Classical Conditioning

Classical Conditioning is defined as 'a learning process that occurs when two stimuli are repeatedly 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.

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, three actresses – Scarlett Johansson, Eva Longoria, and Kerry Washington – spoke about women’s 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.