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Copy Test
David Vitter Copy Test Report The Courageous Candidate Ad 2016 U.S. Senate Race
Laura Alexander MC 3510 Political Communication Research Professor York December 1, 2013

Copy Test
David Vitter Copy Test Report The Courageous Candidate Ad 2016 U.S. Senate Race
Campaign Context David Vitters political career in the Red state of Louisiana began with his instrumental support of the GOP. Although his credibility was tarnished amongst voters after a scandal involving a Washington, D.C., prostitution ring in 2007, Vitter currently basks in a high approval rating of 58 percent according to a recent Southern Media and Opinion Research poll. Two decades demonstrating knowledge and competence in areas of healthcare and environmental reform have made Vitter one of the most influential and most popular elected officials in Louisiana, especially amongst Republican voters. With the 2016 U.S. Senate campaign approaching, Vitters campaign staff must convey his legislative record of loyalty to conservative principles through campaign messages. Since the majority of the Louisiana Republican voters Vitter is aiming to reach shares these values, this record should be introduced in unique ways. Creating an image of courage against those who stand in opposition to these principles of conservatism, such as Senate Democrats, will produce genuine respect for Vitters courage. This concept of courage should tie into the broader theme of Vitter emerging as The Courageous Candidate in 2016. With Vitter campaigning as the incumbent, it is crucial for campaign messages to create emotional association between the voters and Vitter with substance rather than irrational emotions (Brader 2006). Providing clear examples of Vitters loyalty to Louisiana values through courageous legislation rather than emotional appeals of fear for the future will rally support amongst voters. To reach independent voters unsatisfied with the state of affairs in a Democratic-run Senate, his record of similar discontent with the status quo should be highlighted. This shared dissatisfaction should be shown in messages emphasizing Vitters stance against liberal agendas and schemes. By appealing to the emotions of dissatisfaction with the national Democratic leadership, Vitters campaign messages should be favorable in gaining political support.

Ad Development According to Joandrea Hoegg and Michael V. Lewis in the Journal of Marketing Research (2011), the candidates appearance will lead to an audiences conclusion about their personality, as well as affect their political party branding and advertising spending. With this being stated, it is imperative to develop a political ad creating an image of courage in Vitter. After considering this analysis, I constructed a political ad storyboard and candidate profile emphasizing Vitters competence in orchestrating reform amongst the Democratic leadership in the Senate. This level of capability shown by Vitter will result in his conservative political party branding him as the obvious choice after courageously opposing liberal schemes and agendas. Showcasing his bold presence in the Senate will also lead voters to trust Vitters character and career moves. Ridout and Franz (2011) suggest attention must be paid to the races competition level, the office the candidate is seeking, and the candidates status in order to maximize an advertisements impact. Since Vitter will be the incumbent in a U.S. Senate race, I decide to create a positive ad highlighting Vitters outspoken disappointment with the unproductive liberal agenda presently existing in the Senate. Paying avid attention to Vitters status as a vocal advocate for reform in the Senate, the ad contains images of Vitter standing on the Capitol steps, rallying in front of the American flag, and answering directly to the voters. An image of Harry Reid, the Senate Majority Leader, also reiterates Vitters opposition to liberal schemes. The music additionally uplifts the audience and portrays a motivating tune to support Vitter. Following Braders advice of invoking hope through hometown and family life, the American flag, bright colors and swelling symphonic music, I aimed to showcase Vitter battling against liberal complacency in the Senate. Overall, the advertisement attempts to portray Vitter as the positive, respectable choice due to his competency, courage, and values. After the production of the advertisement, I hypothesize the following will occur amongst the respondents: Attitudes
H 1a: Republicans will hold more positive attitudes towards Vitter after viewing the ad. H 1b: Democrats will hold more negative attitudes towards Vitter after viewing the ad. H 1c: Independents will hold more positive attitudes towards Vitter after viewing the ad.

Traits
H2a: Republicans will perceive Vitter as more competent after viewing the ad. H2b: Democrats will perceive Vitter as less competent after viewing the ad. H2c: Independents will perceive Vitter as more patriotism after viewing the ad.

Voting
H3a: Republicans will be more likely to vote for Vitter after viewing the ad. H3b: Democrats will be less likely to vote for Vitter after viewing the ad. H3c: Independents will be more likely to vote for Vitter after viewing the ad. Method ! Sample . To copy test ad effects, I embedded my campaign ad called The Courageous Candidate in a Qualtrics online survey. The copy test used a nonrandom, convenience sampling technique that consisted of Louisiana friends, family and acquaintances all potential voters (n = 50). Data collection ran from November 8, 2013 to November 18, 2013. ! Measures. I included a variety of survey measures designed to capture variation in respondents attitudes toward Vitter, perceptions of Vitters traits, and voting intentions. I also included a standard block of sociodemographic variables (sex, age, etc.). The variables called pre_Vitter_att and post_Vitter_att were assessed using an adapted version of the American National Election Studys (ANESs) 100-point feeling thermometer item. On this scale, scores of 0 indicate negative attitudes toward a candidate, in this case before and after viewing the advertisement. Scores of 100 mean that respondents were attitudinally positive toward Vitter, in this case before and after viewing the advertisement.

