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paired: a response that is, at first, elicited by the second stimulus is eventually elicited by the first stimulus
alone.' Basically, one stimulus is responded to in a set way, and a second stimulus, after being paired with
the first stimulus, begins to cause the same response.
Classical conditioning is used in advertising to make the viewer feel and react positively to a
product or viewpoint. If we react positively to one stimulus, advertisers will pair it with their product or their
opinion in hopes that we will therefore react in a similar, positive manner to their product or viewpoint.
For example, the use of celebrities in advertising is to make the general population feel that their
fame is related to their position on a certain product or political issue. The use of attractive people in
commercials for products, even those that are not related to beauty, influences us to think that the product
will make us attractive as well.
In a recent political commercial I saw, three actresses Scarlett Johansson, Eva Longoria, and
Kerry Washington spoke about womens rights and abortion, ending with a Vote for Obama. Ads like
these use both attractiveness and fame to influence people. When someone successful and/or beautiful
tells us how he or she feels about whatever product or issue, we associate their viewpoints with their
success and/or appearance, and may even adopt similar viewpoints because we are subconsciously
seeking similar levels of success and/or beauty. Someone who admired one or more of these actresses
and saw this advertisement might begin to associate the same positive reaction to the actress(es) with the
Democratic cause.
Advertisements like these may have either positive or negative effects; while many ads assert that
we are entitled to whatever we want, thus inflating our egos and decreasing our sense of concern for the
rest of the world, others serve as a metaphorical slap upside the head, mainly public service
announcements. Classical conditioning works both ways.
One of the first things we need to do when looking at advertisements is determine whether our
response due to classical conditioning is even related to the product or viewpoint. For example, you may
be conditioned, when you see an ad for a television with an attractive couples endorsement, to think that
ownership of this product will make you attractive as well, which is highly illogical, because a television
cannot change your appearance. Buying a pair of sneakers with Michael Jordans name on them will not
enable you to play basketball as well as Michael Jordan.
We also need to be careful what we associate with what. Associating the good life with popularity
and money is unwise, because more fame and fortune dont necessarily mean a better life (*celebrities*).
Nice clothes certainly do not always mean intelligence is also present.
Finally, we need to read the fine print. Though advertisers fully intend to use classical conditioning
to take advantage of consumers, laws exist for our protection. When the little letters at the bottom of the
screen say Actual results may take up to six weeks, or Results not typical, or my favourite, the ever
vague Some restrictions apply, you can almost always believe them.
For this discussion post I am looking into the use of classical conditioning in marketing
and advertising. As we already have learned, a neutral stimulus is paired with a
unconditioned stimulus many times until the neutral stimulus evokes a conditioned
response. Typically advertisements are written in a way that associates the product
(neutral stimulus) with positive emotions (unconditioned response). The aim of
advertising is to get the consumers to associate their product with these positive
feelings. There is also a marketing strategy that pairs competitors products with
negative emotions (similar to aversion therapy).
There are countless examples of advertisements attempting to pair their product with
positive emotions. A list of several emotions paired with products are: satisfying hunger,
humor, sex appeal, pleasure, youthfulness, and elitism. The methods used to pair these
emotions with products can range from being very obvious to being very subtle. An
example of a very obvious pairing would be a beer commercial in which a man is
speaking with attractive ladies while holding the specific brand of beer. A more subtle
pairing would be an insurance commercial that plays relaxing/calming music to
associate the brand with 'peace of mind'.
While this may seem like an underhanded way for brands to gain an advantage over
others and trick consumers into buying products, classical conditioning in
advertisements can have positive applications. For example charities like the humane
society use classical conditioning by showing an image of an animal that needs help and
can benefit from the reader. A normal response to an advertisement regarding a charity
is usually a feeling of pity or guilt (because we have a lot more than whoever is
mentioned in the advertisement).
Now that we know how classical conditioning is used in marketing I think that we should
ask ourselves, why do I feel this way about a certain product? Is it rational to feel this
way or are we being tricked? We must think about how conditioning has shaped the
world around us or we will be making decisions based on how corporations want us to
feel.