Message in the Deodorant Bottle: Inventing Time

Critical Inquiry 15 (3):497-509 (1989)
  Copy   BIBTEX

Abstract

I have on my desk an artifact of wonderful contrivance. Though its outer skin is of flimsy cardboard standing over half a foot high, it is squarely based, making it nearly untippable on shelves. It is a deodorant product called ban—a box containing a bottle containing a liquid. But this simple division of the artifact into three components gives no idea of the complex relationships sustained between part and part, or within each part taken separately.Study, first, the bottle. It emerges from the box a tall and shapely miracle of ballast. It emerges from the box a tall and shapely miracle of ballast. Its most prominent feature, the revolving-ball applicator on top, is airy enough not to destabilize the three-and-one-half ounces of liquid in the bottle’s pyramidal base. It looks like one of those skirted Egyptian statues with no waist to speak of—bulbous of headdress or hairstyle above, firm-footed below, pinched in the middle.The box, despite artfully cutout windows, gives little suggestion of the Nefertiti-like interior. On the contrary: the box suggests that the bottle is bulkier than, unclothed, it turns out to be. Still, one could argue that the box is almost suicidally candid. It not only confesses but proclaims how much of the interior is taken up by the applicator . The upper window space on the bottle is intruded on by a semicircle of cardboard—the lower half of a full yellow circle boldly marked off from the green and white product colors that reign everywhere else. Inside the circle, wide letters boast: WIDE BALL. The circle is, in fact, exactly the size of the wide ball as seen in section, giving us what seems an almost geometrical regard for truth in advertising. The circle is repeated, at full size, on both ends of the box; but there it is white, with WIDE BALL printed in green. Why this emphasis on an empty ball, on the fact that one is being sold a great content of air? The ball is shrouded by a huge plastic cover, a screw-on cowl that gives the Egyptian figure its impressive headdress. Garry Wills, adjunct professor of history at Northwestern University, is the author of Reagan’s America . His previous contribution to Critical Inquiry was “Washington’s Citizen Virtue: Greenough and Houdon”

Other Versions

No versions found

Links

PhilArchive

    This entry is not archived by us. If you are the author and have permission from the publisher, we recommend that you archive it. Many publishers automatically grant permission to authors to archive pre-prints. By uploading a copy of your work, you will enable us to better index it, making it easier to find.

    Upload a copy of this work     Papers currently archived: 102,440

External links

Setup an account with your affiliations in order to access resources via your University's proxy server

Through your library

Analytics

Added to PP
2014-01-17

Downloads
32 (#726,380)

6 months
10 (#374,086)

Historical graph of downloads
How can I increase my downloads?

Citations of this work

No citations found.

Add more citations

References found in this work

No references found.

Add more references