how do I discipline this face?

Seriously I would like to know how I am supposed to discipline this adorable face. I tell him no, no, or please don't play with that and the response I get is this big ol' smile! We are in the market for a new entertainment center, as Josh likes this one a bit too much. I know that he doesn't understand that he isn't supposed to play with these things, so I don't get mad at him. I just think it is funny how he is already using his charms to get out of trouble. Boy am I in for it as he gets older!!