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



    FLEMINGTON, N.J., Aug. 6 /EMWNews/ -- 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:

http://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                                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.



    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 http://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

http://www.muhlenberg.edu.