How Psychological Theories Have Been Used in Beer Commercials
1) Introduction:
The purpose of this report is to review how psychological theories have been used in beer commercials and how effective they have been in garnering our attention.
The two beer commercials are:
1) Heineken
2) Carlsberg
A Brief Description Of The Two Commercials:
Heineken
This commercial is about a staged show, where not-so-pleasant looking people are singing horribly, to the extent that it annoys the viewer. The commercial starts with a tagline that says: “It seems some people didn’t take the last Heineken commercial seriously.”
The horrible singing goes on, until it ends with another tagline, “Remember, buy Heineken or we’ll keep running these commercials.”
This commercial is supposedly targeted at adults, those who are above 18 years of age, since they are allowed to drink. However, everyone is allowed to view the commercial for humor purposes.
Carlsberg
The commercial is about a store that gives away free soft toy to every customer that buys a beer. However, unknown to the customer, the soft toy contains “stolen” diamonds.
There will be policemen waiting outside the store. When they see a person carrying a bottle of beer and the soft toy, they will immediately apprehend him without any questions asked.
Back in the police station, the policemen would be enjoying the beer, which they had confiscated, while the innocent customers would be miserably locked up in the cell.
Similarly, this commercial is supposedly targeted at adults, those who are above 18 years of age, since they are allowed to drink. However, everyone is again allowed to view the commercial for humor purposes.
Our group will also be doing comparisons of the two beer commercials in terms of the psychological theories used and other dissimilarities worth mentioning.
2) Theory Reviews
2.1) Learning Theory
There are basically three theories to learning,
i) Classical conditioning ii) Operant conditioning iii) Observational learning
Classical conditioning is
The purpose of this report is to review how psychological theories have been used in beer commercials and how effective they have been in garnering our attention.
The two beer commercials are:
1) Heineken
2) Carlsberg
A Brief Description Of The Two Commercials:
Heineken
This commercial is about a staged show, where not-so-pleasant looking people are singing horribly, to the extent that it annoys the viewer. The commercial starts with a tagline that says: “It seems some people didn’t take the last Heineken commercial seriously.”
The horrible singing goes on, until it ends with another tagline, “Remember, buy Heineken or we’ll keep running these commercials.”
This commercial is supposedly targeted at adults, those who are above 18 years of age, since they are allowed to drink. However, everyone is allowed to view the commercial for humor purposes.
Carlsberg
The commercial is about a store that gives away free soft toy to every customer that buys a beer. However, unknown to the customer, the soft toy contains “stolen” diamonds.
There will be policemen waiting outside the store. When they see a person carrying a bottle of beer and the soft toy, they will immediately apprehend him without any questions asked.
Back in the police station, the policemen would be enjoying the beer, which they had confiscated, while the innocent customers would be miserably locked up in the cell.
Similarly, this commercial is supposedly targeted at adults, those who are above 18 years of age, since they are allowed to drink. However, everyone is again allowed to view the commercial for humor purposes.
Our group will also be doing comparisons of the two beer commercials in terms of the psychological theories used and other dissimilarities worth mentioning.
2) Theory Reviews
2.1) Learning Theory
There are basically three theories to learning,
i) Classical conditioning ii) Operant conditioning iii) Observational learning
Classical conditioning is