This is an advertisement in the UK produced by Bates Dorland in order to promote Banham Zoo.
The advert comprises a child’s drawing of ‘a penguin’, depicting it as a chocolate bar. The caption below reads ‘now you know why we need Banham zoo’ implying that this is the only way a child can comprehend what a penguin is without going to the zoo. The advert has used humour, which plays a part in temporary amusement (Gelb & Zinkhan, 1986) so a positive attitude is built upon the brand. This associate learning is a form of classical conditioning. The neutral stimulus (CS), the zoo, is paired with another stimulus (UCS), humour, that elicits a positive affective reaction. Thus the neutral stimulus may come to evoke a positive evaluative response.
This is seen in a study by Razran (1940), where slogans were presented to subjects in different settings. When subjects were enjoying a free lunch they approved of the slogan more than when it was presented in a neutral setting or an unpleasant condition (inhaling unpleasant fumes).
Gelb, B. D., & Zinkhan, G. M. (1986). Humor and Advertising Effectiveness After Repeated Exposures to a Radio Commercial. Journal of Advertising, 15(2), 15-20.
Razran, G. H.S. (1940). Conditioned response changes in rating and appraising socio-political slogans. Psychological Bulletin, 37, 481.