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the cross? -- because your parents have been doing it. And ask the parents, Why? -- because their parents have been doing it, and so on and so forth. People simply imitate. Imitation is easy, it remains on the surface. It is not a commitment, commitment goes to the heart.
You will have to be very conscious, you will have to learn two things. One: the moment you see something nonessential is there, don't pay any attention to it, bypass it. There is no need even to look at it, there is no need to read it.
If you start reading only the essential, our cities will become far more beautiful because boards and advertisements on the walls will disappear. They are there because you go on reading them. And the same thing: "Livva little hot, sippa Gold Spot." Whenever you pass, again you read it: "Livva little hot...." It is unconscious! And if you read it too many times -- "Livva little hot, sippa Gold Spot" -- one day you will sippa Gold Spot! How long can you avoid it?
The whole advertising depends on your foolishness. Just constant repetition. That's why the latest thing is not to have fixed lights for advertisements; they go on, off. "Livva little hot..." you have read once, the light goes off. It comes again: "Livva little hot..." again you have to read it! If it remains constant you will read it only once and you will go home. But if it changes while you are passing, it changes four or five times, then four or five times you have to read it.
The whole science of advertising depends on your foolishness. Just go on repeating, and people start purchasing. Anything can be sold. In the old days the economists used to say that this is a fundamental law; it is no more. What they used to think a fundamental law was: wherever there is demand, there is supply. Now it is just vice versa: wherever there is supply, there is demand. First supply anything -- just create a hypnotic atmosphere about it, and anything repeated too many times becomes a hypnosis.
Beware of the nonessential. Nobody can force you, if you are aware, to cling to the nonessential. And if you don't cling to the nonessential, if you don't gather the nonessential, passages will
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