经典条件反射是伊万·巴甫洛夫在对狗的反应行为进行条件反射时首次提出的刺激反应。当刺激没有导致必要的或明显的行为反应时，它是中性的(Clarke & Squire 1998)。另一方面，在经典条件作用的背景下，有可能把一个刺激与一个反应联系起来，因此每次刺激都呈现相同的反应(Stuart &Shimp, 1987)。在广告的概念中，可以这样说，公司会把他们的产品与某种反应联系起来，然后确保广告的浏览者对is作出反应。因此，当一个广告唤起欲望时，当广告的浏览者重复地看到它时，他们就会把它与欲望联系起来。现在把同样的方法应用到Brita的广告中，就可以看出水是广告的主导元素。此外，水被呈现在一个非常纯粹的意义上，因为它是流动从小溪和被视为流动从山顶。因此，这是水，一个人会联想到尽可能自然。
Classical conditioning is that of the stimulus response that was first proposed by Ivan Pavlov in the conditioning of the response behavior of the dog. A stimulus is neutral when it does not lead to a needed or an apparent behavior response (Clarke & Squire 1998). On the other hand, in the context of classical conditioning it is possible to associated a stimulus with a response and hence endure that the same response is being presented every time for the stimulus (Stuart &Shimp, 1987). Used in the concept of advertising it can then be said that companies would associated their product to a certain response and then ensure that the viewer of the advertisement responds to is. When anadvertisement hence evokes desire, when the viewer of the add sees it repetitively then they will have associated it with desire. Now applying the same to the Brita advertisement, then it is possible to see that water is the dominant element in the advertisement. Furthermore, the water is presented in a very pure sense, as it is flowing from a stream and is seen to be flowing from the top of the mountain. Hence this is water that a person would associate with being as natural as possible.
In addition, the advertisement also has text depicting the nature of the water, as in how the filter removes impurities, the taste of chlorine, and even a high percentage of lead. So whenever a viewer watches the advertisement they would associate it with pure water and natural water. On the other hand, there are high involvement advertisements. In the case of the high involvement offer, the offer is made such that the offer would involve the consumer with a certain amount of risk. They would feel they’re either risking time, or money etc when it comes to buying the product. Alternatively, they would also feel they are elevated in status when buying a product. A jeweler for instance could be a high involvement item and the advertisement could present it as such. Now consider the advertisement for Brita. It is a simple advertisement and it does not represent any ownership or status elevation. The user is offered clean plain water. The user might hence end up selecting some product which offers them more than just water.