When a neutral stimulus is paired with a stimulus that educes a reflexive response, overtime the individual will display the same response to the neutral stimulus alone. This was Ivan Pavlov's idea of classical conditioning. Advertising in the media uses the idea of classical conditioning to generate an audience and a consumer population and due to the prevalence of media in society it is important for individuals to understand this learning idea. When an individual knows that neutral stimuli are not related to responses that unconditioned stimuli provoke, he or she will know not to combine the disparate elements like media does. The advertisement for Jose Cuervo uses this idea to attract consumers. Jose Cuervo, the conditioned stimulus, is paired with the image of a happy male and female in contact with one another as well as the words "Pursue Your Daydreams," the unconditioned stimuli. When an individual sees this advertisement, he or she will feel a sense of desire to have what the individuals in the picture have. This feeling will create a conditioned response that leads to believe that the beverage will create this experience for him or her when if fact this is a false claim. I wonder how far advertisements can go in blending unrelated elements while remaining successive.