Classical Conditioning

In classical conditioning, a subject reacts to a stimulus that evokes an unconscious physical or emotional response. The Gatorade ad portrays a positive physical response to “athletes”. The blue sweat pouring down his face is the Gatorade “in him” shows his athletic energy. This ad also triggers an emotional response to the viewer by asking “is it in you”? Conditioning the audience that Gatorade is made for athletes like you.

Done