April Stevens' and Nino Tempo's version of Deep Purple became a number one hit in 1963. I liked it when it first came out, and I've enjoyed it ever since. A while back I happened to hear it via Sirius satellite radio and was drawn into it like never before. But its lyrics, penned by Mitchell Parish, are pure sweet kitsch:
When the deep purple falls over sleepy garden walls
And the stars begin to twinkle in the night
Through the mist of a memory you wander back to me
Breathing my name with a sigh.In the still of the night once again I hold you tight
Though you're gone, your love lives on when moonlight beams
And as long as my heart will beat, sweet lover we'll always meet
Here in my deep purple dreams.
Kitsch is bad art, but what is the essence of kitsch, and why is it bad? Presumably it is sentimentality that makes kitsch kitsch, and it is this sentimentality that makes kitsch aesthetically and perhaps even morally dubious. One self-indulgently 'wallows' in a song like this, giving into its 'cheap' emotions. The emotions are 'false' and 'faked.' The melody and lyrics are formulaic and predictable, 'catchy.' The listener allows himself to be manipulated by the songwriter who is out to 'push the listener's buttons.' The aesthetic experience is not authentic but vicarious. And so on. Adorno would not approve.
There is great art and there is kitsch. I partake of both, enjoy both, and know the difference. What is wrong with a little kitsch in moderation? No, I don't collect Hummel figurines and my stoa is not carpeted with astroturf. What is sentimentality and what is wrong with it? There is a literature on this, but I've read almost none of it. Who has time? No job, no kids, no social entanglements — and still no time.