An Inside Look at Campaign 2008

An Inside Look at Campaign 2008 An in-depth view of the electorate By Douglas Schoen July 2008

Overview ,[object Object],[object Object]

Key Conclusions ,[object Object],[object Object]

Summary of Thematic Conclusions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Key Findings ,[object Object],[object Object]

Key Findings ,[object Object]

Key Findings ,[object Object],[object Object],[object Object]

Key Findings ,[object Object],[object Object],[object Object],[object Object]

The Horserace ,[object Object]

The Horserace ,[object Object],[object Object]

The Horserace ,[object Object],10% McCain has the strongest foreign policy credentials and will lead us in fighting the war on terror and the war on Iraq. 14% McCain will keep taxes low and cut government waste in this time of economic recession. 32% McCain has the experience and foreign policy expertise to lead our country.

The Horserace ,[object Object],11% Obama has the wisdom, intelligence and judgment to lead our country. 13% Obama will create plans that stimulate the economy, create jobs and provide health care to all Americans. 14% Obama will change the ineffective government by working in a bipartisan manner to create real solutions. 38% Obama will bring change, fresh leadership and new ideas to this country.

Issues Facing our Country ,[object Object]

Issues ,[object Object],[object Object]

Issues 40% 44% Government ethics and corruption 37% 47% Environment 37% 47% Social Security 32% 52% Education 34% 54% Healthcare McCain Obama Issue

Issues ,[object Object],41% 44% Immigration 40% 52% The War on Terror Obama McCain Issue

Phrases ,[object Object],41% 42% Strong leader 31% 54% Right kind of experience to be president 30% 56% Understands America’s foreign policy problems Obama McCain Trait

Phrases ,[object Object],37% 45% Understands our domestic problems 27% 50% Have doubts about some people he has associated with in the past 30% 53% In touch with the American electorate McCain Obama Trait

Positive and Negative Arguments

Arguments Supporting Obama ,[object Object]

Arguments Supporting Obama ,[object Object],44% 54% Obama will end America’s isolation from the world and reach out to world leaders. 43% 53% Obama has a plan to develop alternative sources of energy and to reduce gas prices. 36% 59% Obama brings fresh leadership and ideas to get our economy moving, create new jobs and to provide health care for everyone who needs it. Not convincing Convincing Argument

Arguments Supporting Obama ,[object Object],53% 45% Obama has a real plan to get us out of Iraq within 16 months of taking office. He will put our resources to work here where they are needed to alleviate the economic crisis we are facing. 52% 46% Obama can unify America and create bipartisan consensus in a way that will bring us together. 47% 49% Obama has a practical plan to fight terror and maintain our strength around the world. Not convincing Convincing Arguments

Arguments for Opposing Obama ,[object Object]

Arguments for Opposing Obama ,[object Object],51% 45% Obama is too much of a liberal elitist to understand the hardworking Americans’ problems. He’s out of touch with the way people live and what they need to succeed. 52% 45% Obama is too close to Reverend Wright and other anti-American figures. I have doubts about whether I can trust him as president. 47% 47% Obama oppose frees trade and supports labor unions beholden to special interests. He supports large tax increases. Not convincing Convincing Arguments

Arguments for Opposing Obama ,[object Object],51% 38% Obama wants to talk to world leaders from rogue nations like North Korea, Iran and Venezuela that sponsor terrorism. Doing this will put us at risk and demonstrates his inexperience. 52% 46% Obama’s support for social programs will increase the deficit and force the government to have massive tax increases across the board. 54% 42% Obama is too young and inexperienced to be president. He is not ready to serve on day one. Not convincing Convincing Arguments

Arguments Supporting McCain ,[object Object]

Arguments Supporting McCain ,[object Object],42% 55% McCain is a strong leader who can lead us in Iraq and make sure that when we withdrawal, it enhances security and promotes U.S. interests. 42% 56% McCain is a reformer and fierce crusader against government waste. He’ll cut government and pork barrel spending and eliminate earmarks. 41% 58% McCain is a war hero who understands the problems facing the U.S. He is uniquely qualified to fight terror and will keep us safe and secure. Not convincing Convincing Arguments

Arguments Supporting McCain ,[object Object],50% 46% McCain is a centrist and a true maverick with fresh ideas. He has programs to create bipartisan consensus on issues like global warming and developing alternative energy sources. 48% 50% McCain is a fiscal conservative who will hold taxes and avoid the massive increases Democrats support. 46% 50% McCain will never talk to leaders of rogue nations who support terrorism. You know that with McCain, we will have a secure and strong America. Not convincing Convincing Arguments

Arguments for Opposing McCain ,[object Object]

Arguments for Opposing McCain ,[object Object],49% 47% McCain will continue most of the president’s policies and will represent a 3 rd term of a failed and discredited President Bush. 49% 47% McCain said doesn’t care how long we stay in Iraq and we could stay 100 years. He is out of touch. 45% 52% McCain wants to continue President Bush’s tax cuts and other domestic policies which have led to a recession. He has no programs to hold down gas prices or alleviate the problems of homeowners. Not convincing Convincing Arguments

Arguments for Opposing McCain ,[object Object],60% 38% McCain is too old to be President give the pressing domestic and international challenges we face. 54% 43% McCain’s personality, values and goals are not ones I’m comfortable with. He represents the past. 51% 46% Our country is on the wrong track and needs changes to overcome our domestic and international problems. McCain will not represent enough change from this administration to get the job done. Not convincing Convincing Arguments

Horserace ,[object Object],[object Object]

In Conclusion… ,[object Object],[object Object]

In Conclusion… ,[object Object]

An Inside Look at Campaign 2008

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An Inside Look at Campaign 2008