THE FRANCHISER

Let's face it—Stanley Elkin writes variations of the same book which are essentially percussive hyperhypes like The Dick Gibson Show which is turned on briefly here. This is another spiel on the face of America as we travel with franchiser Ben Flesh in his Cadillac and envision "Real estate's chemotherapy" or "The Tokyoization of the United States" from one Ramada Inn to the next Radio Shack, Burger King or Dairy Queen. Since this is what "a man of franchise, a true democrat who would make Bar Harbor, Maine look like Chicago" is achieving—"common-denominated until Americans recognize that it was America everywhere." Via a godfather, our franchiser is given the prime interest rate on all of the deceased's assets which gets to be a lot of moolah and still more as Ben spends his life touring and acquiring a piece of all the action he surveys. He only seems to have one problem—his physical condition diagnosed as M.S. (multiple sclerosis, not Mister Softee, although he owns them too)—but he travels on, in and out of remission. Elkin is a writer of unquestionable verve, energy and razorbacked humor if he doesn't overwhelm you en route. The message, after all, is one that we all know and flinch at—America the Beautiful, Martinized, Simonized, Transistorized, Grand Unionized, and franchised to the lowest taste buds—those that you can euphemistically improve with Champagne Ripple at your nearest Baskin-Robbins.