Spanglish is increasingly being used to reach Latino voters

Communicating in Spanish is key to wooing Latino voters, who are nearly 15% of the electorate and who could swing critical races inDuring the lead-up to the 2020 presidential contest, the Biden campaign did at least one Spanglish ad and several other Spanish-language ones. This year so far, it's released two in

The Democratic National Committee also says it's made a "six-figure" investment in digital, print and radio ads targeting Latinos while paying for more than 30 Spanish-language billboards in key battleground states.also released Spanish ads in 2020 but has yet to spend any cash on them so far this cycle.

"We're embracing the fact that our community is evolving and they're not just speaking Spanish, they're speaking a combination of it." But under Biden, those things are "much harder," Alvarez says, adding that's why Trump appeals to Latino voters.Launching Spanglish ads is "a more volatile choice" because if not well done, they can easily come off as parody, says Carlos Odio, co-founder and senior vice president for research at Equis Labs.

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