The article “What does advertising do?” and the book “Brave New World” both cover the dystopian element of conditioning and how it can effect how people in society. In “Brave New World”, the society is conditioned to think, say, and buy certain things. This creates stability and happiness within society. The World state uses hypnopedia and conditioning to drill into the minds of people that “ending is better than mending” and “the more stitches, the less riches” which encourages people to continue buying and consuming more goods. Huxley, the author of BNW, is pointing out the power conditioning and advertisements have over society. Consumption will make people happy. It gives them freedom to do and buy what they want. Huxley is explaining the pros and cons of dystopian advertising among the society. If the society is influenced so easily by advertisements, it can lead to no feelings of emotions. In “What does advertising do?”, uses commercials to suppress real emotions. It associates things people love with the product. The transfer of our feelings from “one set of items to another is called affective conditioning”. The article reveals that advertisements can help people in society with knowing about new products, but if the viewers are not paying attention to what is being said, they can have an affect on our behavior. If the world lets advertisements dictate what is said, and done, everyone just becomes a machine that helps companies make money. Life today is split between two sides- those who let advertisements dictate what they think, and those who don’t. Advertisements and condition have the potential to improve life. It can help give necessary companies the money they need to operate, introduce new products to the market, etc. On the other side of this argument, it can lead to the dictation of people across the world. It is up to society to decide whether advertisements are worth the pain it could potentially cause.