Critique of Instrumental Reason

by Horkheimer, M (1974)

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The personal relationship is being eliminated from the act of buying and selling. There is no longer room for acts of courtesy to individuals, for the old bow to the customer is being replaced by advertising, the latter, which constitutes a special large sector in the division of labor, being professionally standardized and rationalized, no less than the advertised goods or services. The development of advertising is hastening the process of monopolization which it expresses, and is at the same time freeing an important social activity from its dependence on the amiability of any individual seller. (p.125)

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