The theory used in this advertisement is consumer learning. For the theory consumer learning, there are two basic forms which are classical conditioning and instrumental conditioning. Conditioning is learning that based on the association of a stimulus and a response towards their consumer buying behavior. (Consumer Behaviour, 2004) In this advertisement, it is more towards classical conditioning. Classical positioning views behaviour as the result of a close association between a primary stimulus and a secondary stimulus. (Consumer Behaviour, 2007) In this advertisement, the eye shadow treats as the stimulus and the model treat as the response. It established relationship between the model and the L'Oréal HiP eye shadows.
This advertisement clearly shows the model with the L'Oréal HiP eye shadows. As what we can see in this advertisement, the model become more pretty and astonishing after using the particular product. On the left bottom of the advertisement places the product which is the L'Oréal HiP eye shadows just right beside the model. This may imply to consumer that people who use this product might look as good as the model. This would be the first catchy sight caught by consumers. Especially ladies or girls this must attracted by the model response and make the decision to purchase it.
I think that classical conditioning theory is appropriate to this advertisement, as this is an eye shadows advertisement as they used a female model as the response of the eye shadows which treat as stimulus as it is the most suitable for this kind of advertisement. Here the consumers are presented with results after applying these eye shadows. This is the main information which consumer most needed to know. Besides