One boring Saturday afternoon I was scrolling down the CNN page I ended up in their video gallery. Eventually, a video came up talking about Vladimir Putin and his bid for re-election in Russia this weekend and it featured this ad. Although psychological conditioning and its uses in marketing were covered over a week ago, I found this advertisement to be relevant to our age demographic this year. The political ad begins with a college age girl asking a fortune teller who it will be her first time. Then the fortune teller flips a card with Vladimir Putin's photograph on it and then ad concludes with the girl walking to a voting station.
The ad uses classical conditioning to form "affection" for Vladimir Putin and ultimately a vote. The ad plays on arousal, affection, and the nostalgia of the "first time." The ad also is geared towards our age demographic and poses the question if first time voters will be specifically targeted in the coming United States presidential election and what kind of advertisement techniques will be used. The original advertisement is provided below with english subtitles.