World Video | Defence | Foreign Affairs | Natural Events | Trade | NZ in World News | NZ National News Video | NZ Regional News | Search

 

McCain Viewed Slightly Less Favorable After Ad

Republicans Report Being Disturbed, Skeptical and Angry after Viewing New John McCain Ad

-- All Parties View McCain as Slightly Less Favorable After Watching Ad --

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

• Among political parties, the emotions most felt by Republicans while watching the ad were “disturbing” (37%), “skepticism” (17%) and “anger” (11%), compared to Democrats, who reported “anger” (20%) and “disturbing” (19%) and “confusion” (17%) as the emotions most felt. Independents reported “disturbing” (28%), “skepticism” (17%) and “confusion” (13%) as the emotions most felt while watching 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
Very Favorable / 5% / 4%
Mostly Favorable / 11% / 15%
Mostly Unfavorable / 44% / 29%
Very Unfavorable / 41% / 53%

Republicans
Very Favorable / 34% / 33%
Mostly Favorable / 47% / 42%
Mostly Unfavorable / 14% / 16%
Very Unfavorable / 5% / 9%

Independents
Very Favorable / 8% / 7%
Mostly Favorable / 37% / 31%
Mostly Unfavorable / 26% / 29%
Very Unfavorable / 30% / 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.


ENDS

© Scoop Media

 
 
 
 
 
World Headlines

 

Werewolf: Gordon Campbell On North Korea, Neo-Nazism, And Milo

With a bit of luck the planet won’t be devastated by nuclear war in the next few days. US President Donald Trump will have begun to fixate on some other way to gratify his self-esteem – maybe by invading Venezuela or starting a war with Iran. More>>

Victory Declared: New Stabilisation Funding From NZ As Mosul Is Retaken

New Zealand has congratulated the Iraqi government on the successful liberation of Mosul from ISIS after a long and hard-fought campaign. More>>

Gordon Campbell: On The Current US Moves Against North Korea

If Martians visited early last week, they’d probably be scratching their heads as to why North Korea was being treated as a potential trigger for global conflict... More>>

ALSO:

Gordon Campbell: On The Lessons From Corbyn’s Campaign

Leaving partisan politics aside – and ignoring Jeremy Corbyn’s sensational election campaign for a moment – it has to be said that Britain is now really up shit creek... More>>

ALSO:

Another US Court: Fourth Circuit Rules Muslim Ban Discriminatory

ACLU: Step by step, point by point, the court laid out what has been clear from the start: The president promised to ban Muslims from the United States, and his executive orders are an attempt to do just that. More>>

ALSO: