Operant Conditioning in Advertising

740 Words2 Pages
bulb-icon

Recommended: What are the differences between research methods and research methodology

Operant Conditioning in Advertising
Commercials are designed to attract consumers through flashy forms of vision and audio. Usually commercials are evaluated in two ways, recognition measures and preference measures. Recognition is usually measured using surveys involving specific commercials viewed at home. Preference is a measure of personal liking, often measured by recorders installed in TV receivers (Nathan & Wallace, 1965).
This paper is a piece of research involving a new measure in the ability to understand the effectiveness of a commercial. The project was evaluated by the rate of work given to be able to watch or listen to commercials. Techniques like the ones used reach back to a familiar name, B. F. Skinner. Recently, his techniques have been refined in order to study the behavior of humans. Changes and additions have been made to increase the ability of the recording apparatus. These include the recording of both forms separately, the ability to control slide or sound stimuli to keep from repetition or delays, and variations in the required amount of reaction for each subject. D’Arcy Advertising Company asked Associates for Research in Behavior (ARBOR) to use four separate, 60 second commercials. The main reasons for selecting four different commercials was to measure the different focus level for each, the different amount of interest for different forms of commercials of the same commercials, and to develop rankings for the commercials (Nathan & Wallace, 1965).
Field study subjects included 408 people from various parts of the midwest. Every subject had participated in watching at least the third quarter of a specific, professional football game. The average age of those chosen for the field study was 40 and 80% w...

... middle of paper ...

...of the research in the future, technological advances will allow for different options for researching. The research supported advertisers with the belief that consumers pay more attention to their commercials than what they thought. However, it is possible for one to say the laboratory was not a replica of a home setting due to the lack of beverages, food, or restrooms (Nathan & Wallace, 1965).
(794)

References
Nathan, P. E., & Wallace, W. H. (1965). An Operant Behavioral
Measure of TV Commercial Effectiveness. Journal Of Advertising Research,
5(4), 13-20. Retrieved February 13, 2014, from OhioLink Web Databases
(EBSCO host).

References
Nathan, P. E., & Wallace, W. H. (1965). An Operant Behavioral
Measure of TV Commercial Effectiveness. Journal Of Advertising Research,
5(4), 13-20. Retrieved February 13, 2014, from OhioLink Web Databases
(EBSCO host).

Show More
Related

  • Lipozene Commercial Analysis

    1096 Words  | 3 Pages

    What makes a T.V. commercial memorable? Is it the product you remember or just the commercial itself? Many times it could be both, depending on the person that’s watching the commercial. Sitting down to watch the television is more than just enjoying your favorite TV show; it’s about seeing the different types of commercial that comes with it. Commercials will play a huge role in today’s society.

    Read More

  • The Use of Pathos, Ethos and Logos in Advertising

    681 Words  | 2 Pages

    Nowadays, commercial is becoming a major part of mass media. It does not only try to inform people about the availability and attractiveness of industrial good productions but also contribute to build an awareness of resources and alternatives for customer in daily life. There are thousands of commercials, so to attract customer, advertisers use various kinds on their commercial to make people aware of the firm's products, services or brands. Though they use various kinds on the commercial, the main goal of advertising tries to convince customer to buy their products, or do what they want. An excellent commercial will create a deep impression on their customers, or who want to become their customers by using three classical appeals: pathos, ethos and logos.

    Read More

  • Robert Scholes on Video Texts - Comparison

    2393 Words  | 5 Pages

    According to Robert Scholes, author of On Reading a Video Text, commercials aired on television hold a dynamic power over human beings on a subconscious level. He believes that through the use of specific tools, commercials can hold the minds of an audience captive, and can control their abilities to think rationally. Visual fascination, one of the tools Scholes believes captures the minds of viewers, can take a simple video, and through the use of editing and special effects, turn it into a powerful scene which one simply cannot take his or her eyes from. Narrativity is yet another way Scholes feels commercials can take control of the thoughts of a person sitting in front of the television. Through the use of specific words, sounds, accompanying statements and or music, a television commercial can hold a viewer’s mind within its grasp, just long enough to confuse someone into buying a product for the wrong reason. The most significant power over the population held by television commercials is that of cultural reinforcement, as Scholes calls it. By offering a human relation throughout itself, a commercial can link with the masses as though it’s speaking to the individual viewer on an equal level. A commercial In his essay, Scholes analyzes a Budweiser commercial in an effort to prove his statements about the aforementioned tools.

