Repetition Commercial

Consumer behavioral approach is that consumer receives the stimuli and then consumer gives the response to it. These three advertisements show the classical conditioning.Classical conditioning is that when there is a repetition of a conditional stimulus associated with an unconditional stimulus, a constellation of the conditioned responses comes to be elicited by the conditioned stimulus (Bouton &Moody, 2004).  

This advertisement repeated 'Apply directly to fore head - head on' all the time. And the content of this advertisement is concise which shows the function of the product simply and it gives the consumers a deep impression by repeating the slogan.

This one is different from the previous one. It repeats the sound of eating the Kit Kat and it even has the rhythm.It makes the boring sound of eating into a very interesting song.This not only gives the consumer a sense of feeling that this is delicious, but also makes the advertisement funny and interesting. 

The content of this advertisement is several stories about that two people are very thirsty and they are looking for water to drink.This advertisement is a story-telling style which makes the advertisement more interesting. At each end of the story, there is a slogan - 'Thirsty? Lemon, Lemon, Lemon, Lemon, Lemon, Lemon.'The slogan is very simple as well. But it is easy to remember.When people are thirsty, the jingle of 'lemon' will be echoed in their mind.

These three advertisements all use the repetition of the sound and slogan to create a conditioned response. Therefore, when customers hear the sound, they will think of the product and the brand. Or when customers are thirsty, they will think of the 'Lemon, Lemon, Lemon'!

References:

1. Bouton, M. E., & Moody, E. W. (2004). Memory processes in classical conditioning.Neuroscience and Biobehavioral Reviews, 28(7), 663-674. doi:10.1016/j.neubiorev.2004.09.001
2. Graeme Newell. (2010, Sep 7). Kit Kat: Break Time Anytime [Video file]. Retrieved from https://www.youtube.com/watch?v=UOGTsKLZofA&index=3&list=PLCCBFCEA8309982A8
3. KyleLC. (2006, Jul 8). HEADON! Apply directly to the forehead! [Video file]. Retrieved from https://www.youtube.com/watch?v=f_SwD7RveNE&index=2&list=PLCCBFCEA8309982A8
4. Yugakure Hidan. (2012, Mar 13).Thirsty? Lemon Lemon Lemon [Video file]. Retrieved from https://youtu.be/aJjWYuahXYM

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