“As naturally as the ruled always took the morality imposed upon them more seriously than did the rulers themselves, the deceived masses are today captivated by the myth of success even more than the successful are. Immovably, they insist on the very ideology which enslaves them. The misplaced love of the common people for the wrong which is done to them is a greater force than the cunning of the authorities.”

“Thought as such… is an act of negation, of resistance to that which is forced upon it; this is what thought has inherited from its archetype, the relation between labor and material. Today, when ideologues tend more than ever to encourage thought to be positive, they cleverly note that positivity runs precisely counter to thought, and that it takes friendly persuasion by social authority to accustom thought to positivity.”

“Beauty today can have no other measure except the depth to which a work resolves contradictions. A work must cut through the contradictions and overcome them, not by covering them up, but by pursuing them.”

“The forms of art reflect the history of man more truthfully than do documents themselves.”

“True thoughts are those alone which do not understand themselves.”

“The triumph of advertising in the culture industry is that consumers feel compelled to buy and use its products even though they see through them.”

“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.”