Using the Nike advertisement as a case study on representation, discuss the following: a) Social learning theory (5) b) Classical conditioning (5)

a) Social learning theory suggests that individuals learn by observing others and imitating their behavior. In the Nike advertisement, the representation of athletes from diverse backgrounds and abilities can serve as role models for viewers. By showcasing athletes pushing their limits and achieving success, the advertisement can inspire viewers to set their own goals and work towards achieving them. This aligns with social learning theory as individuals may be motivated to emulate the behaviors and attitudes of the athletes depicted in the advertisement.

b) Classical conditioning involves associating a stimulus with a response through repeated pairings. In the Nike advertisement, the brand's logo and slogan are consistently paired with images of athletes overcoming challenges and achieving greatness. Over time, viewers may come to associate the Nike brand with qualities such as determination, perseverance, and success. This conditioning can influence consumer behavior, as individuals may be more likely to choose Nike products due to the positive associations they have formed through the advertisement. By strategically linking their brand with positive emotions and values, Nike can create a strong brand image and increase consumer loyalty.