One who hates is a man holding a magnifying-glass, and when he hates someone, he knows precisely that person's surface, from the soles of his feet all the way up to each hair on the hated head

The essence of kitsch is the confusion of ethical and esthetic categories; kitsch wants to produce not the "good" but the "beautiful."

Are we, then, insane because we have not gone mad?

You must neither completely nor partially copy the art of others. If so, you will be producing kitsch.

Kitsch generates pseudonovelty with no new insight into reality, or else does not concern itself at all with the new and produces its effects with more or less academic eclecticism.

The maker of kitsch does not create inferior art, he is not an incompetent or a bungler, he cannot be evaluated by aesthetic standards; rather, he is ethically depraved, a criminal willing radical evil. And since it is radical evil that is manifest here, evil per se, forming the absolute negative pole of every value-system, kitsch will always be evil, not just kitsch in art, but kitsch in every value-system that is not an imitation system.

The goddess of beauty is the goddess Kitsch.