The people recognize themselves in their commodities; they find their soul in their automobile, hi-fi set, split-level home, kitchen equipment.
Not every problem someone has with his girlfriend is necessarily due to the capitalist mode of production.
Under the rule of a repressive whole, liberty can be made into a powerful instrument of domination.
The web of domination has become the web of Reason itself, and this society is fatally entangled in it.
At the highest stage of capitalism, the most necessary revolution appears as the most unlikely one.
That which is cannot be true.
Free election of masters does not abolish the masters or the slaves.
The range of choice open to the individual is not the decisive factor in determining the degree of human freedom, but what can be chosen and what is chosen by the individual.