1. Analyzing
Commercial
Advertising
Lindsey Scott

2. Baileys Cream with Spirit
Advert – YouTube
Direct-acting positive
reinforcement contingencies:
Before: Behavior: After:
No sound of Viewer actively Sound of
music watches music
Baileys
commercial
Before: Behavior: After:
No sight of Viewer actively Sight of
dancing watches dancing
Baileys
commercial
Before: Behavior: After:
No sight of Viewer actively Sight of visual
visual effects watches effects
Baileys
commercial

3. The Pairing Procedure:
Sight of Baileys Sound of music, sight
cream of dancing, sight of
visual effects
Before: Behavior: After:
No sight of Viewer actively Sight of
Baileys watches Baileys cream
cream Baileys
commercial
The reinforcement contingency
to be learned:
Before: Behavior: After:
No Baileys Viewer goes Baileys
cream to store and cream
purchases
Baileys
cream

4. Punishment Contingency:
Crest 3D White
Whitestrips Holiday
Before: Behavior: After:
No self- Viewer Self-conscious Commercial - YouTube
conscious actively feelings about
feelings about watches Crest teeth
teeth commercial

5. Rule-governed analog to avoidance of
an aversive condition:
Sᴰ: After:
Crest 3D Teeth will not
White Strips be more
yellow
tomorrow
Before: Behavior:
Teeth will be Purchase and
more yellow use white
tomorrow Strips
S∆: After:
Not Crest 3D Teeth will be
White Strips more yellow
tomorrow
Rule: If you’re not whitening with Crest 3D White Strips, you’re yellowing.

6. Direct-acting positive reinforcement
contingencies:
Before: Behavior: After:
No sight of Viewer Sight of Justin
Justin Bieber watches Bieber
singing to Girlfriend singing to
viewer commercial viewer
Before: Behavior: After:
No sound of Viewer Sound of
Justin watches Justin
Bieber’s voice Girlfriend Bieber’s voice
commercial
Punishment Contingency:
JUSTIN BIEBER'S Before: Behavior: After:
No sadness Viewer Sadness
GIRLFRIEND - watches
OFFICIAL Girlfriend
commercial
FRAGRANCE
COMMERCIAL -
YouTube

7. Rule-governed avoidance of loss of a reinforcer:
Sᴰ:
Justin Bieber’s
Girlfriend
fragrance
Before: Behavior: After:
Will lose Viewer Will not lose
opportunity to purchases and opportunity to
smell like wears fragrance smell like
Justin’s Justin’s
girlfriend girlfriend
Rule: If you wear Justin Bieber’s Girlfriend perfume, Justin will love you.

8. Analyzing
Commercial
Advertising