FLEMINGTON, N.J., June 17 -- Results from a new national
study among 312 self-reported Democrats, Republicans and independents
indicated that the emotions most felt among voters while watching the new
McCain Girl video were "irritated" and "entertained".
(Logo: http://www.newscom.com/cgi-bin/prnh/20071204/NYTU133LOGO )
The study was conducted by HCD Research during June 16-17, to obtain
Americans' perceptions of the new McCain Girl music video, produced by
Barelypolitcal.com
While viewing the video, participants indicated their levels of
positive and negative feelings 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. Participants were also asked pre- and
post-viewing questions regarding their support for John McCain. To view
detailed results and negative and positive curves, go to:
http://www.mediacurves.com
Among the study findings:
-- Among political parties, the emotions most felt by Democrats while
watching the video were "irritated" (27%) and "entertained" (27%), compared
to Republicans, who reported "irritated" (30%) and "entertained" (23%) as
the emotions most felt, and independents who reported "entertained" (28%)
and "irritated" (27%) as the emotions most felt.
-- There was little change regarding which candidate respondents would
vote for after viewing the video.
-- When asked if the video would help, hurt or have no effect on
McCain's campaign, 52% of Democrats reported that it would have no effect,
compared to 62% of Republicans and 58% independents who reported it would
have no effect on his campaign.
-- Nearly half of Democrats (48%) reported that the video was produced
by "a separate organization unrelated to any campaign", compared to more
than half of Republicans (51%) and independents (67%).
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
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