I am going to be told that I am a reductionist, but I see it like this: as we are in a crisis of civilisation, one of the most powerful problems we have as a society is the magnificent spread of advertising. It's so widespread in every corner that we often don't even see, as we breathe and we don't see the air that moves us.

And then you'll ask me how I see it, quite rightly. It's true, because maybe soon I'll be given the Critical Thinking subject, which the owners of the world have invented as master ad manipulation. I've started to sharpen my critical gaze to start training. Not without a north, but aiming at the right places (please do not ask now who decides who is the right place, because that is how we cannot move forward). I'd like those of you who have invented this lesson to know what a philosophy professor in El Mundo Today magazine had to say about his students: "You give them all the tools they need to be critical, and that's what they use to be critical of the tools given. It’s rabid.” I, like those students, try to check the owners of the world, looking for the fandango's lap, crossing their fingers: what they've invented to do their own cleaning, come back like a boomerang and get in the middle of their forehead. I don't know if it's going to leave me.

In this sense, I have deviated: the advertising empire, often invisible but always effective, has spread everywhere. It's especially noticeable on the Internet, not to mention on social networks, which have become spaces full of advertising. The advertising that interrupts and hinders any reading and visit is constant and irritable (in this case, very evident). Life is full of clear ads, brands and logos, sales shop windows. Apparently, banks are smiling and sweet beings, as fuel companies like and friendly environment. Messages of this kind throughout the holy day, ceaselessly, drop (or jet, for example, radio wedges), until the soul thickens into the bone marrow.

If we manage to get some of the current that drags us, we will realize that advertising (often invisible but always effective) has convinced us of very curious things. For example, proposals such as the nationalisation of banks or electricity companies are extreme and risky and cannot be mentioned (attention, I mean companies that make shameful profits as a result of speculating with basic needs). They don’t have to say so, literally (you can’t see), but we all do it (it’s effective): no one has the mind to raise this, nor the leftist parties (I mean those who should have to defend such projects).

If we manage to avoid invisible but effective advertising that stifles the ability to see what is there, these kinds of proposals seem sensible ideas. What is more, it is necessary. What is strange is that an electricity company, which this year has won inexhaustible amounts of money, is organising a debate on energy poverty that it seems to want to avoid (I am referring to the poverty that it has caused itself, which has allowed it to earn that amount). Because thinking better, and not in a particularly critical way, perhaps what impedes advertising is not only critical thinking, but also common and good sense.