Examples of Classical Conditioning

        First, I would like to bring forth examples of classical conditioning. In classical conditioning, one has a neutral stimulus, an unconditioned stimulus, and an unconditioned response to that stimulus, a conditioned stimulus, and a conditioned response. This type of learning is involuntary through which we associate a neutral stimulus with an innate stimulus and acquire the capacity to elicit a similar response to the neutral stimulus.  Through two examples found in television commercials I would like to demonstrate how this type of learning is used by companies to influence our perceptions of their products.

        My first example of classical conditioning in the media comes from a Kia Cadenza commercial. The beginning of the advertisement begins with a shot of a beautiful woman driving through the streets of New York City while David Bowe’s “Let’s Dance” is playing in the background. A voice comes through and says, “Remember the girl you didn’t notice in high school? Yeah, we are a lot like that.” She then pulls up to the venue where her high school reunion is being held and steps out of the car. She is dressed very classy and subtly sexy and looks stunning. Everyone turns to stare at her. “Presenting the all new Cadenza. Impossible to ignore.” The commercial ends.

        In this advertisement the neutral stimulus is the Kia Cadenza because I have no response to the vehicle other than knowing it is a car. The unconditioned stimulus in this example is the beautiful woman who “no one noticed in high school” because I naturally think she is very pretty. My unconditioned response in this situation is to want to be like her and want to be noticed. The conditioned stimulus in this advertisement is the Kia Cadenza because I have learned to associate that this woman who everyone now stops and stares that I naturally want to be like is driving the car that I previously thought of as just another means of transportation. My conditioned response is to want to drive a Kia Cadenza because I want to be like this woman and be “impossible to ignore”. I believe this learned behavior could become extinct if maybe I saw a woman I did not want to be like driving the Kia Cadenza because the unconditioned stimulus is no longer paired with the conditioned stimulus.

        My second example of classical conditioning also comes from a commercial. In this commercial Gisele Bundchen is shown in a room with lots of golden balloons. She is flipping her shiny, beautiful hair all around and looking glamourous. A stream of script moves along the screen with the words “THIS YEAR” followed by “NEW HAIR” and lastly “NEW YOU”. An array of Pantene hair care products flashes across the screen. The last shot shows Gisele lying on the ground with her hair flowing around her. The Pantene logo flashes through her hair and the commercial fades away.

        In this advertisement the neutral stimulus is the brand Pantene’s hair care line. It is neutral because it elicits no response from me. The unconditioned stimulus in this instance is the supermodel Gisele Bundchen. She is an unconditioned stimulus because almost every female knows who she is and finds her very beautiful and we all want to look like her. She especially has fabulous, enviable hair. My unconditioned response to the unconditioned stimulus is to do whatever it takes to look like this woman. The conditioned stimulus becomes the Pantene hair products because it is implied that Gisele’s hair is so beautiful because she uses the Pantene products. My conditioned response is to want to use Pantene’s hair care line which has become the conditioned stimulus in order to have hair like Gisele Bundchen’s, my unconditioned stimulus. My belief is that this classically conditioned learned behavior could become extinct if I were to buy Pantene shampoo, conditioner, and other hair care essentials only to find that my hair does not look like Gisele’s and then I would no longer associate Pantene products with looking like a supermodel.

 My next media sources show operant conditioning. In operant conditioning learning is voluntary and learned through reward or punishment. I plan to show both a negative and a positive example of operant conditioning.

 My first example is in a print advertisement for the Oklahoma Observer. The printed ad states “SUBSCRIBE NOW AND RECEIVE A FREE BOOK!!!” “FIND TODAY’S HOTTEST CURRENT AFFAIRS TITLES AT THE OKLAHOMA OBSERVER!!” “SENT STRAIGHT TO YOUR DOOR ONCE A MONTH! NO HASSLE!” “WHY WAIT?!” I believe this to be an example of operant conditioning because the Oklahoma Observer wants subscribers so they will positively reinforce one’s subscription with the gift of a free book. They also state that one will have access to all of the most up to date news stories at their disposal. They are rewarding the reader for their subscription in this instance. This is an example of positive conditioning because a positive reward is given because a new stimulus has been introduced to increase behavior. It is a fixed ratio schedule because upon subscribing one receives their free book. It is also a fixed interval schedule because it is delivered to one’s doorstep once a month for as long as one keeps the subscription.