continually aired, the product itself will elicit the positive feelings. The effect of this classical conditioning is that viewers, who can now be considered potential consumers, will have consciously, or subconsciously acquired a more favorable brand. (Cafferata & Tybout,1989) In this instance, the latent effect is focused more on women, as they are thought to be the shoppers in the family. By graduation, it is estimated that students will have watched 25,000 hours of television, and 356,000 commercials. (Davis & Pallodino,1997) All these hours result in learning through observation and conditioning. They, along with other agents, make us who we are. Advertisers and the media achieve their goal by sneaking into the viewers mind and showing things that are comfortable and familiar and they can especially invade the minds of children whose are completely innocent. Essentially, they have a job to do, and know how to do it....
