Classical Conditioning in Advertising

A detailed Summary of Classical Conditioning in Advertising


Classical Conditioning in Advertising

Classical Conditioning is defined as "a type of learning in which a stimulus acquires the capacity to evoke a response that was originally evoked by another stimulus"(Weiten). It is a very effective tool for advertising and is used in many different forms of advertising. By just turning on the television and watching a few commercials you are sure to see quite a few examples of Classical Conditioning.

One of these examples is a commercial done by Mikes Hard Lemonade. In this commercial it starts off a doctor testing a patient with an ultra sound machine. Inside his stomach you see some kind of snake or monster. The doctor says he does not have long to live so they both go out and buy a Mikes Hard Lemonade. The slogan they use is "A Hard Day calls for a Mikes Hard Lemonade". This is effective by linking the thought of a hard day to the idea of drinking a Mikes Hard Lemonade. It is probably aimed toward a younger audience 21-26 but could reach any age group. I would and do bu


Probably one of the clearest examples of classical conditioning on TV is a commercial for Smirnoff Ice. It shows two guys in a night club drink Smirnoff walk up to a rich guy in a night club who is surrounded by super models who are also drinking Smirnoff. They become friends and it shows them in luxury jets and at mansions partying while the whole time drinking Smirnoff. It ends with a the quote "Smirnoff, for the

Another interesting example of Classical conditioning is used in a Diet Pepsi commercial. It shows a middle-aged man riding on a Harley to the song "Born to be Wild" and then shows that he was just fantasizing and that he's really on a bus. There motto is "Think Young" and is meant for a older audience. It is trying to associate being young and cool with drinking Diet Pepsi. I don't think its very effective but maybe older viewers would like to feel that by drinking Diet Pepsi they can have the feeling of being young and free like the guy's fantasy of riding a motorcycle.

Even though some examples

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