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
Very Favorable / 5% / 4%
Mostly Favorable / 11% / 15%
Mostly Unfavorable / 44% / 29%
Very Unfavorable / 41% / 53%
Very Favorable / 34% / 33%
Mostly Favorable / 47% / 42%
Mostly Unfavorable / 14% / 16%
Very Unfavorable / 5% / 9%
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.