There are various ways that advertisers try to persuade us to buy their products, and one of the most frequently used and powerful is classical conditioning. In ads and commercials, the product (the NS) its paired with images like bright colors, happy & beautiful people, and sounds like upbeat music (the US) that elicit within us positive emotional responses (the US). Political campaigns also "market" to the voter: pairing "their" candidate with images and sounds that elicit positive emotions, and the "other candidate" with images and sounds that elicit negative emotions.

For this assignment, please find and share an advertisement that uses classical conditioning in attempting to influence us--this can be a commercial, a print ad, a cereal box, etc. Providing a link to the advertisement or some image along with your submission, but if that is not possible simply describing the advertisement and the elements within it will be okay. Your task is to identify the NS (always the product, whether Bud Lite, Huggies, or a political candidate), the US (the images and sounds associated), and the UR (the emotions attempting to be elicited).

In your short paper directly respond to the following:

• In a short introductory paragraph describe your advertisement and why you chose it.
• Clearly and accurately identify all classical conditioning elements: the NS/CS, the US, and the UR/CR.
• In one final paragraph discuss how classical conditioning has and is being used to manipulate our emotional responses to get us to act in certain ways (buying, voting). In a final paragraph discuss how these same mechanismsthat are influencing us all the time anywaycan be used to help us all make better, healthier decisions (for example, to choose flavored water instead of sugary pop). How can you use them to positively influence those around you?

Stay focused on how classical conditioning principles are being used to influence us. Some of you are likely familiar with that scene from "The Wizard of Oz": "Pay no attention to that man behind the curtain!" Well, we are looking behind the curtain--how are they trying to influence us?