After watching the Superbowl a few weeks ago, I came across a lot of funny commercials that reminded me of the psychological underpinnings that advertisers use to entice people to buy their product. The commercial I decided to use was for a new Audi car, and there are many different things going on in this commercial. Here is a link to the commercial:
At the beginning of the commercial, there is a vampire-guy driving his Audi in the forest to an outdoor party where all his vampire friends are at. I think the advertisers are trying to use the power of classical conditioning in this part of the commercial to show that people who buy Audi cars are cool and bad-ass. In this case the unconditioned stimuli are the party with all the friends and the good-looking vampire guy who is driving the Audi car. The unconditioned responses are feeling cool and bad-ass. Then the conditioned stimulus is the Audi car, and the conditioned response is feeling cool and bad-ass. The purpose behind classical conditioning is that when people are shopping for a car and come across the new Audi car they will get that same feeling of cool and bad-ass when they see the car and will want to buy it.
At the end of the commercial, when he finally arrives at the party, he has his LED headlights on which unfortunately kill all of the vampires that are at the party. In this case, the advertisers are using the idea that these new LED headlights are so powerful that they can kill a vampire. That gets you to think that this car is not only cool and bad-ass to drive but it also has very powerful headlights that are good for driving at night. Finally, the advertisers use comedy in this commercial to keep people engaged in the commercial. I have come across a lot of car commercials that are just really boring and that is usually the time I go and get some food or go to the bathroom. This commercial, on the other hand, really kept me engaged and I appreciated the use of humor in their commercial.