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Survey for participants Before exposure to the ad 1. What is your main source of political information? (Select one and please specify) 1. TV (Channel__________________________________________________) 2. Radio (Channel________________________________________________) 3. Newspaper (Name______________________________________________) 4. Magazine (Name_______________________________________________) 5. Internet (Site__________________________________________________) 6. Interpersonal Communication (Who________________________________) 7. Other (_______________________________________________________) 2. What is your favorite political program? (ex. Fox News or Saturday Night Live) ________________________________________________________________ 3. Average time spent on media? (__________per day) (_________per week) 4. How informed do you think you are about politics? Very Uninformed 1 2 3 5. How interested would you say you are in politics? Not Interested at all 1 2 3 4 4 5 5 Very Well Informed Very Interested

6. How much attention have you paid to campaign information during the primary and caucus season? Very Little 1 2 3 4 5 Very Much 7. What is the most important factor in choosing your candidates? 1. Stand regarding Issues 2. Work History/ Experience 3. Political Affiliation 4. Religion 5. Ethnicity/ Race 6. Educational Background 7. Personal Familiarity 8. Gender 9. Others (______________) 8. Did you vote in a primary or participate in a caucus? 1. Yes 2. No 9. Age________ 10. Party ID 1. Democrat 2. Independent/Undecided 3 4 3. Republican 5 Strong 4. Others(________)

11. Strength of Party Affiliations Weak 1 2 12. Gender 1. Male

2. Female

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13. Race 1. 2. 3. 4. 5. 6. 7.

Asian or Pacific Islander Non-Hispanic White African-American Spanish or Hispanic Origin Multi-racial or mixed race Native American Others (_______________________________)

14. Where do you live? State (_____________________) City (_______________________) 15. The highest education level 1. Middle School 2. High School 3. Collage 4. Graduate 5. Others (____________________________) 16. Religion 1. Christianity 2. Islam 3. Hinduism 4. Buddhism 5. Judaism 6. Others (_________________________) 17. For each of the statements below, please indicate your level of agreement/disagreement by circling whether you strongly agree, agree, have no opinion, disagree, or strongly agree. a. I consider myself well-qualified to participate in politics Strongly disagree Disagree Have no opinion Agree Strongly agree

b. I think I am better informed about government and politics than most people Strongly disagree Disagree Have no opinion Agree Strongly agree c. I feel that I have a pretty good understanding of the important political issues facing our country Strongly disagree Disagree Have no opinion Agree Strongly agree d. If a friend asked me about the presidential election, I feel I would have enough information to help my friend figure out who to vote for Strongly disagree Disagree Have no opinion Agree Strongly agree 18. For each of the statements below, please indicate your level of agreement/disagreement by circling whether you strongly agree, agree, have no opinion, disagree, or strongly agree. a. My vote has no influence on what politicians do Strongly disagree Disagree Have no opinion b. One never knows what politicians really think Agree Strongly agree

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Strongly disagree Disagree Have no opinion Agree Strongly agree Strongly agree Strongly agree Strongly agree Strongly agree Strongly agree Strongly agree

c. People like me don’t have any say in what government does Strongly disagree Disagree Have no opinion Agree d. Politicians and government seem complicated for a person like me Strongly disagree Disagree Have no opinion Agree e. One can be confident politicians will always do right thing Strongly disagree Disagree Have no opinion Agree f. Politicians often forget election promises after the campaign Strongly disagree Disagree Have no opinion Agree

g. Politicians are more interested in power than what people think Strongly disagree Disagree Have no opinion Agree h. One cannot always trust what politicians say Strongly disagree Disagree Have no opinion Agree

