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1楼主 wl2007/10/24 13:53:00
Maybe the commercials of RUSS-K (a Japanese brand, which sells clothes and ornaments to young people) would be a good example of presenting conditioning. The process of learning associations between events is called conditioning. There are two kinds of conditioning. One is classical conditioning, which means a type of learning in which an organism comes to associate stimuli. We can see this kind of conditioning in the commercials of RUSS-K. RUSS-K uses a popular Japanese union called “NEWS”(which is composed of six good-looking young men) in this autumn’s series. NEWS sing their unreleased new song in RUSS-K’s commercials on TV. Each of the members is wearing RUSS-K. In this case, we can find UCS(NEWS), UCR(the pleasing feeling of seeing good-looking people), CS(RUSS-K), CR(the pleasing feeling of seeing RUSS-K). UCS(unconditioned stimulus) means a stimulus that unconditionally—naturally and automatically—triggers a response. In the commercials of RUSS-K, besides NEWS, the rhythm of the song and the dance can also be regarded as UCS, because they can trigger UCR as well. UCR(unconditioned response) means the unlearned, naturally occurring response to the unconditioned stimulus(UCS). The song’s rhythm(UCS) triggers audience’s exciting feelings(UCR). The dance(UCS), as a kind of body language, makes the audience feel they are fashion and mannish(UCR). So far, there are three pairs of UCS and UCR. RUSS-K, what NEWS are wearing, is NS(neutral stimulus) at that time. As we learned from Pavlov’s experiments, the audience will associate the two stimuli if the brand of RUSS-K regularly signals NEWS. As a matter of fact, NEWS was the only spokesperson of RUSS-K commercials, and RUSS-K is the only commercial to this union. This will make a very good effect. When the audience associates the two stimuli(UCS & NS), they turned NS into CS(conditioned stimulus). CS triggers a conditioned response, which is called CR. In this case, besides the pleasing feeling of seeing RUSS-K, the audience’s excitation, fashion and mannish feelings are also CR. There’s another interesting thing in the series. We know that experiments on acquisition have revealed that classical conditioning is usually greatest when the CS is presented just before the UCS, thus preparing the organism for what is coming. Probably the commercial producer knows it as well: at the beginning of the commercials, the brand RUSS-K(CS) is in the central of the screen; then NEWS(UCS) cut in, begin to sing and dance. RUSS-K really does a good job by following the psychological principles.
We can also find the other kind of conditioning in this case. It is called operant conditioning, which means a type of learning in which behavior is strengthened if followed by reinforcement or diminished if followed by punishment. A reinforcer is any consequence that strengthens behavior. There are two basic kinds of reinforces. One type (positive reinforcer) strengthens a response by presenting a stimulus after a response. The other type (negative reinforcer) strengthens a response by reducing or removing an aversive stimulus. What we find in this case are all positive reinforcers. For example, the dance. As a union belongs to Johnny’s (one of the most famous entertainment companies in
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“NEWS”(which is composed of six good-looking young men)
As a union belongs to Johnny’s (one of the most famous entertainment companies in
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