The world overflows with stimuli. Many of these are advertising messages that will never know whether we hear them. They are not alive but continue speaking. We adjust our filters and stop listening to them in turn. In an economy of excess, the advertising industry meets this problem with more advertising. The vendors' cries grow louder and it becomes more difficult to withdraw. We are faced with questions of hospitality: How much should we allow to access our minds? Where is the point of rupture? Christian Hänggi holds an MSc in Communication Sciences from the University of Lugano and a PhD in Media and Communication from the European Graduate School. He is a branding expert and copywriter based in Zurich, Switzerland.