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A P P E N D I X E Wisconsin Advertising Project Coding Sheet for 2004 Ads Does the ad say who paid for it? 0. No 1. Yes 2. Yes, undecipherable from the storyboard but discovered by other means 98. Possibly, but undecipherable Specifically what is the wording of the acknowledgement of sponsorship? Does not need to include “Paid for by,” just “PFB” in the wording you type. Does the ad direct the viewer to take any action (as opposed to merely providing information)? 0. No 1. Yes 99. Not applicable What is the action? 1. To vote for someone 2. To elect or reelect someone 3. To support someone 4. To vote against someone 5. To defeat someone 6. To reject someone 7. To write, call, or tell someone instructing them to do something (e.g., to vote for or against a bill) 8. To urge action or attention to a particular matter 9. To send a message or call someone to express yourself on a particular subject 10. To join an organization 11. To contribute money 90. Other 98. No action 99. Not applicable Does the ad mention any of the following specific words or phrases: “vote for,” “elect,” “support,” “cast your ballot,” “[Smith] for Congress,” “vote against,” “defeat,” or “reject”? 0. No 1. Yes 168 A P P E N D I X E 2. Yes, but only in the “Paid for by” (PFB) 99. Not applicable (Specify any other variation or synonym of the above words or phrases.) Does it provide a phone number? 0. No 1. Yes, toll number listed 2. Yes, toll-free telephone number listed 98. Don’t know 99. Not applicable Does it provide a mailing address? 0. No 1. Yes 98. Don’t know 99. Not applicable Does it provide a website address? 0. No 1. Yes 98. Don’t know 99. Not applicable Is the favored candidate mentioned in the ad? 0. Not identified at all 1. Mentioned by name in the text of the ad 2. Pictured in the ad 3. Both mentioned and pictured in the ad 4. Mentioned only in the “PFB” of the ad 98. Don’t know 99. Not applicable Small picture graphics in the logo or “Paid for by” message do not count as being pictured in the ad. Does the favored candidate appear on screen narrating his or her ad? 0. No 1. Yes 98. Don’t know 99. Not applicable If the BCRA statement (where the candidate endorses the message) is extended to include a substantive message as well, choose the “Yes” option. Is the favored candidate’s opponent mentioned in the ad? 0. Not identified at all 1. Mentioned by name in the text of an ad 2. Pictured in the ad 3. Both mentioned and pictured in the ad 98. Don’t know 99. Not applicable In your judgment, is the primary purpose of the ad to promote a specific candidate (“In his distinguished career, Senator Jones has brought millions of dollars home. W I S C O N S I N A D P R O J E C T C O D I N G S H E E T F O R 2 0 0 4 169 We need Senator Jones.”), to attack a candidate (“In his long years in Washington, Senator Jones has raised your taxes over and over. We can’t afford six more years of Jones.”), or to contrast the candidates (“While Senator Jones has been raising your taxes, Representative Smith has been cutting them.”)? 1. Attack 2. Contrast 3. Promote 98. Don’t know 99. Not applicable The BCRA statement alone does not change the overall tone of the ad. The ad is still an attack ad if the BCRA statement is the only positive part. If the ad is a contrast ad, what proportion of the ad promotes (as opposed to attacks) a candidate? 1. More promote than attack 2. About equal promote and attack 3. More attack than promote 99. Not a contrast ad 99. Not applicable If the ad is a contrast ad, does it finish by promoting a candidate or attacking a candidate? 1. Finishes promoting 2. Finishes attacking 3. Unsure/Unclear 99. Not applicable (not a contrast ad) If the ad is a negative or contrast ad, who is being attacked or who is the favored candidate being contrasted with? 0. Not a negative or contrast ad 1. Primary opponent(s) 2. General election opponent(s) 3...

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