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Classical Conditioning in Advertising

What audience do advertisements target?

  • Non-critical Thinkers

People that are easily distracted and do not notice flaws in the products.

  • Classes of people

-Some ads attract the working class, where things are cheaper and easier to obtain such as Walmart.

-Other ads attract the higher class, where things are more appealing and expensive such as Porsche commercials

  • Races

Commercials appeal to races that are more likely to buy their product over other races.

  • Genders

-Commercials for laundry detergents, cleaning products, and clothing ads usually show women doing the work.

-Commercials for tools, cars, and beer use a man's perspective during the advertisement.

  • Classical conditioning is a valid way to promote products.
  • Most advertisements associate their products with feelings and emotion.

For example Nationwide, Budweiser, Geico, State Farm, and AT&T advertisements.

  • Advertisements using children and animals show them getting rewarded for doing a task.
  • Advertisements use celebrities to try to persuade one to buy their product.

The History of Advertisements

Psychological Effects of Advertising

The most well known psychologist that introduced psychology in advertisements was John B. Watson. He believed that all advertisements should appeal to the emotions love, fear and rage.(Tartskovsky, 2013) These three emotions became the basis for all future advertisements. Things like colors, racism, sexism, bias and many other things were used in order to attract the viewers attention.

Psychological Colors in Advertising

Psychology in food advertisements

Advertisements always use colors to appeal to the audience whether it be in a positive or negative way. The color of their logos, the interior of restaurants, and their commercials all involve using color to attract the specified viewer.

Red: Positive- Energy

Negative - Aggression

Blue: Positive- Peace

Negative- Coldness

Yellow: Positive- Optimism

Negative- Irrationality

Green: Positive- Refreshment

Negative- Boredom

Purple: Positive- Luxury

Negative- Inferiority

Orange: Positive- Passion

Negative- Deprivation

Pink: Positive- Love

Negative- Claustrophobia

Grey: Positive- Neutrality

Negative- Depression

Black: Positive- Sophistication

Negative- Oppression

White: Positive- Purity

Negative- Unfriendliness

Brown: Positive- Reliability

Negative- Lack of Humor

  • TV commercials that advertise food are leading factors in obesity.
  • These commercials trigger a snacking mode in humans, which means the individual will try to snack on any food that is available to them.
  • Children consume at least 45% more when exposed to TV advertising.
  • Food artists make food in the advertisement look more appealing by retouching and adding special effects.
  • If people see an ad before they taste a food, the food will taste better when they eat it.
  • People who see more fast food ads will typically eat more fast food than those who don't see as many ads.

Resources:

Wright, Angela. "Psychological Properties of Colours." Colour Effects. N.p., 2008. Web. 1 Dec. 2013. <http://www.colour-affects.co.uk/psychological-properties-of-colours>.

Priming effects of television food advertising on eating behavior. Harris, Jennifer L.; Bargh, John A.; Brownell, Kelly D. Health Psychology, Vol 28(4), Jul 2009, 404-413. doi: 10.1037/a0014399

"The Impact of Food Advertising on Childhood Obesity." American Psychological Association. N.p., n.d. Web. 1 Dec. 2013. <http://www.apa.org/topics/kids-media/food.aspx>.

Bargh, John A. "New Study: TV Food Ads Provoke Automatic Eating in Adults as Well as Children." The Natural Unconscious. Psychology Today, 21 July 2009. Web. 1 Dec. 2013. <http://www.psychologytoday.com/blog/the-natural-unconscious/200907/new-study-tv-food-ads-provoke-automatic-eating-in-adults-well-ch>.

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