    Read More

  • Weetabix Rhetorical Analysis

    1194 Words  | 3 Pages

    The question often is what makes a good advertisement? The answer is simple, it should be able to grab the attention of the targeted audience, and even better it should be able to make the targeted audience fall in love with the advertisement so that they can be persuaded to achieve the desired results. Of all the forms of advertisement, TV commercials always are the best considered effective way to pass the message to the targets. I believe that the combination of audio-visual effects can engrave the commercial into the hearts and minds of the viewers and that is why I have chosen to analyse a TV commercial by Weetabix: Weetabix Chocolate Dubstep Cereal Commercial.

    Read More

  • Joe Chemo: A Case Study Of Persuasion Essay

    1432 Words  | 3 Pages

    The design is experimental as the results are self-reported and numerical. The 28 students were separated into two randomly allocated groups in which viewed different anti-smoking advertisement. One displaying the packaging on cigarette packets which targeted the central route of processing. The other advertisement was of “Joe Chemo” in which targeted the peripheral route of processing. The hypothesis in which will be aimed to support is; When participants viewed the advertisement targeting the central route of processing, the thought processing and attention scores will increase in comparison to participants who viewed the advertisement targeting the peripheral route of processing. This is because when the central route of processing is targeted there is a high level of elaboration therefore making the argument stronger and persuading the audience that

    Read More

  • Charmin Toilet Paper Ad

    865 Words  | 2 Pages

    Advertisements are one of many things that Americans cannot get away from. Every American sees an average of 3,000 advertisements a day; whether it’s on the television, radio, while surfing the internet, or while driving around town. Advertisements try to get consumers to buy their products by getting their attention. Most advertisements don’t have anything to do with the product itself. Every company has a different way of getting the public’s attention, but every advertisement has the same goal - to sell the product. Every advertisement tries to appeal to the audience by using ethos, pathos, and logos, while also focusing on who their audience is and the purpose of the ad. An example of this is a Charmin commercial where there is a bear who gets excited when he gets to use the toilet paper because it is so soft.

    Read More

  • Head Injuries in High School Football

    1542 Words  | 4 Pages

    American Football is a huge spectator sport where offensive and defensive players will use teamwork and perseverance to try and score more points than their opponent. Football is highly respected in America, where boys will try and pursue the dream of playing in the NFL (National Football Association) someday; but if you look at an average neighborhood, you will find that kids and adults of all ages love to go out and throw around the pigskin. (Lerner and Lerner 275). One thing Americans will take pride in is the college and NFL football teams they root for. People sit down with a beer and talk hours upon hours of football and two individuals can get in a heated discussion in the local sports store of whose sports team is better. Surprisingly enough, one will find the most passionate football players at the high school level. Most boys will start their football career as a young child in football programs such as Pop Warner to get a foothold and to get those involved in teamwork and friendships. These programs are usually the start to someone falling in love with the sport and making it a career choice eight years later. Football is one of America’s favorite sports. When fall season comes around, people across America are placing bets, finding out where that new sports bar is, and buying wide screen T.V’s to watch NFL on Sundays. After their team plays, they will go out and reminisce what happened that Sunday. While thousands of fans are still pumped from the NFL games they watched; small towns across America are getting ready to shut down their shops and restaurants to have the chance to make it to the local high schools football game. Ray Glier, a reporter for the New York Times, writes about football in the small town of Appala...

    Read More

  • Primacy Effect on Super Bowl Commercials

    1600 Words  | 4 Pages

    Advertisers and researchers have reviewed Super Bowl commercials, since they are very prevalent among viewers and highly lucrative for networks. Programming the ads...

