Consubstantiation

As seen with the women discussing flatulence in “Issue #6: Confessions," consubstantiation regarding flatulence is often accomplished through one individual admitting to another, albeit as privately as possible, that they struggle with gas. Doing so acknowledges the previously undiscussed truth that flatulence happens, but that there are ways to prevent it or kairotically control it; there are ways to avoid situations for inventing kairos.

The same is not exactly true with the commercials aimed more directly at men and featuring men’s relationship to flatulence. In the first commercial, the judge of a bean-baking competition informs the viewer of Beano’s wondrous ability to prevent gas before it starts. He is open about the issue. While he never directly acknowledges the fact that he struggles with gas, just before sitting down to sample numerous bowls of beans (a common metonymy for flatulence), his struggle is inferred. Furthermore, he directly shares with his audience that having Beano’s flatulence-preventing powers on his side is “great news.”

As a baked-bean competition judge, he has authority and credibility to speak on food and flatulence. Unlike in the commercials featuring women (except for Beano’s spokesperson in “Heroine and a Prof.”), we get a “true” expert. He is a man or hyper-flatulator who knows his gas and gas causing foods, in other words. Though certainly inventing kairos may be something he is concerned about since he uses Beano, a viewer understands the strong ethos of a food judge and identifies him as an expert on flatuental matters who isn't as guarded about gaseous situations whre decorum might be breached (i.e. he might have gas in the "wrong" situation). Though both men and women are concerned with a “gasous” kairos, men don’t have to be as secret about the issue. Situated kairos in relation to flatulence seems to be more normalized for men.

The second commercial operates quite differently from the first commercial, though both reflect how gas is differentially constructed and normalized across genders. Like the first commercial, a situational kairos is presented: a dinner among monks who have taken a vow of silence. This is an inappropriate situation to pass gas. Foods that are metonyms with or associated with gas are presented at the table and the narrator poses the question: “How do these monks eat all these gassy foods and still maintain their vow of silence?” The difference between this commercial and the commercials featuring women comes in the commercial's humor. In other words, a commercial featuring men and flatulence can be humorous. Beano’s monks commercial uses a rather unusual and unexpected situation to surprise viewers and show how gas occurs anywhere to anyone. And they play with the idea of what a “vow of silence” really means. Does flatulence count as a “voice”? It is, therefore, telling that gas and men can be associated with humor. For men, gas can be “funny.” In more words, this commercial doesn’t feature nuns who have taken a vow of silence. Again, inventing kairos is not as important for men. Gas gets to be funny when they do it.

In both commercials, flatulence is privatized. It is something recommended be hidden. Even among men, in a formal or reverent setting it is taboo to pass gas. However, the commercials also differentiate what gas means across genders. Men might be said to consubstantiate with being open about flatulence and the humor of flatulence.

Lesson

Invented kairos is not as much of an issue for men. Though situational kairos for flatulence is still restricted, men seem to have a wider range to deviate from the "norm" of passing gas. Additionlly, men and flatulence can be read as funny.

Substantiation

Both commercials communicate Beano as substantial because bodily changes are sought by the monks and the judge through Beano. The monks and the judge use Beano to prevent gas that would presumably otherwise be uncontrollable.

We’ve discussed already that gas is seen as uncivilized and, as seen in Beano advertisements in the “Confessions” section, passing gas is a social norm that men may flout. By seeking to change their bodies to prevent gas, these men are also attempting to civilize themselves and make themselves presentable to the outside world—another sacrificial act that goes against the “natural” inclination of men. In these cases, the product Beano is substantial because situational kairos exists where men must change the nature of their bodies to remain within the bounds of decorum.

Lesson

Beano and certain foods shown in the commercials are presented as substantial. They act as signs that will allow men to perform acceptable behavior where situational kairos is not ideal for flatulence.