In the end indignation over kitsch is anger at tis shameless revelling in the joy of imitation.

Indeed, happiness is nothing other than being encompassed, an after-image of the original shelter within the mother. But for this reason no one who is happy can know that he is so. To see happiness, he would have to pass out of it: to be as if already born. He who says he is happy lies, and in invoking happiness, sins against it. He alone keeps faith who says: I was happy.

The power of the culture industry's ideology is such that conformity has replaced consciousness

The dialectic cannot stop short before the conceptsof health and sickness, nor indeed before their siblings reason and unreason.

The good man is he who rules himself as he does his own property: his autonomous being is modelled on material power.

Freud made the discovery- quite genuinely, simply through working on his own material- that the more deeply one explores the phenomena of human individuation, the more unreservedly one grasps the individual as a self-contained and dynamic entity, the closer one draws to that in the individual which is really no longer individual.

Fascism is itself less 'ideological', in so far as it openly proclaims the principle of domination that is elsewhere concealed.