.

　　GREG ALLEN: Well, it's interesting, because, you know, as we all know, you know, President Obama has been down this road before.

　　He did very well with Hispanic voters four years ago, winning something like 67 percent of the Hispanic vote nationwide.

　　In North Carolina, the Hispanic vote, while small, is—can be significant. That's a state where President Obama only won by 14,000 votes four years ago. And there's many more Hispanic voters than that.

　　So, I think the philosophy, the strategy for the Romney camp is to try to win some of those voters back. And they're doing it by going on the air with advertising. A lot of the advertising is advertising introducing Mitt Romney to voters because a lot of people don't know him, kind of biographical³ ads.

　　You have some with his son Craig, who is a fluent Spanish speaker, speaking directly to Hispanics. And that's very important. He does that.

　　But then you have also got some ads where they talk about—an ad they call "The Truth," where they try to tell what they see as the truth about President Obama, where he's fallen short. And they're trying to sell that kind of three-pronged message to Hispanics in Raleigh and try to win some of those votes.

　　JUDY WOODRUFF: So, this is a message that is specifically tailored to the Latino, to the Hispanic community?

　　GREG ALLEN: Yes. I think all of his—most of his ads are, although I have talked to some analysts⁴ who have been somewhat critical of the Romney camp for some of the ads they have put together.

　　For instance, the first ad they put up was an ad called "Day One," which was just a direct translation of an English language ad they had.

　　As part of that ad among, the things that Gov. Romney talks about is—or the narrator does on his behalf talks about wanting to repeal⁵ the health care reform plan, Obamacare. And that, of course, is something that is actually very popular with Hispanics.

　　So, that's what some people have been considered to be a misstep, the kinds of things where they don't target an ad directly at the Hispanic community. And until they do that, then they are really not going to get it right.

　　JUDY WOODRUFF: So, is there a sense of how effective that is, this advertising the Romney camp is doing, how effective it is?

　　GREG ALLEN: Well, for one thing, they're far behind—in terms of Spanish-language ads, far behind the Obama campaign. They have really only spent about half as much as the Obama campaign had.

　　Now, that number has ramped⁶ up dramatically in the last month. They are spending much more. They say they're going to do a full ad blitz in the last month.

　　They introduced a new ad today which attacks President Obama for leaving a $6 trillion national debt they say for the grandchildren and—children and grandchildren. And they talk about—this is the Spanish-language ad—they talk about how this is going to be a debt they're going to have to pay.

　　They have also come up with some ads where they talk—where you have Hispanic voters talking about why they feel disappointed in President Obama, where they feel that his promises were not kept.

　　So those are some of the things we're starting to see from them, things that actually seem a little bit more artful, that some analysts have told me that they think actually are more on the mark, might have more resonance⁷ with the Hispanic community.

　　JUDY WOODRUFF: And just very quickly, contrast that with the message coming out from the Obama camp to the Hispanic electorate⁸ there.

　　GREG ALLEN: Well, the Obama campaign has enlisted⁹ Cristina Saralegui, who is known as the Hispanic Oprah. She's a very well-known personality. She's done a series of ads that have been very effective for President Obama.

　　He's also used some Spanish-speaking volunteers talking about the issues, showing them in the community talking to other people in the community about that, this kind of one-to-one thing that really helps build trust within the Hispanic community that this is someone that we can trust.

　　JUDY WOODRUFF: All right, well, Greg Allen joining us with a look at what both campaigns are doing to reach Hispanic voters.

　　Thanks very much.

　　GREG ALLEN: My pleasure.

1 mitt   

n.棒球手套，拳击手套，无指手套；vt.铐住，握手

参考例句：

• I gave him a baseball mitt for his birthday.为祝贺他的生日，我送给他一只棒球手套。
• Tom squeezed a mitt and a glove into the bag.汤姆把棒球手套和手套都塞进袋子里。

2 advertising   

n.广告业；广告活动 a.广告的；广告业务的

参考例句：

• Can you give me any advice on getting into advertising? 你能指点我如何涉足广告业吗?
• The advertising campaign is aimed primarily at young people. 这个广告宣传运动主要是针对年轻人的。

3 biographical   

a.传记(体)的

参考例句：

• The village paper published biographical sketches of the boys. 村里的报纸还刊登了两个小孩的小传。
• I gathered biographical notes from other Red Army leaders. 我向红军其他领导人搜集传记材料。

4 analysts   

分析家，化验员( analyst的名词复数 )

参考例句：

• City analysts forecast huge profits this year. 伦敦金融分析家预测今年的利润非常丰厚。
• I was impressed by the high calibre of the researchers and analysts. 研究人员和分析人员的高素质给我留下了深刻印象。

5 repeal   

n.废止，撤消；v.废止，撤消

参考例句：

• He plans to repeal a number of current policies.他计划废除一些当前的政策。
• He has made out a strong case for the repeal of the law.他提出强有力的理由，赞成废除该法令。

6 ramped   

土堤斜坡( ramp的过去式和过去分词 )； 斜道； 斜路； （装车或上下飞机的）活动梯

参考例句：

• With the arrival of George Lucas, the pace has ramped up. 随着乔治·卢卡斯的到来，速度大大加快。
• They also sold corporate bonds as the global financial crisis ramped up. 在全球金融危机加剧之际，他们还抛售了公司债券。

7 resonance   

n.洪亮；共鸣；共振

参考例句：

• Playing the piano sets up resonance in those glass ornaments.一弹钢琴那些玻璃饰物就会产生共振。
• The areas under the two resonance envelopes are unequal.两个共振峰下面的面积是不相等的。

8 electorate   

n.全体选民；选区

参考例句：

• The government was responsible to the electorate.政府对全体选民负责。
• He has the backing of almost a quarter of the electorate.他得到了几乎1/4选民的支持。

9 enlisted   

adj.应募入伍的v.（使）入伍， （使）参军( enlist的过去式和过去分词 )；获得（帮助或支持）

参考例句：

• enlisted men and women 男兵和女兵
• He enlisted with the air force to fight against the enemy. 他应募加入空军对敌作战。 来自《现代汉英综合大词典》