The Dark Side of Branding: Language and the Real in Colson Whitehead’s Apex Hides the Hurt (2006)

Abstract

The protagonist, an unnamed African American nomenclature consultant, has been a victim of his own trade: his stroke of genius, the name and advertising slogan for a band-aid that fits the many skin tones of multicultural America, “Apex Hides the Hurt”, has ironically cost him an infected toe that he merely covered with the adhesive bandage instead of having it treated. When he is asked to arbitrate the rebranding of the town of Winthrop, the ad man faces both an onomastic and an existential challenge.This paper draws on specific aspects of the philosophy of language to discuss the motivation of signs in relation to naming strategies and analyzes the performatives, performances, and diverse conditions of felicity that naming implies. The former is indebted in part to the legacy of Plato’s Cratylus and branding manuals—strange bedfellows; the latter draws from J. L. Austin’s speech act theory, as revisited by Barbara Cassin and Judith Butler. In both conceptions the real comes to dwell in language, either as a determining factor or as a product of a world-shaping activity. Since Apex is a fiction of naming, it provides an imaginary “actual” context for this verbal act. It can also describe the failed encounters between language and the real, the attempts at euphemizing or repressing reality, as well as the shattering irruptions of the real within discourse. As a satire of corporate culture and its bearing on “race”, it also generates an interface with the reality of contemporary American culture.