How Psychological Theories Have Been Used in Beer Commercials

Topics: Motivation, Educational psychology, Classical conditioning Pages: 12 (3321 words) Published: October 26, 2012
1) Introduction:
The purpose of this report is to review how psychological theories have been used in beer commercials and how effective they have been in garnering our attention.

The two beer commercials are:
1) Heineken
2) Carlsberg

A Brief Description Of The Two Commercials:
This commercial is about a staged show, where not-so-pleasant looking people are singing horribly, to the extent that it annoys the viewer. The commercial starts with a tagline that says: “It seems some people didn’t take the last Heineken commercial seriously.” The horrible singing goes on, until it ends with another tagline, “Remember, buy Heineken or we’ll keep running these commercials.” This commercial is supposedly targeted at adults, those who are above 18 years of age, since they are allowed to drink. However, everyone is allowed to view the commercial for humor purposes.

The commercial is about a store that gives away free soft toy to every customer that buys a beer. However, unknown to the customer, the soft toy contains “stolen” diamonds. There will be policemen waiting outside the store. When they see a person carrying a bottle of beer and the soft toy, they will immediately apprehend him without any questions asked. Back in the police station, the policemen would be enjoying the beer, which they had confiscated, while the innocent customers would be miserably locked up in the cell. Similarly, this commercial is supposedly targeted at adults, those who are above 18 years of age, since they are allowed to drink. However, everyone is again allowed to view the commercial for humor purposes. Our group will also be doing comparisons of the two beer commercials in terms of the psychological theories used and other dissimilarities worth mentioning. 2) Theory Reviews

2.1) Learning Theory
There are basically three theories to learning,
i) Classical conditioning ii) Operant conditioning iii) Observational learning

Classical conditioning is the type of conditioning that makes use of a stimulus that, before conditioning, does not naturally bring about the response of interest and a stimulus that brings about interest without having being learned. A good example will be that of a Macdonald’s advertisement. The very famous slogan that it has, “I’m loving it” makes it a top choice fast-food outlet that most people will patronize. The slogan in this case plays the role of a natural stimulus whereas Macdonald fast-food outlet is the unconditioned stimulus. Upon hearing the “I’m loving it” slogan, the sign of Macdonald fast-food outlet will appear unknowingly to our mind.

Operant conditioning is a type of conditioning, which a voluntary response is strengthened or weakened, depending on its favorable or unfavorable consequences. An example will be that of a Wall’s ice-cream advertisement. With attractive offers like, buy 3 for the price of 2 or even free gifts being given away for each tub of ice-cream brought.

Observational learning is learning through observing the behavior of another person called a model. A good example will be that of a coca cola drink advertisement. In most of the coca cola drink advertisement, there will be people drinking the coca cola drink itself and they will reveal a very refreshing and cooling expression when they finish drinking a drink and by seeing that after drinking that can of coca cola drink, it will bring about a refreshing and cooling sensation to a person. In this case, the reinforcer will be that of the cooling and refreshing sensation.

2.2) Motivation Theory
A good example would be the Xando slimming advertisement by a prominent local figure, namely Fann Wong. The commercial motivates us to buy the product through the use of the endorsement of the artist as an incentive. The allure of the product is basically the ability to attain a stunning figure such as that of the celebrity used.

Hence, the audience considers the product “tested and proven” as the...
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