Americans Irritated by New Obama Girl Video

Flemington, NJ, March 27, 2008 – A national study among 440 self-reported Democrats, Republicans and independents revealed that among all respondents, the emotions most felt while watching the new Obama Girl were “irritated” (48%) and “embarrassed” (35%).

The study was conducted by HCD Research during March 26-27, to obtain Americans’ perceptions of the new Obama 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 Barack Obama. To view detailed results and negative and positive curves, go to: www.mediacurves.com

Among the study findings:

• Among political parties, the emotions most felt by Democrats while watching the video were “irritated” (51%), followed by “embarrassed” (41%), compared to Republicans, who reported “irritated” (52%) and “skeptical” (35%) as the emotions most felt, and independents who reported “irritated” (42%) and “embarrassed” (36%) as the emotions most felt.
• A majority of all respondents (71%) reported that if they saw the video online, they would not forward it to family or friends.
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• There was little change regarding which candidate respondents would vote for after viewing the video.
• Half of all respondents (50%) reported that the video was produced by “a separate organization unrelated to any campaign” and 34% thought it was sponsored by the Obama campaign.

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 www.hcdi.net or call HCD Research at 908-788-9393

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