19. List the first 5 things that are associated with Candidate A’s issues, personality traits, images, and so on in your mind (ex. honest, health policy, elephant). 1._______________________ 2._______________________ 3._______________________ 4._______________________ 5._______________________ 20. Please indicate your feelings toward Candidate A by using the “feeling thermometer.” Ratings between 50 and 100 degrees mean that you feel favorable and warm toward a particular candidate. Ratings between 0 and 50 degrees mean that you don’t feel favorable toward the candidate and that you don’t care too much for him or her. If your feelings are neutral, not particularly warm or cold, you would rate a candidate at the 50-degree mark. (Score:___________) Unfavorable Favorable
0-------------------------------------------------------50-----------------------------------------------------100

21. List the first 5 things that are associated with Candidate B’s issues, personality traits, images, and so on in your mind (ex. honest, health policy, elephant). 1._______________________ 2._______________________ 3._______________________ 4._______________________ 5._______________________ 22. Please indicate your feelings toward Candidate B by using the “feeling thermometer.” Ratings between 50 and 100 degrees mean that you feel favorable and warm toward a particular candidate. Ratings between 0 and 50 degrees mean that you don’t feel favorable toward the candidate and that you don’t care too much for him or her. If your feelings are neutral, not

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particularly warm or cold, you would rate a candidate at the 50-degree mark. (Score:___________) Unfavorable Favorable
0-------------------------------------------------------50-----------------------------------------------------100

After exposure to the Ad of Candidate A 23. List the first 5 things that are associated with Candidate A’s issues, personality traits, images, and so on in your mind after viewing the ad (ex. honest, health policy, elephant). 1._______________________ 2._______________________ 3._______________________ 4._______________________ 5._______________________ 24. Please indicate your feelings toward Candidate A by using the “feeling thermometer.” Ratings between 50 and 100 degrees mean that you feel favorable and warm toward a particular candidate. Ratings between 0 and 50 degrees mean that you don’t feel favorable toward the candidate and that you don’t care too much for him or her. If your feelings are neutral, not particularly warm or cold, you would rate a candidate at the 50-degree mark. (Score:___________) Unfavorable Favorable
0-------------------------------------------------------50-----------------------------------------------------100

After exposure to the Ad of Candidate B 25. List the first 5 things that are associated with Candidate B’s issues, personality traits, images, and so on in your mind after viewing the ad (ex. honest, health policy, elephant). 1._______________________ 2._______________________ 3._______________________ 4._______________________ 5._______________________ 26. Please indicate your feelings toward Candidate B by using the “feeling thermometer.” Ratings between 50 and 100 degrees mean that you feel favorable and warm toward a particular candidate. Ratings between 0 and 50 degrees mean that you don’t feel favorable toward the candidate and that you don’t care too much for him or her. If your feelings are neutral, not particularly warm or cold, you would rate a candidate at the 50-degree mark. (Score:___________) Unfavorable Favorable
0-------------------------------------------------------50-----------------------------------------------------100

27. What is the most influential factor or part of the political advertisings? 1. The message contents/ issue discussion 2. Physical appearance of the candidate 3. Personality of the candidate (ex. humor, wit, honest, coldness)

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4. The surroundings/ background 5. Endorsements 6. Others (____________________________________) 28. What element in the political advertising is most likely to contribute to your positive evaluation toward candidates? Please specify 1. The message contents (____________________________________) 2. Physical appearance of the candidate (________________________ ) 3. Personality of the candidate (________________________________) 4. The surroundings/ background (_____________________________) 5. Endorsements (__________________________________________) 6. Others (_________________________________________________) 29. What element in the political advertising is most likely to contribute to your negative evaluation toward Candidates? 1. The message contents (____________________________________) 2. Physical appearance of the candidate (________________________ ) 3. Personality of the candidate (________________________________) 4. The surroundings/ background (_____________________________) 5. Endorsements (__________________________________________) 6. Others (_________________________________________________) 30. Are you willing to vote in the general election in November, 2008? 1. Yes 2. No 3. Probably 4. Probably not 31. Why or Why not: ______________________________________________________________________________ ______________________________________________________________________________ ______________________________________________________________________________ ______________________________________________________________________________ ________________________________________________

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