    Read More

  • The Importance Of Football In The NFL

    781 Words  | 2 Pages

    In America, football is no longer a sport but is engraved into our culture. According to SoftSchools.com, a website containing informative information on multiple subjects, The National Football League was established in 1920, quickly becoming the most watched sports league in the U.S. (“Football”). The league is composed of thirty-two teams, competing each year with the intent to play in the Super Bowl for a chance to win the Vince Lombardi Trophy (“Football”). The Super Bowl is the most watched television program in the U.S., averaging 113 million viewers each year (“Football”). With so many people watching this sport the annual revenue of the NFL is approximately nine billion dollars (“Football”). In contrast, baseball is considered to be the American sport, however, the annual revenue is only 7.2 billion dollars (“Football”). Football has now passed many sports in popularity in the United States being the favorite of thirty-five percent of all Americans (“Football”). The sport is appealing to many because the physical aspect to the game is exhilarating and keeps the fans entertained. However, the physical nature of the sport may cause the popularity but also can make the game dangerous.

    Read More

  • Cat-like Reflexes: A Study of Effective Advertising

    541 Words  | 2 Pages

    National Association of Realtors TV commercial, ‘Phil’s-osophies: Ball’, is a commercial advertised on TV stating that real estate requires cat-like reflexes. This ad’s intended target it future homebuyers. In this ad, it shows a realtor Phil Dunphy from “Modern Family” who is played by Ty Burrell, sitting in front of a burning fire place in a chair reading a book. This ad displays him trying to catch a rubber ball that is being thrown at his face. This is a very humorous ad and it is intended to make the viewers laugh and to show that “A slow home buyer is a no home buyer.” A serious and humorous tone as well as pathos are present during this ad. Its stance is to get people to visit their website to get more details.

    Read More

  • Analysis of an Advertising Campaign

    2004 Words  | 5 Pages

    Analysis of an Advertising Campaign We are swarmed by advertising. Companies constantly battle to compete for the sale of their product. Adverts appear in every form of media including radio; television; Internet; billboards; newspaper; flyers and magazines. The advertiser wants us to buy their product above their competitors. The basic aim of advertising is to convince the target audience that their product is the best in the field and superior to the other products of similarity.

    Read More

  • Analysis of Commercial Advertisement

    1641 Words  | 4 Pages

    Television commercials are television programming produced by any organisation to provide message in the market about their product or services. It is one of the most popular methods to attract customer and provide them information about their products or services.

    Read More

  • Analysis of McDonald’s Corporation Advertising

    1431 Words  | 3 Pages

    Advertising generally tries to sell the things that consumers want even if they should not wish for them. Adverting things that consumers do not yearn for is not effective use of the advertiser’s money. A majority of what advertisers sell consists of customer items like food, clothing, cars and services-- things that people desire to have. On the other hand it is believed by some advertising experts that the greatest influence in advertising happens in choosing a brand at the point of sale.

    Read More

  • Fandom And Fanaticism

    1299 Words  | 3 Pages

    Researchers have long been interested in studying the characteristics, habits and overall health of sports fans. They've studied alcohol consumption, testosterone levels, and even cardiac arrest rates after a Super Bowl game. Daniel L.Wann, a psychology professor who is cited in plenty of artic...

    Read More

  • Advertising: The Influence Of Advertising

    1451 Words  | 3 Pages

    Goodman (1997) asserts the average young person views more than 3000 ads per day on television (TV), on the Internet, on billboards, and in magazines. At this rate, teenagers are exposed to a vast range of advertisements that create awareness and knowledge of products and services in the market. Moreover, the objective of advertisements is to increase sales and grow profits. Though advertisers are not psychologists, they are aware of strategic techniques that will cause teenagers to be convinced to buy their product. For instance, the method of using product placement and celebrity endorsement is common, and in spite of this, advertisements tend to be more memorable namely due to popularity. According to the traditional hierarchy-of-effects models of advertising state that advertising exposure leads to cognitions, such as memory about the advertisement, the brand; which in turn leads to attitudes, i.e. Product liking and attitude toward purchase; which in the end leads to behaviors, like buying the advertised product

    Read More

More about Operant Conditioning in Advertising

Open Document