In order to study how people learn a new set of behaviors, we are going to apply three learning theories which learned though this course: classical conditioning, operant conditioning and social cognitive theory .In this paper, only one example would be applied by the theories. The chosen example is a commercial of LNYX body wash which will be further described in the next paragraph. First, we will briefly describe the cases. Then, the application of the theory will be presented part by part from classical conditioning, operant conditioning to social cognitive theory .In each part, we will briefly introduce the major concept of the theories used , followed by the studies on the effectiveness of the commercial. …show more content…
In this commercial, the stimulus is the use of LYNX body wash; the consequence is become attractive among girls. As we all know, the consequences “attractive” here, is positive and pleasant, so people will be more likely to use LYNX body wash.
The video shows both types of consequences: reinforcement and punishment. In the video, the man who use LYNX body wash and go clubbing becomes more charming and attracts girls’ attentions. Being charm is a positive reinforcement.
Since Behavior is followed by the delivery of an appetitive stimulus, and it is Increases the probability of that behavior (Skinner, 1969), the delivery of attractiveness after using LYNX body wash reinforces him to increase the behavior of using LYNX body wash. Another man in the commercial, who wears in pink, is using other common brand’s body wash and going clubbing, he becomes feminine and unwelcome among girls. Removal of attractiveness is the negative punishment since behavior is followed by the removal of an appetitive stimulus, and it is decreasing the probability of that behavior (Skinner, 1969).Therefore, people will not choose to use other brand’s body wash so as to avoid the unwelcome consequence of removing attractiveness.
In order to have an in-depth study on the effectiveness of the commercial based one operant conditioning, we will examine the fulfillment of some important conditions for operant conditioning
In the Old Spice commercial there are three stages for classical conditioning. In the first stage, which is before conditioning, there is an unconditioned stimulus and an unconditioned response. The body wash is the unconditioned stimulus since it is a stimulus that produces a response without prior learning. The unconditioned response is an unlearned reaction that is
Old Spice is very blatant in the way they attract their customers. An obvious example is The Man Your Man Could Smell Like commercial. In this advertisement Old Spice envisions their audience to be anyone who is in a relationship or trying to be in relationship. The more obvious targeted audience is the female audience. To attract the female audience they put an attractive man in the commercials and try to make it seem that if their “man” uses old spice body washes their “man” will be like him.
The commercial shown in figure 1 is for a perfume called ‘the one gentleman’ which Matthew Mcconaughey a well-known actor did for Dolce & Gabbana, a trade mark for designer products. The commercial tells us that this is a body spray to use when one wants to be seen as a gentleman. In reality a gentleman is not a man who just uses this body spray, but a man is seen as a gentleman by certain attributes society sees as being acceptable. Commercials like these can really have an impact because the viewer wants to look like the person with the body spray, and themselves be perceived as a gentleman. The unspoken
This current study examined if the pairing of the DE100 IPTV logo with a positive image of happy graduates ‘the experimental condition’ would result in more participants liking the DE100 IPTV Logo than those in the ‘control condition’. This association being a principle of evaluative conditioning where someone likes something because it has become linked in their minds with something positive. After collecting the data, a chi-square test showed the results were not statistically significant, meaning that there were no significant differences seen between the experimental and control conditions in how many participants reported liking the logo. Thus, it was noted that the effect size was small and therefore the hypothesis made, that more
One of the simplest ways to remember the differences between classical and operant conditioning is to focus on whether the behavior is
The commercial’s appeal to women relies not only on the attractiveness of the actor and the settings, but to the humor that is based on the idea that such a perfect man can exist at all. Conversely, not only do these commercials reach out to women, but also there are men in the target audience and there is a message for them as well. These ads present an ideal image of how a man should be and what he should smell like. By using a good looking, fit, man for this advertisement, it gives the product an image that men want. The logical fallacy, ad populum, is present in this commercial. This ad almost shouts out the ideas that if you use the product you can look, smell, and be exactly like the man you see on your television. The Old Spice man, Mustafa, does everything better than you do and will give your woman more than you can give her. You can smell like the “ultimate man”, or as the slogan used in the ads says, “Smell like a man”. The ad
In the journal (classical conditioning of consumer attitudes: Four experiments in an advertising context) page number 334-349, writer has stated that the behavior of a consumer is towards the product matters. (Elnora W. Stuart, 1987). And classical conditioning matters a lot. He proves by providing multiple examples.
