Explanation of Messages - Conditioning & Source Credibility

• Message #1: Uses classical conditioning, which is repeatedly pairing a new stimulus with a stimulus that already reduces a response, in order for the new stimulus to produce a similar response. We did this by pairing Brad Pitt (an attractive celebrity) with the message that he is successful because he does not binge drink; therefore if an individual does not binge drink, they will also be successful.
• Message#2: Also uses classical conditioning by pairing a dog (which is something that most people like and have as a pet) with the idea that binge drinking could potentially harm your pets.
• Message#3: Uses intensity, which is the idea that the more perceptually intense a message is, the stronger the effect will be. To promote intensity, we decided to portray the message that each year, thousands of children lose a sibling to drunk driving, which is often caused by binge drinking. The message also shows a picture of several children to help the person viewing the message picture exactly the intensity of the message.
• Message #4: Uses repetition, which is the idea that the more frequently we see an ad pairing a product with something positive, the stronger the pairing will be in our minds. Therefore, in our message we repeatedly used the word friend in order to promote the idea that if you love your friend you shouldn't binge drink.
• Message #5: Uses subliminal persuasion, or messages that are too subtle to notice and shows an image of bottles of alcohol, with the words "Don't Binge Drink" subtly placed within the image.
• Message #6: Uses a credible communicator, because the charactertistics of the source affect how much it will persuade a person. Therefore, we decided to use Dr. Phil to explain the effects of binge drinking, because he is a "doctor" who many people see as credible and many people also trust his advice. He also has expertise on many topics, including binge drinking.
• Message #7: Again uses a credible communicator. In this case we decided to use Lane Garrison, an actor on Prison Break, because he was involved in an incident in which he drove drunk, bought alcohol for minors, and ended up killing a young person because of being drunk. Therefore, he is someone who has "expertise," because he has first-hand experience of the possible negative effects and consequences of drinking irresponsibly.