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SWIFT VET AD IS BELIEVABLE according to voters participating in a study by Prof. Chris Borrick of Muhlenberg College and the firm HCD Research. Quoteable:

Vietnam veterans opposing John Kerry have scored a hit with a tough TV ad that claims he lied about his war record — it makes swing voters think twice about backing Kerry, an independent study has found ..

The ad planted doubts in the minds of 27 percent of independent voters who planned to vote for Kerry or leaned pro-Kerry. After seeing it, they were no longer sure they'd back him, the study found. The Swift Vets study used 1,275 participants, including 371 independents, who watched ads and registered their reaction at every second using technology normally used to rate product ads. Half viewed the Swift Vets ad and the other half saw a pro-Kerry ad based on his convention speech, which was rated less persuasive.

HCD is also completing a study of a counter-ad by the liberal group MoveOn.org that questions President Bush's military record — it appears far less effective in raising doubts among pro-Bush swing voters.

Posted by Greg Ransom | TrackBack