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Flemington, NJ, August 6, 2008 – Results of a national focus group conducted among 334 Americans revealed that a majority of Republicans (65%), reported that they were disturbed, skeptical and angry after viewing a new ad by Senator McCain, which questions Barack Obama’s ability as a leader.
The study was conducted during August 5-6, among self-reported Democrats, Republicans and independents by HCD Research and the Muhlenberg College Institute of Public Opinion (MCIPO) to obtain Americans’ perceptions of a new ad which portrays Obama as a savior, with images featuring Charlton Heston as Moses.
While viewing the video, participants indicated their levels of believability by moving their mouse from left to right on a continuum. The responses were recorded in quarter-second intervals and reported in the form of curves. The participants’ emotions were measured using the Ayer Emotion Battery. Participants were also asked pre- and post-viewing questions. To view believability curves and detailed results go to: www.mediacurves.com.
Among the study findings:
Emotions Most Felt Among All Parties While Viewing the Ad
Which of the following best describes your overall opinion of John McCain in the 2008 Presidential Election?
| Prior to Viewing the Ad | After Viewing the Ad | |||
| Democrats | Democrats | |||
| Very Favorable | 5% | Very Favorable | 4% | |
| Mostly Favorable | 11% | Mostly Favorable | 15% | |
| Mostly Unfavorable | 44% | Mostly Unfavorable | 29% | |
| Very Unfavorable | 41% | Very Unfavorable | 53% | |
| Republicans | Republicans | |||
| Very Favorable | 34% | Very Favorable | 33% | |
| Mostly Favorable | 47% | Mostly Favorable | 42% | |
| Mostly Unfavorable | 14% | Mostly Unfavorable | 16% | |
| Very Unfavorable | 5% | Very Unfavorable | 9% | |
| Independents | Independents | |||
| Very Favorable | 8% | Very Favorable | 7% | |
| Mostly Favorable | 37% | Mostly Favorable | 31% | |
| Mostly Unfavorable | 26% | Mostly Unfavorable | 29% | |
| Very Unfavorable | 30% | Very Unfavorable | 31% | |
The Media Curves web site provides the media and general public with a venue to view Americans’ perceptions of popular and controversial media events and advertisements.
Editors/Reporters: For more information on the study, or to speak with Glenn Kessler, president and CEO, HCD Research or Chris Borick, Ph.D., director of the Muhlenberg College Institute of Public Opinion, please contact Vince McGourty, HCD Research, at (908) 483-9121 or (vince.mcgourty@hcdi.net).
HCD Research is a communications research company headquartered in Flemington, NJ. The company's services include traditional and web-based marketing and communications research. For additional information on HCD Research, access the company’s web site at www.hcdi.net or call HCD Research at 908-788-9393. Headquartered in Allentown, Pennsylvania, MCIPO is a respected source of public opinion data on local, state and national issues. . For additional information on Muhlenberg College, go to www.muhlenberg.edu
