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A small town hires a down-on-his-luck product naming consultant to devise a new identity for the town in this satire from the author of "John Henry Days."
Doubleday, 224 pages
03/21/2006
$22.95
ISBN: 038550795X
Fiction
General Literature & Fiction
All reviews are classified as one of five grades: Outstanding (4 points), Favorable (3), Mixed (2), Unfavorable (1) and Terrible (0). To calculate the Metascore, we divide total points achieved by the total points possible (i.e., 4 x the number of reviews), with the resulting percentage (multiplied by 100) being the Metascore. Learn more...
The average user rating for this book is 9.3 (out of 10) based on 3 User Votes
Note: User votes are NOT included in the Metascore calculation.
Michael K. gave it a9:
I loved all three of the author's previous books and I'm giving this a good rating, however, my only criticism is that at barely 200 pages I feel it's not quite enough for a writer who I think belongs in the first rank of young American novelists, alongside the Jonathan Franzens, Zadie Smiths (I know she's a Londoner), et al. That said, the protagonist is a professional nomenclature consultant or basically what used to be called an adman. But besides subliminal advertising and other marketing concerns, the act of naming also has allegorical implications in the novel involving identity, race, history, etc. For intance, the name of the protagonist's alma mater, "Quincy College" (Harvard?) opens doors for him. There's also a politics of place names at play here, which is often an issue in postcolonial cultures around the world. On the other hand, the name of the fictional mayor, "Regina Goode," conjures up another African American mayor, Wilson Goode of Philadelphia, but for what purpose I can't say. But this a very imaginative, thought-provoking novel.
Dara G gave it a9:
This book is far better than the Metacritic score indicates. Much like Percival Everett does in novels like American Desert or Erasure, Colson Whitehead pens a scathing social critique that incorporates humor and an African-American perspective. A book not to be overlooked.

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