Associative learning, or linking events that occur close together, is a major driving method in which organisms learn. An integral component of advertising is the implementation of conditioning techniques, both operant and classical. Classical conditioning involves the association of two stimuli and anticipating events, which is cleverly utilized in advertising. On the other end up the spectrum we have operant conditioning, which utilizes associations of actions with consequences. When one starts to understand these two types of conditioning, the dissection of ads starts to become second nature. Classical and operant conditioning are concepts that are a commonly used in advertising.
Companies have used classical conditioning in advertisement for decades. There are many different methods that are used for this method. The use of a well known celebrity is a highly prominent tactic. An example of this is used (in nearly ad) by the acne prevention product company, Proactive. In one ad, they have the female superstar Katy Perry talk on behalf of the product. This well known, highly attractive music superstar is the Neutral Stimulus (NS) and Unconditioned Stimulus (US) of the ad. The Neutral Stimulus is the stimulus that results in no response before conditioning, whereas the Unconditioned Stimulus is the stimulus that triggers a Unconditioned Response.
The Unconditioned Response (UR) is the admiration of the beautiful, clear skin of the celebrity (in this ad, would be Katy Perry). This leads into our Conditioned Stimulus (CS), which is the previously irrelevant stimulus. The CS would be the product Proactive. Lastly, the Conditioned Response (CR) is that if one would use Proactive (the Conditioned Stimulus) they too could have beautiful, clear skin like the celebrity. This is a prime example of using a mental insecurity as a way to condition people into buying a product. By utilizing a beautiful, talented and well known celebrity people subconsciously draw conclusions that a product works and would be beneficial to their lives. This is one way classical conditioning is utilized, but is only one of many.
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How else can classical conditioning be utilized besides just using a celebrity? In 1989, the Gillette company released a commercial that came complete with its own theme song and montage. The theme song boasts how the product is “the best a man can get,” and how you’re a man that has “come so far” and “look so good.” The theme song also draws parallels between a father and son’s relationship, and tradition. The theme song is being played while a beautiful montage plays in the background, simultaneously strengthening the heartwarming feelings stirred by the song.
Quite honestly, this is marketing genius. The Neutral Stimulus (NS) is the Gillette shaving product. The Unconditioned Stimulus (US) is the beautifully written Gillette theme song. The Unconditioned Response (UR) are the feelings of love, happiness, and pride associated with the rhythm and lyrics of the song. The Conditioned Stimulus (CS) is yet again the Gillette shaving product. Lastly, the Conditioned Response (CR) is the desire to purchase Gillette products because it becomes associated with love, happiness, pride, and tradition. These two examples are polar opposite approaches to implement Classical Conditioning into advertisements. Operant Conditioning is also widely used in the advertising world, which utilizes forms of consequences with choices.
Cause and effect is a process everyone is familiar with. Operant Conditioning is a process of strengthening or diminishing a behavior by using a reinforcer or punisher. In the advertising world, they have used this concept in ads in order to help sell products. A perfect example of this is prominently shown in Axe Bodyspray commercials. A clear example of this “Axe Effect” takes place is a commercial that follows a determined, attractive female constantly walking through events and a neighborhood.
Finally she reaches her destination which is a normal looking house. The woman picks up a rock, breaks a window, then pole vaults into a room and lands on an unsuspecting, normal looking man. The commercial ends with clothes being thrown out the window and the words “The Axe Effect” finishing the commercial. The consequence is a very positive reward, which is if a man wears Axe he is going to get hunted, pursued and eventually get a woman without even trying. This schedule of reinforcement seems to relate to a Fixed-Ratio schedule. This means that it is almost guaranteed that this positive reinforcement will take place after every so many times of using the product.
Everyone knows that during the Super Bowl companies bring out their greatest commercials of the year, therefore the use of any type of psychological reinforcement would be used. Another clear example of Operant Conditioning takes place in a commercial aired by Fedex during the Super Bowl. In this commercial, a caveman straps a package onto a pterodactyl, which almost instantly get eaten whole by the well known tyrannosaurus. The caveman walks back into the cave, tells his boss the package did not make it, and admits to not using Fedex.
Subsequently the caveman was then fired. The ad ends then ends with the phrase “next time use Fedex.” The consequence of the action of not using Fedex, as stated in the ad, is that if you do not use their service your package will not reach its destination. This is clearly a negative punishment. The schedule of reinforcement appears to be a Variable-Interval schedule, that it is unpredictably often after a random amount of time, that a package will not make its destination. These two examples of Operant Conditioning are incredibly similar, but use different types of consequence (one positive and one negative).
Overall it is quite intriguing how the cornerstones of psychological learning theories have been incorporated into modern advertising. After learning how both Classical and Operant Conditioning processes relate to learning, it becomes apparent how advertising actually works. An integral component of advertising is the implementation of conditioning techniques, both operant and classical. The constant bombardment of these types of ads have led to an overall highly materialistic nature.