Pre_Vitter_comp and post_Vitter_comp measured respondents views of Vitters competence level before and after viewing the advertisement. This item asked respondents if they felt Vitter possessed the trait of competence. Respondents could answer on a seven-point Likert scale from 0 (strongly disagree) to 6 (strongly agree). Other traits items were used but were excluded from the analysis because they did not directly pertain to the abovementioned hypotheses.

Pre_Vitter_vote and Post_Vitter_vote measured the respondents likelihood of voting for Vitter in the next election. Respondents could answer from 0 to 100, with high scores indicating a greater likelihood of voting for Vitter. Procedure & Analysis. Respondents were asked the above questions before and after viewing Vitters The Courageous Candidate ad. Without random assignment or a control group, this study involves a quasi-surveyexperimental design.
The survey respondents began with questions involving attitudes toward Vitter. The respondents then answered questions about trait perceptions of Vitter and ended with voting intentions for Vitter before viewing the Courageous Candidate ad. The advertisement was shown next, and respondents were asked to re-answer an identical set of questions. Respondents then answered sociodemographic questions, were thanked for their participation and dismissed. I used controlled means comparison analysis to analyze my data. This procedure allowed me to compare attitudes, trait perceptions, and vote intentions amongst respondents before and after viewing the Vitter advertisement based on party identification. Assuming no extraneous variables interfered with effects, the study design allowed me to test causal effects of the advertisement on Louisiana voters based on party identification. Results ! Attitudes. Overall, attitudes towards Vitter were lower amongst all respondents before viewing the ad (M = 59.45, sd = 27.58) than after viewing the ad (M = 67.29, sd = 28.80). However, I decide to use a controlled means comparison analysis to determine the effects of viewing the ad on attitudes toward Vitter based on party identification, the control variable. Results from this analysis are shown in Table 1.1 and Graph 1.1. Republican respondents attitudes toward Vitter, for example, increased after viewing the ad (M = 71.23, sd = 21.53) compared to before viewing the ad (M = 65.15, sd = 23.87). These results provide support for H1a . It appears the ad created more positive feelings toward Vitter amongst Republicans. Democratic respondents attitudes toward Vitter also increased after viewing the ad (M = 52.33, sd = 47.01) compared to before viewing the ad (M = 37.33, sd = 32.88). These results do not provide support for H1b. It appears the ad created more positive feelings toward Vitter amongst Republicans, contradicting H1b.

On the other hand, Independent respondents attitudes toward Vitter decreased after viewing the ad (M = 33.88, sd = 31.32) compared to before viewing the ad (M = 31.63, sd = 36.83). With this marginal difference, these results do not provide support for H1c. It appears the ad created more negative feelings toward Vitter amongst Independents, contradicting H1c.
Table 1.1 Effect of The Courageous Candidate Ad on Opinion of Vitter based on Party Identification

Respondent Party ID

Pre- a nd Pos t-Tes t

Republicans M (n)

Democrats M (n)

Independents M (n)

Total M (n)

Before Viewing After Viewing

65.15 (39) 71.23 (39)

37.33 (3) 52.33 (3)

33.88 (8) 31.63 (8)

58.48 (50) 63.76 (50)

! Note: Attitude scores range from 0 = negative, to 100 = positive. !

Gr aph 1 .1 Effect of The Courageous Candidate Ad on Opinion of Vitter based on Party Identification

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Attitudes Toward Vitter

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Trait Perceptions . Trait perceptions were measured using an ordinal outcome a seven-point Likert scale. Typically this is considered a categorical measure. However, since sample size was small, and dispersion across the variable was likely small, I decided to treat this variable as pseudo-interval level. This simply means I treated that variable as a quasi-continuous variable, using a controlled means comparison analysis to test ad effects on competence candidate trait dependent variables based on respondents party identifications, the control variable.
Table 1.2 shows the effect of viewing the ad on the candidate trait of competence. Before viewing the ad, Republicans respondents had a high mean Vitter competence score (M = 4.62, sd = .94). After viewing the ad, this high mean Vitter competence score increased marginally (M = 4.77, sd = .99). This suggests that the ad succeeded in making Vitter appear competent with regard to reform in the Senate. H2a is ultimately supported. Before viewing the ad, Democratic respondents had an average mean Vitter competence score (M = 3.00, sd = 1.73). After viewing the ad, this average mean increased slightly (M = 3.33, sd = 2.08). With this marginal increase, H2b is not supported. It appears Democrats view Vitter as more competent after viewing the ad. Before viewing the ad, Independent respondents had a slightly average mean Vitter competence score (M = 3.25, sd = 1.28). After viewing the ad, this average mean decreased slightly (M = 3.00, sd = 1.31). With this marginal decrease, H2c is not supported. It appears Independents view Vitter as less competent after viewing the ad.
Table 1.2
Effect of The Courageous Candidate Ad on Perceptions of Vitters Competence based on Party Identification

! Respondent Party ID
Pre- a nd Pos t-Tes t
Republicans M (n) Democrats M (n) Independents M (n) Total M (n)

Before Viewing After Viewing

4.62 (39) 4.77 (39)

3.00 (3) 3.33 (3)

3.25 (8) 3.00 (8)

4.30 (50) 4.40 (50)

Note: Cell entries represent mean scores on a seven-point Likert scale, from Strongly Disagree Vitter exhibits the trait of competence (coded 1) to Strongly Agree (coded 6). !

