Hughes had written an essay in the 1940s
called “The Need for Heroes,” in which he argued that children needed to see positive representations of black figures from the past and present. “And so it’s easy to understand how, in light of that that commitment, he felt the value of having a book available in schools on famous black music makers would outweigh the injustice of excluding controversial figures,” says Chinitz. “He knew what the score was. Even if he persuaded his publisher to accept a chapter on Robeson, the book would be attacked by anti- Communists and banned from many schools. So he compromised and wrote without it.” Chinitz believes that Hughes’s mixed feelings
about political and artistic compromise are also revealed in his writings on educator, author, and race leader Booker T. Washington, whom Chinitz calls “the great compromising figure of African American history .” “Hughes has no consistent position on Wash-
ington,” says Chinitz. “Sometimes he lionizes him as a hero, and sometimes he brushes him aside for his compromises.” In the archive at Yale, Chinitz found two
Hughes poems, both about Washington. “One poem is his fiercest attack on Washington,” says Chinitz. “The other is his most sympathetic treat- ment. You can see in the second poem, in which the speaker identifies with Washington, that Hughes was conscious of his own compromises.” Hughes had stapled the two poems together. He never published either one.
DAVID CHINITZ ALSO STUDIES THE WORK OF T.S. ELIOT AND IS WORKING ON A VOLUME OF ELIOT’S PROSE.
VOLKSWAGEN VIA
YOUTUBE.COM QUINLAN SCHOOL OF BUSINESS The man in the mirror?
avoid ads that depict them in an unrealistic light. Zayer, a professor of
M
marketing, co-authored the research with her colleague, Cele Otnes, at the University of Illinois. What Zayer and Otnes found was that some men are offended by the hypermascu- line stereotypes portrayed in certain ads and that the ads can leave them feeling inad- equate or vulnerable. So much so, Zayer says, that they might turn the page or ignore the ad
ost men don’t behave the way they’re portrayed in advertisements (for which we may all be grate- ful). In fact, according to Linda Tuncay Zayer of the Quinlan School of Business, some men will actually
altogether. Zayer and Otnes inter-
viewed men born between 1965 and 1981 to find out what they thought about print ads pulled from magazines like Sports Illustrated, Maxim, and Playboy. Many of the men said the ads were so unrealistic that they simply ignored the message. “Advertisers really need
to find positive messages of
masculinity that resonate with the consumers,” Zayer says. She recalls the Volkswagen commercial from 2011 in which a young boy, dressed as Darth Vader, tries to use “the Force” to start his dad’s car. When the car does fire up, the camera pulls away to show the father inside the house, holding the car’s remote control.
That, Zayer says, is a great
example of an advertiser mov- ing beyond stereotypes.
“Men are multi-faceted and
fulfill lots of different roles,” she says. “So let’s see them in lots of different roles.”
Marketing profes- sor Linda Tuncay Zayer cites a 2011 Volkswagen ad as an example of ad- vertising that moves beyond hypermas- culine stereotypes.
Loyola welcomes two endowed chairs Gathii Gorn
PROFESSOR JAMES GATHII holds the Wing-Tat Lee Chair in International Law. His research interests include public and economic international law, and third-world governance and legal reform issues. PROFESSOR ELLIOTT GORN holds the Joseph A. Gagliano Chair in American Urban History. His research interests include 19th- and 20th-century popular culture, sports, and labor issues.
WINTER 2012 25
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