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Apex Hides the Hurt: A Novel

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Apex Hides the Hurt: A Novel Cover

 

Synopses & Reviews

Publisher Comments:

From the MacArthur and Whiting Award–winning author of John Henry Days and

The Intuitionist comes a new, brisk, comic tour de force about identity,

history, and the adhesive bandage industry

When the citizens of Winthrop needed a new name for their town, they did what

anyone would do—they hired a consultant.

The protagonist of Apex Hides the Hurt is a nomenclature consultant. If you

want just the right name for your new product, whether it be automobile or

antidepressant, sneaker or spoon, he’s the man to get the job done. Wardrobe

lack pizzazz? Come to the Outfit Outlet. Always the wallflower at social

gatherings? Try Loquacia.

And of course, whenever you take a fall, reach for Apex, because Apex Hides

the Hurt. Apex is his crowning achievement, the multicultural bandage that

has revolutionized the adhesive bandage industry. “Flesh-colored” be

damned—no matter what your skin tone is—Apex will match it, or your money

back.

After leaving his job (following a mysterious misfortune), his expertise is

called upon by the town of Winthrop. Once there, he meets the town council,

who will try to sway his opinion over the coming days.

Lucky Aberdeen, the millionaire software pioneer and hometown-boy-made-good, wants the name changed to something that will reflect the town’s capitalist aspirations, attracting new businesses and revitalizing the community. Who could argue with that?

Albie Winthrop, beloved son of the town’s aristocracy, thinks Winthrop is a perfectly good name, and can’t imagine what the fuss is about.

Regina Goode, the mayor, is a descendent of the black settlers who founded the town, and has her own secret agenda for what the name should be.

Our expert must decide the outcome, with all its implications for the town’s

future. Which name will he choose? Or perhaps he will devise his own? And

what’s with his limp, anyway?

Apex Hides the Hurt brilliantly and wryly satirizes our contemporary culture,

where memory and history are subsumed by the tides of marketing.

Synopsis:

In search of a new name for their town, the Winthrop town council decides to hire a nomenclature consultant best known for his crowning achievement, Apex, a multicultural bandage that has revolutionized the adhesive bandage industry, in a tour de force exploring the mysteries of identity, history, and marketing. Reprint.

Synopsis:

The town of Winthrop has decided it needs a new name. The resident software millionaire wants to call it New Prospera; the mayor wants to return to the original choice of the founding black settlers; and the town’s aristocracy sees no reason to change the name at all. What they need, they realize, is a nomenclature consultant. And, it turns out, the consultant needs them. But in a culture overwhelmed by marketing, the name is everything and our hero’s efforts may result in not just a new name for the town but a new and subtler truth about it as well.

About the Author

is the author of the novels The Intuitionist and

John Henry Days, and a collection of essays, The Colossus of New York.

He lives in Brooklyn.

Product Details

ISBN:
9780307279781
Subtitle:
A Novel
Publisher:
Anchor
Author:
Whitehead, Colson
Author:
Colson Whitehead
Subject:
Fiction-Literary
Subject:
Fiction : Literary
Subject:
City and town life
Subject:
Brand name products
Subject:
Humorous
Subject:
Literary
Subject:
Humorous fiction
Subject:
Literature-A to Z
Subject:
main_subject
Subject:
all_subjects
Publication Date:
20070109
Binding:
ELECTRONIC
Language:
English
Pages:
211

Related Subjects

Arts and Entertainment » Humor » General
Fiction and Poetry » Literature » A to Z

Apex Hides the Hurt: A Novel
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Product details 211 pages Knopf Doubleday Publishing Group - English 9780307279781 Reviews:
"Synopsis" by , In search of a new name for their town, the Winthrop town council decides to hire a nomenclature consultant best known for his crowning achievement, Apex, a multicultural bandage that has revolutionized the adhesive bandage industry, in a tour de force exploring the mysteries of identity, history, and marketing. Reprint.
"Synopsis" by , The town of Winthrop has decided it needs a new name. The resident software millionaire wants to call it New Prospera; the mayor wants to return to the original choice of the founding black settlers; and the town’s aristocracy sees no reason to change the name at all. What they need, they realize, is a nomenclature consultant. And, it turns out, the consultant needs them. But in a culture overwhelmed by marketing, the name is everything and our hero’s efforts may result in not just a new name for the town but a new and subtler truth about it as well.
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