The science behind subliminal advertising mimics classical conditioning; however, this training can be conquered by the conscious mind thus made ineffective.  Naysayers to this argument claim that subliminal messages in advertising either affect the brain in complicated ways beyond the control of the individual or not at all.  Bargh believes that subliminal advertisements are usually effective but not always.  He insists, “Sometimes, subliminal messages are not perceived at all, in which case they have no priming effect” (Bargh par. 21). Bargh is trying to rationalize subliminal advertising's shortcomings with faulty information. However, with subliminal advertising there is no all or nothing situation.  Subliminal messages work in simplistic ways that can easily be thwarted with the decision of the conscious individual; Klass explains, “The more elaborate the form of a stimulus, in terms of shape, size, form, color, and organization, the more difficult it is to perceive it accurately and speedily. Most of us can react to a simple arithmetic statement like 2X2” (par. 27).  This is the correct understanding of subliminal advertising and where most advertisers and viewers go wrong; this is correct because of thorough and sound studies.  Subliminal advertising being portrayed as complicated and powerful is a public myth that, quite frankly, is incorrect.  In actuality, one needs to take a more simplistic approach to fully understand this dilemma.  Again, subliminal advertising works like classical conditioning but is still ineffective.