the same exotic sun
The enthusiastic and unpaid picture story about the living habits and personal grooming of celebrities, which wins them new fans, is editorial, while the advertising pages rely on photographs and data so factual and lifelike that they represent the ideal of information to which the editorial section only aspires. Every film is a preview of the next, which promises yet again to unite the same heroic couple under the same exotic sun: anyone arriving late cannot tell whether he is watching the trailer or the real thing. The montage character of the culture industry, the synthetic, controlled manner in which its products are assembled – factory-like not only in the film studio but also, virtually, in the compilation of the cheap biographies, journalistic novels, and hit songs – predisposes it to advertising: the individual moment, in being detachable, replaceable, estranged even technically from any coherence of meaning, lends itself to purposes outside the work. The special effect, the trick, the isolated and repeatable individual performance have always conspired with the exhibition of commodities for advertising purposes, and today every close up of a film actress is an advert for her name, every hit song a plug for its tune. Advertising and the culture industry are merging technically no less than economically. In both, the same thing appears in countless places, and the mechanical repletion of the same culture product is already that of the same propaganda slogan.
- Max Horkheimer (1895-1973) & Theodor W. Adorno (1903-1969)