Download Mr. Walter Names: Psychology II Classical conditioning in the media

Mr. Walter
Psychology II
Names:
Classical conditioning in the media: A closer look
Introduction
As you now know, classical conditioning is the simplest form of learning there is, and it is
often quite powerful and enduring. According to Pavlov, when a “reflexive behavior is
brought about by a formerly neutral stimuli,” you’ve been classically conditioned.
Once associations are made, reflexive responses/behaviors are then brought forth
reliably. Basic, primal emotions are used, so that logic and critical thinking are
bypassed.
Classical conditioning is used very frequently in the media, specifically in advertising and
sometimes in Hollywood. The commercials you see on TV and the ads you see in
magazines, billboards, and on websites are often infused with a sophisticated use of
Pavlov’s original theories.
A car is just a car, and there are many brands that all can get you reliably from point A to
point B. In every class of products, from soft drinks to website hosting companies, there
are many comparable choices in every category. So how do companies and advertising
agencies work to get you to buy their product time and time again? The answer is often
classical conditioning. They want you to implicitly and automatically feel a positive
association with their product over all of the other ones, so you will reach for it on the
store shelf, even if you don’t have a logical reason why.
So what are some of these primal emotions that are exploited? You might be familiar
with the expression, “sex sells.” This would perhaps be the first and most obvious
example. Another primal emotion is fear. In political attack ads, what strategies are
used to paint the opponent in a harsh and negative light? Laughter can be used as well.
Warmth and security can also be exploited in a variety of ways, too. These are just a
few ideas to get you started.
Task
Today in class, work with a small group of 2-3 students.
1. Click on the following sites to get you thinking about classical conditioning
principles in marketing/advertising, both in print ads and in commercials:

http://www.psychpost.org/2012/02/classical-conditioning-super-bowl2012.html




http://www.thedailybeast.com/articles/2013/02/04/the-14-best-super-bowl2013-commercials-video.html
http://www.slate.com/articles/business/ad_report_card/2013/02/_2013_super
_bowl_ads_godaddy_budweiser_mercedes_blackberry_samsung_and_the.html
http://teachers.sduhsd.k12.ca.us/jetheridge/Psychology/Classical%20Conditioni
ng%20marketing.htm
http://ezinearticles.com/?Top-10-Solid-Examples-of-Pavlov-ClassicalConditioning-in-Action&id=2883783
You may also want to Google “classical conditioning” along with “advertising”
and other words.
2. Then, brainstorm a list of your favorite products, stores, and companies.
3. Use YouTube and Google to locate examples of commercials and print
advertisements that demonstrate classical conditioning principles. Cut and paste
a picture, screenshot, and/or a link to the website with the video below. Write a
few sentences explaining how classical conditioning is being used.
A. Your example of classical conditioning (paste a picture, screenshot, and/or link to
the video):
B. Why do you think that this ad/commercial depicts classical conditioning? How
effective is it?
C. Identify all of the following Pavlovian concepts as seen in the
ad/image/commercial, and explain:
o Unconditioned stimulus (what is it that automatically brings forth a natural
physiological/emotional reaction in the viewer?):
o Unconditioned response (what is the nature of this automatic reflexive
response? What does it feel like in the viewer’s body/mind?):
o Neutral stimulus (the product):
o Conditioned stimulus (the product, after repeated exposures to the
advertisement):
o Conditioned response (similar to the unconditioned response, usually):