Amna Kashif 22U00025
Task 5
Advertisement: Pepsi ad, “Cricket, Music, and the Good Old Days,”
Song: Ek dou kehni beh dou by Nazia Hassan and Zoheb Hassan
When a beloved song plays in a commercial, it tends to catch my attention
instantly. Familiar lyrics and melodies evoke positive memories and emotions,
creating a sense of excitement and joy. This emotional reaction often makes the
brand feel relatable and nostalgic, helping to forge a positive association.
The Pepsi ad uses nostalgic songs and imagery to align itself with Pakistani
culture’s love for cricket and music, appealing to viewers’ national pride. This
emotional resonance helps the brand feel like an integral part of cherished
memories and community celebrations, solidifying Pepsi's position as a go-to
beverage for social and cultural moments. This ad connects not only with my
generation but with our parents’ generation more because they grew up with
these songs.
1. Classical Conditioning: This theory explains how repeated pairing of a
neutral stimulus (Pepsi) with a positive stimulus (the familiar, nostalgic
song) can eventually lead to the product itself evoking the same positive
emotions. By featuring music and cricket moments that bring viewers joy,
Pepsi associates itself with these positive feelings. Over time, consumers
may feel happier and more excited when they see Pepsi, as it recalls these
nostalgic moments.
2. Instrumental Conditioning: This theory involves reinforcement through
rewards. By making Pepsi part of culturally relevant and joyful
experiences, the brand is “rewarded” with positive consumer attitudes.
Each time viewers see Pepsi associated with their favorite songs and
activities, they are subtly encouraged to choose Pepsi in real-life
celebrations, reinforcing the habit of buying it
Advertisement: Khudi - Sooper Hai Pakistan Ka Junoon
Song: Khudi by Janoon
In the Peek Freans Sooper ad titled “Khudi – Sooper Hai Pakistan Ka Junoon,” the
brand uses the iconic song “Khudi Ko Kar Buland Itna” to resonate with national
pride and determination. This approach taps into the deep emotional and cultural
significance of the song, aligning the Sooper brand with values of resilience and
unity. By using a popular band, Janoon, that is highly favoured by my generation
and pur parents’ generation, Peak Freans Sooper stands out, and viewers are
likely to remember the ad and brand more vividly.
1. Classical Conditioning: Classical conditioning occurs when a neutral
stimulus (Sooper biscuits) is paired with a positive stimulus (the
inspirational song). Over time, viewers may begin to associate the positive
emotions from the song—pride, motivation, resilience—with the Sooper
Amna Kashif 22U00025
brand. Eventually, seeing Sooper alone could evoke these positive
feelings, as they become conditioned to associate the brand with those
emotions.
2. Instrumental Conditioning: Instrumental conditioning involves using
positive reinforcement to encourage a specific behavior. Here, the ad
reinforces viewers’ positive feelings by associating Sooper with inspiring,
pride-filled moments. Each time consumers experience these feelings,
they are subtly encouraged to buy Sooper, as it becomes associated with
the pride and unity they experience when hearing the song.
