"The Help", marketing and Racial Relations

How many of you have read "The Help" by Kathryn Stockett? Chances are, a lot of the reading ladies have, men -maybe not so many. Published originally in 2009, it became an instant hit, which undoubtedly was a sweet feeling for the writer Ms. Stockett, who managed to receive countless rejections before the greenlight for publishing. That tells you that those literary watchdogs at publishing houses do not know everything: "The Help" remained on the NY Times bestseller list over 100 weeks. 100 weeks, people. So all you writer-wannabes, do not get discouraged. Ever.

The story of the "The Help" is situated in the deep south, Mississippi of the 1960s. Point of view is switched between the black nannies working for the well-to- do white families and a recent white college graduate, who begins to question the often silly practices resulting from the race relations. The womens´ lives intertwine regardless of racial differences, friendships evolve and bittersweet destinies are told. This is not Kafka, by no means, but it is touching and... interesting. There are many good writers in the world, but to be interesting and catch people´s attention -that is a whole other ballgame. And Stockett clearly knows how to swing the bat.

So I do recommend the book. If anything, it makes a good companion on those cold fall evenings alone at home, just before the bedtime.( And again men, I do realize if this topic does not quite hit the home planet)
So what happens to a bestseller book in this world of ours? It gets made into a movie, of course.
So far, the film "The Help" has grossed 30 $ million dollars in the US, and it opened just last week. For a small, women-based movie, it is a lot. It is tougher to get women to the movies, you see. The expectations for the worldwide-profits are huge, of course.  We´ll just have to see how the rest of the world reacts.
The film has an impressive cast: Bryce Dallas Howard, Viola Davis, Octavia Spencer and Alllison Janney. And it stars Emma Stone, whom I find genius in her own craft.

Like in all marketing, different versions are produced for different markets. Naturally. So there exists the international trailer and the US trailer. Watch below.
The US-trailer:




And the International trailer-version:




Notice the slight differences? Just to clarify, here are the book covers.

The US book:

And the UK-version:

Interesting, don´t you think? For one reason or another, I do find the International trainer to be more fitting for the book, warm and slightly more realistic. Whereas the US-trailer is pure smiles, laughter, soppy comedy and borderline lame slapstick pie.The real issue of the original book, racial tensions between the women, is more obscure and hidden within the US -film trailer. But then again, when looking at the book covers, there seems to be a general theme here with the marketing line. Race is still a sore issue in America, let us not forget that. King´s dream might still be, albeit slightly, out of reach. And for extra discussion concerning the book, which has divided opinions left and right, go here.

"The Help", marketing and Racial Relations

Air Travel 2000: Packed like flesh in a can

Seriously, does anyone like traveling by air these days? Flying was once classified as pure deluxe, with free meals, all-inclusive plane tickets and actual customer service with a smile. Long lines to the airport security screening to prove one´s innocence (Look! I´m not wearing shoes and I´m humiliated in many ways in front of strangers! Cannot be a terrorist!) were unheard of. And you could easily throw that perfume, vodka, absinthe and glide lotion into your hand baggage and walk through the gates without being harassed like a petty criminal. Not that I´m speaking of any of my past traveling escapades. This is just late night theorizing. Honestly.

So the fast-growing pyramid of extra fees just got higher last week. The "low-cost" American airline Spirit introduced fees for hand baggage. So now you cannot even go and try to cram all your life into that tiny carry-all without being sucked dry as a hard-working consumer. Let´s not get mistaken, people: there is absolutely nothing remotely relaxing or "deluxe" in being an air passenger these days. Well, maybe for first class customers (or for those lucky ones with their own private jets).

In an effort to save cash, I fell for those "always cheap" airline companies recently (The name starts with an "R". Need further hints?). There is something seriously wrong with pricing when most of the end total comes from added fees. And if that wasn´t enough, they made me pay extra baggage fee (40 eur) for the bottle of liquor I purchased at the airport. When did duty-free purchases become extra baggage?I was agitated, to say the least. After that, they inquired whether I am truly old enough to sit by the emergency exit. The minimum age is 18. I suppose anger suits me, if I am not mistaken?

Well, to cut the almost unnecessary personal ranting short, I will get to the point at hand. At last!
Have you thought of the layout of the planes and what it resembles? How tightly packed "the Pax" is? (Yes, that air pro talk for us mortals)How you cannot move, turn yourself or otherwise be comfortable? That´s because the economical design is not new. It has been borrowed from a much, much older form of travel.

Introducing slave ships, circa 1791.

And let´s have a look at the modern airplane interior seating design.

Still not sure of this? Why don´t we have a few more pictures!

And fast-forward back to the future :

Don´t get me wrong. I have absolutely nothing against anybody, I believe in peace and understanding. Slavery was, and still is, fundamentally wrong. But don´t you think it´s funny that we are paying for the privilege of being pushed together like flesh cargo on a trip to somewhere? Please, be free to share you horror tales of being a modern air slave!

Air Travel 2000: Packed like flesh in a can

Look! She really does not care!

It is amazing the stuff they can sell with women´s bodies. Even now. Here´s an ad from "The Saturday Evening Post" from the golden fifties. This was the age of rising consumerism, belief on a never ending supply of energy, resources and constant economic growth. Women were curvier, blonder and well, "domesticated". At least according to the image this commercial portrays. She seems to be having an orgasm from the simple pleasure of having her breasts being watered by a random strange man. (Seriously, how can that happen? Do you know how cold that hosed down water usually is?) Hmm, I have a feeling this whole picture could be just a metaphor for something quite else going on between a man and a woman. I might be wrong. But the illustrator must have/had some imagination going on in that head of his.


Her hair, makeup and the entire outfit look high maintenance. Yet she does not mind it all being ruined by a splash of water. Because she doesn´t care! Everyone wants to win the Miss wet t-shirt contest, orchestrated by a man in a lab coat -all in the name of science. The things we just have to do, or what, ladies?

And this ad was brought to you by the Continental Oil Company, defunct company since 2002.

Look! She really does not care!