“The application of classical conditioning theory in advertisements”

In today's competitive and dynamic marketing world, where companies are striving hard to attract maximum number of consumers, it has become very hard to survive for smaller companies, even huge ones, without innovation and new developments. Commercial advertisements typically contain both product specific information and background features such as pleasant music, attractive jingles, actors- actresses, and humor. Do these features increase peoples’ attention to product information in a message, or can they directly influence peoples’ attitudes? Under such circumstances, classical conditioning has now become a major focus of marketing by large number of companies and brands for generating positive response for their products. In this report we try to understand these features used through classical conditioning theory in various Indian commercial advertisement that become positively affects the human minds. This study shows that impressions of the brand could be manipulated by means of specific features like music, jingles, and animation, animals and actors. Depending on the features used, the brand imparted either softness and silence or strength and arousal.