The Bluest Eye Response (#4) -- A Curse or a Crutch

One common theme that arises in Toni Morrison’s The Bluest Eye is the role of society in determining one’s own beliefs.  In the novel, the very first page of the prologue reiterates the story of Dick and Jane repeatedly three times.  Seen today, many look at that piece as one prominent source of gender stereotyping.  In 1970, when Morrison’s book was first published, it may have had a different meaning (but that is for another day).  The key is that this novel introduces stereotypes and forms of judging others right upon the dawn of its first page.  Moments thereafter appear with a similar pattern—cause and effect.  At first, society’s love for the white race puts Claudia, a poor black girl, in a position lacking fortune.  The beloved standard for a little girl has been set and Claudia is not among them.  Cause.  She goes on to receive dolls for Christmas and her birthday.  Instead of treasuring them, she dismantles them tearing their arms in horrid directions and creating a figure found in horror films.  The once cute, white, blue eyed dolls became unsalvageable.  Effect.  Later, Cholly Breedlove falls victim to alcohol and unemployment.  Dating from his misfortunes his family plummets deeper into the hole of poverty they have been entrenched in ever since their migration north.  Cholly put his whole family, especially his daughter Pecola, in a vulnerable position in society.  His sleeping naked and his abuse of his family gives the fangs of society a chance to bite.  Cause.  His son, Sammy, runs away.  His wife, once a hard-nosed, self-respecting woman, turns to becoming a house maid for a source of income; she becomes the servant for a white family, among them a young toddler girl.  Pecola becomes ostracized within school.  She is constantly made fun of and bullied.  Effect.  Soaphead Church marries the love of his life, only to be divorced and heartbroken.  Cause.  He results to child molestation and becomes a sociopath.  Effect.  The point of these scenarios is that society builds a commonality, a stereotype of who you should be.  Claudia, the Breedloves, and Soaphead Church challenge these stereotypes and become separated from society, distanced from the rest of the world.  The human body, its mind and its actions, define how you as a person are viewed by the group.  One commonality among all these examples is that the view, as readers, we display is either sympathy, disgust, or both. We created these perceptions and, in Pecola and Claudia’s cases, the character has no choice but to make do with the situation they adopted upon birth. The opportunity then arises to either abide by society’s beliefs (as Pecola did during a majority of the novel) or ignore them for one’s own sake (as seen through Soaphead Church).  Overall, the novel displays the idea that the body is either a curse or a crutch based off the iron fist of society.  Cause.  The mind, however, is beautiful, because it enables us to be happy despite the scenario we adopted upon birth or misfortune.  Effect.       

Ad Analysis: Tesa and Bush

Though perceptions of George Bush may have and continued to vary since his presidency, one company that took advantage of Bush's "big mouth" was Tesa, a company based in Germany that sold adhesive tape as its major product. This, and many other ads similar, was created by Heads Propaganda. The other ads mentioned followed the same format, only with a different person and quote.  They denounced the Prime Minister of Portugal, the Prime Minister of Italy, and Hugo Chavez.  Heads Propaganda typically works as a publishing company in Brazil. Also, upon looking at the ad one can easily tell Tesa is not fond of George Bush and uses his quotation to justify its view.

One of the most prominent forms of rhetoric used in this advertisement is the use of color and font.  As you can see, George Bush along with any writing is in black and white.  The only color available to the reader is that of the tape: red. Therefore, it quickly attracts the viewer's attention as being the first comprehensible thing seen.  Then one's eyes move either right to see "The world needs tape like this" or left to see the brand name "Tesa". After, one's eyes zoom out to realize the tape is covering George Bush's mouth then finally the quotation seems to appear: "Are you going to ask that question with shades on? For the viewer's there's no sun." followed closely by "George Bush, addressing a blind reporter at a press conference." The font throughout this ad is standard Times New Roman with a small font, unlike the "Unhate" ad we previously encountered in class.  This emphasizes a sense of neutrality which works to take the pressure off President Bush and put emphasis on the name brand.  

Though I believe Tesa's main goal was to promote their product, I do not think an ad of this sort would be very effective too far after Bush's outburst.  I believe the main purpose of this ad was to promote Tesa's tape by riding the wave of anger the public put on George Bush.  Other than promoting its own product, though slightly radical, could be a proponent of red tape.  "Red tape" in government is anything that prevents legislation or progress from occurring.  To this day, a filibustering senator, expansive bureaucracy, a too many standard operating procedures are just three examples of red tape.  This ad may suggest that, with red tape over his mouth, that President Bush is himself red tape for America.  His "big mouth" and quick trigger for the war on terrorism have not boosted his reputation at all.  In fact, many people dread him.