COMM 325 Lecture Notes - Lecture 24: Wedding Ring, Classical Conditioning, Semiotics
20 Jan 2017
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Tuesday: chapter 14 & the greene article (on ecampus) Theory: repeated exposure to a neutral stimulus come to evaluate it more favorably. We don"t always like to be unfamiliar, but the more you. It is effective under particular conditions: neutral product, no strong attitude. Not design to change attitudes: cannot change attitudes. Shapes attitudes: up to a point. Good feelings summoned by emotion, rich language, stories, pleasant images/sounds. Classical conditioning: pavlov"s dog, similarly, our attitudes towards products can be conditioned through association with pleasant images, products with nature, celebrities, glamour, calming scenes, happy people . Semiotics: the study of signs and symbols, symbols = signs with substance. Mcdonald"s arches: symbols take on cultural and social meanings. Able to recall something quickly and it shapes your decisions: the extent to which we call up attitudes from memory, matters, advertisers know this, and design messages as such. These are those personally important to us products, high concerns, expensive items.
