Final answer:
In the advertisement, the sunglasses act as a conditioned stimulus, using the concept of classical conditioning where an actor's positive image is transferred to the product to encourage purchases. A scandal affecting the actor would lead to advertisers cutting ties because the positive association is lost.
Step-by-step explanation:
When an advertisement displays your favorite actor wearing a new brand of sunglasses, the sunglasses represent the conditioned stimulus. This advertising technique relies on the psychological principle of classical conditioning. The advertiser aims to transfer the positive feelings you have toward the actor (unconditioned response) to the sunglasses, hoping that you'll develop a desire to purchase them.
In many cases, if a public figure involved in advertising is caught up in a scandal and loses the positive public perception, advertisers will quickly sever ties. The public figure is no longer an effective unconditioned stimulus that can evoke a positive unconditioned response and, as a result, cannot effectively promote the product.