John (the Savage) tells Lenina after they watch a feely called Three Weeks in a Helicopter:
"I don't think you ought to see things like that."
Lenina then asks:
"Things like what, John?"
"Like this horrible film."
"Horrible?" Lenina was genuinely astonished. "But I thought it was lovely."
"It was base," he said indignantly, "it was ignoble."
She shook her head. "I don't know what you mean." Why was he so queer? Why did he go out of his way to spoil things?
Much earlier in the book, the Director of Hatcheries and Conditioning in Central London is giving a group of students a tour of the Hatchery and Conditioning Centre. He leads them to a shuttered dormitory where a group of Beta children are sleeping as conditioning messages for "Elementary Class Consciousness" are being whispered to each child from under his or her pillow:
At the end of the room a loud speaker projected from the wall. The Director walked up to it and pressed a switch.
" ... all wear green," said a soft but very distinct voice, beginning in the middle of a sentence, "and Delta Children wear khaki. Oh no, I don't want to play with Delta children. And Epsilons are still worse. They're too stupid to be able to read or write. Besides they wear black, which is such a beastly colour. I'm so glad I'm a Beta."
There was a pause; then the voice began again.
"Alpha children wear grey. They work much harder than we do, because they're so frightfully clever. I'm really awfully glad I'm a Beta, because I don't work so hard. And then we are much better than the Gammas and Deltas. Gammas are stupid. They all wear green, and Delta children wear khaki. Oh no, I don't want to play with Delta children. And Episons are still worse. They're too stupid to be able ... "
The Director pushed back the switch. The voice was silent. Only its thin ghost continued to mutter from beneath the eighty pillows.
"They'll have that repeated forty or fifty times more before they wake; then again on Thursday, and again on Saturday. A hundred and twenty times three times a week for thirty months. After which they go on to a more advanced lesson."
After that, the Director sums up hypnopaedia to the students as:
"The greatest moralizing and socializing force of all time."