Voting Intentions. I analyzed ad effects on Vitter vote intentions using a controlled means comparison analysis based on party identification. Results from the controlled MCA are shown in Table 1.3. This table illustrates the effects of viewing the ad on intentions to vote for Vitter in the 2016 U.S. Senate race.
Before viewing the ad, Republican respondents had a high mean Vitter voting intentions score (M = 73.74, sd = 27.06). After viewing the ad, this high mean increased among Republican respondents (M = 75.38, sd = 23.23). This evidence supports H3a. Republicans, after viewing the ad, seem to be more likely to vote for Vitter. Democratic respondents had an average mean Vitter voting intentions score (M = 51.0, sd = 46.18). This average mean very slightly increased among Democratic respondents (M = 51.67, sd = 46.46). Due to this marginal increase, H3b is not supported. Democrats, after viewing The Courageous Candidate, seem to be more likely to vote for Vitter. Independent respondents had a lower mean Vitter voting intentions score (M = 39.38, sd = 35.29). After viewing the ad, this mean decreased among Independent respondents (M = 34.38, sd = 35.36). This deduction does not support H3c. It seems Independents are less likely to vote for Vitter after viewing the ad.
Table 1.3
Effect of The Courageous Candidate Ad on Probability of Voting for Vitter based on Party Identification

! Respondent Party ID
Pre- a nd Pos t-Tes t
Republicans M (n) Democrats M (n) Independents M (n) Total M (n)

Before Viewing After Viewing

73.74 (39) 75.38 (39)

51.0 (3) 51.67 (3)

39.38 (8) 34.38 (8)

66.88 (50) 67.4 (50)

Note: Cell entries represent mean scores on a 100-point scale, from Very Unlikely to Vote for Vitter (0) to Very Likely to Vote for Vitter (100). !

Conclusion An introductory copy test of The Courageous Candidate does display increase in support for Vitter, especially amongst Republicans. Although he carried a great deal of support from Republican respondents before viewing the ad, H1a, H2a, and H3a held true with Republicans becoming even more likely to possess positive attitudes toward Vitter, perceive him as competent, and vote in his favor after viewing The Courageous Candidate. Figures among Democratic respondents, on the other hand, were surprising. After viewing the ad, Democrats were also more likely to possess positive attitudes toward Vitter, perceive him as competent, and vote in his favor after viewing the ad. This evidence did not support H1b, H2b, and H3b. Independent respondents means were also surprising. After viewing the ad, Independents were less likely to possess positive attitudes toward Vitter, perceive him as competent, and vote in his favor after viewing the ad. This evidence did not support H1c, H2c, and H3c. According to Brader (2006), mobilizing your partys base is one of the most important elements of a campaign. Following this idea, this advertisement effectively gathered additional support from Republican viewers. Surprisingly, however, The Courageous Candidate collected an added bonus of support from Democrats, which should encourage the Vitter campaign, as well. Rather than focus on those in this middle, Vitter should consider more messages encouraging his Republican base, as The Courageous Candidate does. This would motivate Republican voters on Election Day.

Recommendations: In order to maintain his partys support, Vitter should continue with positive messaging, rather than any negative attack advertisements about his opponent. The advertisement clearly motivates his Republican base, a group whose turnout is crucial. Vitter appears competent and prepared in the advertisement, and more messages of this nature will benefit his campaign. Although the advertisement deters Independents support, The Courageous Candidate seems to spark some enthusiasm for Vitter amongst the Democratic party. To continue this enthusiasm, more messages like this should be tested within weak Democrats in Louisiana. Timetable: The copy test process should continue by producing more positive Vitter ads with this courage theme, which should give clear evidence of the ads impact on a variety of voters, including crucial Independents. After the ad has been deemed extremely effective, The Courageous Candidate should be

field tested in Louisiana with an experimental survey design, testing the ads effectiveness in voting potential for Vitter.

References Brader, T. (2006). Campaigning for hearts and minds: How emotional appeals in political ads work. University of Chicago Press. Ridout, T. N., & Franz, M. M. (2011). The persuasive power of campaign advertising. Temple University Press. Hoegg, J., Lewis, M.V. (2011). The impact of candidate appearance and advertising strategies on election results. Journal of Marketing Research, 48, 895-909.