The saddening feeling at the end of the commercial where the narrator is in his bathroom, is an indirect way of appealing to pathos in this commercial. As an audience, you feel sorry for him, missing his chance with “Susan Glenn”. Therefore, of course you don’t want the same thing to happen to you and miss the girl of your dream because you don’t smell good, from not
“ Look at your man, now back to me” is said at the opening of the commercial, as it sets a comical tone for the advertisement and draws the viewers’ interest. The relatively new company, Old Spice, founded in 1990 uses their new commercial series to promote their American brand of male grooming products. Old Spice in the past has focused on targeting middle aged to elderly men in their advertisement campaigns. This new series of advertisements is trying to reach to a new target audience of twenty to forty year old males. This advertisement is attempting to create a memorable impression to the viewer through appealing to pathos,
Operant conditioning has made a significant contribution into the development of psychology. However, as with most psychological theories, this theory it has its strengths and weaknesses. Nevertheless, operant conditioning, with both its positive and negative aspects, is very important in promoting learning of desirable behaviors or removal of undesirable
The Old Spice’s advertisement “The Man Your Man Could Smell Like” is a thirty seconds commercial that initiates a conversation between a woman and her boyfriend or husband about body wash products. The advertisement targets audiences are directed at women, who are in heterosexual relationship and who goes the shopping for personal-care products on behalf of their boyfriend or husband. Simply, the female audience will attribute the commercial to buying Old Spice body wash, and their men will smell like the Old Spice man. However, the commercial is logically flawed and unreliable. The commercial targets three basic appeals in Jib Fowles’ “Advertisements Fifteen Basic Appeals”, such as the need for sex, the need for affiliation, and the need
The phrase “the cleaner you are, the dirtier you get”, has traditionally been very logical, meaning that after you bathe, you are only going to get dirty –or unclean- from that point forward. However, in today’s society, the word “dirty” has an erotic and sexually suggestive connotation. Although this ad reinforces negative gender stereotypes and is demeaning to women, men continue to buy Axe, leading the company to become the champion of men’s body products. This ad works in three ways: it sexualizes women, it powerfully affects the target market, and the message is clear. Axe’s advertisement suggests a heterosexual sexually-driven reality of its predominantly male customers and attempts to sell much more than a shower gel.
There is a slight pause and then the woman runs after him to kiss him. This commercial suggests that women find men who clean sexy (Farley, 2017). Similar to the Victoria’s Secret ad, an intended effect was the sex factor. It attracted attention and caused a shock factor. Another intended effect was the brand’s involvement in the commercial.
sexualized women, and masculinized men, Barbasol also sold relationships between the two as a benefit of their shaving cream. In Barbasol’s “#1 In Close-Ups” 1946 advertisement, the print shows a close-up of a couple while they are kissing. Both genders are present here. They are formally dressed, and they seem to be content with each other. The woman is dressed appropriately. Moreover, the product is advertised to be good for “close-ups,” and not only shaving. This is another example of subliminal advertising that does not psychologically appeal to sex, but still successfully appeal to Barbasol’s targeted audience in a subconscious manner.
What is motivation? What influences it? The term motivation can be defined in different ways. Motivation can simply defined as “ a need that, if high, is evident in a strong desire to achieve, to excel, to reach a high level of excellence” (Lefrancois 430). To become motivated, one must have a positive attitude to a variety of learning skills. Some factors that influence motivation include our peers, friends, parents, and environmental settings. Division four being high school division, attention is focused towards learning and what methods can be used. Students at this stage are more eager and develop a sense of what he or she wants to do and accomplish in upcoming adulthood. With a division comes a group of intelligent theorists. All