Following this, the consultant promptly returns home, where his foot injury continues to bother him even more than before. This led to the amputation of his toe, his departure from the nomenclature firm, and the beginning of his hermetic lifestyle.Īfter much deliberation, the consultant decides on the name "Struggle", the original idea of the other of the two original founders, Field. Because of the colored bandage, he never discovered how his toe was badly infected, and fainted on the sidewalk after fleeing from an awards party.
After repeatedly stubbing his toe and covering it up with Apex bandages, the consultant accidentally stepped into pig feces during a company team retreat.
Apex hides the hurt free#
Winthrop wants to keep the name Goode wants the town to revert to the name it bore at its founding as a town of free blacks, Freedom while Aberdeen wants to call it "New Prospera".Īs the consultant talks with the residents of the town and investigates its history, the backstory of his injury is gradually revealed.
Apex hides the hurt software#
However, three key citizens disagree what the name should be: Albie Winthrop, descendant of the town's namesake (who'd made his fortune in barbed wire) Regina Goode, the mayor (descendant of one of the town's two founders) and Lucky Aberdeen, a software magnate who's leading the drive to rename the town. He travels to the town of Winthrop after requests from the town council, which has proposed that the town be renamed. The novel begins with the main character being contacted by his former employer, which he had left after losing a toe.
Apex hides the hurt skin#
The protagonist of the book is an unnamed African-American "nomenclature consultant" who has had recent success in branding and selling Apex bandages, which come in multiple colors to better match a broad array of skin tones. The book is set in the fictional town of Winthrop. In a positive review for American magazine Entertainment Weekly, Jennifer Reese called the book "a blurry satire of American commercialism", adding, "it may not mark the apex of Colson Whitehead's career, but it brims with the author's spiky humor and intelligence." The book was included among The New York Times 100 Most Notable Books of the Year for 2006. The novel has received mostly positive reviews from critics, with few negative comments. During his visit, the main character is introduced to several citizens attempting to persuade him in favor of their preferred name for the town. He is asked to visit the town of Winthrop, which is considering changing its name.
The novel follows an unnamed nomenclature consultant who specializes in creating memorable names for new consumer products. Lucky Aberdee, the millionaire software entrepreneur, wants the name changed to something that will reflect the town's capitalist aspirations Albie Winthrop, eccentric son of the town's aristocracy, thinks Winthrop is a perfectly appropriate name and can't imagine what the fuss is all about and Regina Goode, the Mayor, a descendant of the black settlers who founded the town, has her own secret agenda for what the name should be.Apex Hides the Hurt is a 2006 novel by American author Colson Whitehead. A 'nomenclature consultant' - an expert on naming the most disparate things, from antidepressants to cars, and spoons to plasters - is summoned by the city authorities of Winthrop to decide on its new name.
"Apex: Hides the Hurt" is a brilliant contemporary satire on the world of marketing, in which memory, race and history are conveniently subsumed into the cover-up of corporate branding. Lucky Aberdee, the millionaire software entrepreneur, wants the name changed to something that will reflect the town's capitalist.
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