Final answer:
Maria Sharapova in Canon commercials exemplifies the use of associative learning in advertising by indirectly signaling product quality and creating positive associations rather than detailing product features.
Step-by-step explanation:
Maria Sharapova starring in Canon Sure Shot commercials with her Pomeranian dog is an example of advertising that is not directly informative about the product's features, but rather provides an indirect signal of the product's quality. This type of advertising plays on the principle of associative learning, where a well-known personality or emotion-evoking element, such as a cute dog, is used to create a positive association with the product.
Famous personalities like Sharapova or Derek Jeter in Ford commercials convey certain desirable attributes - success, wealth, loyalty, attractiveness - that brands wish consumers to associate with their products.
Likewise, alcohol brands often use appealing landscapes or imagery to associate their products with luxury or leisure lifestyles. In essence, these advertising strategies aim to shape consumer perception and identity related to the product, rather than providing explicit information about the product itself.