Lawrence Medina

A Few Simple Questions.

Does poetry belong in advertising? Does it work? Is poetry still too much of a highfalutin concept for the masses to appreciate and enjoy?

Yes.

Yes.

No.

By itself, poetry is a wonderful form of expression. Meant to relay either one’s emotional state or even show their opinion on topics of intrigue within society. Poetry is an art form that goes being simply understanding it.

Poetry is careful or reckless. Poetry is simple or complex. Poetry is… well, it can be anything you deem it to be. Since at its core, Poetry is a message.

Where then, does poetry fit into advertising?

 

Measured and snipped into precise
yet careful pieces.
Where lonely eyes—just happen
to fall upon your print.

The product of their dreams—
Services they need…
for those brief
precious seconds…

Eyes meet copy—
Suddenly—
They don’t feel so lonely.

 

Poetry can be used in any respect. The message within it doesn’t even need to be obvious. There are however three important aspects when it comes to a brand writing poetry, should you decide to pick up the pen.

Brand. Message. Care.

Your Brand can be Poetic Too

As we all know, every brand has an image—bundled along with that image is their voice. This voice is the most important part—I would argue—for your brand and to implement poetry. You must understand just what your brand’s voice stands for, this will allow your brand to create poetry that is unique to you—and you alone.

If your brand is unique. Then your poetry will be as well.

There is one “recent” example of poetry in advertising. That would be Coca-Cola’s ad during the Super Bowl. This wonderful ad took what Coca-Cola always stands for Individuality and Unity. There is a Coke for us all, no matter who you are. The beauty of this ad—aside from using the voice we all are quite familiar with—is that the message is bundled in poetry. Every line represented by a new voice. A new face. All individual… that unite around Coke.

It’s subtle and wonderful. If we were to compare this ad to their competitor, Pepsi, for their scandalous ad… They ultimately were striving for the same message, but it was too heavy-handed. They used a tumultuous backdrop to try and push their product into the minds of the people involved in it. This will not garner favor, as we saw, it will only get a bad response.

Huh, well… That seems like a pretty good Segway for the next important aspect:

What are you Trying to Say? What’s the Message?

 

 

While “Message” and “Brand Voice” may seem similar—actually they are nowhere near the same beast. Your voice is ever-lasting or at least that’s what you should aim for. While your Message is the current campaign, that is made stronger by your voice.

Your Message should always be in line with your voice. For example, if you have a sassy brand voice, it would be odd to send out a message riddled with overt compassion and no snide jabs at competitors. If your message is off, then it will only confuse your consumers.

Now, back to the poetics. While poetry does not require a message to be there at all time, it can always benefit your brand voice to have a present and clear message. Just as the subheader says, “What are your trying to say?”

Should you wish to write some poetry for your brand, then think about what you are trying to convey to the reader. That very message should be at the heart of your poetry. Since that message will be what you are championing.

Lastly, the simplest and most difficult aspect:

All That Remains… Care

Don’t simply opt for including poetry into your brand, if you don’t care about crafting it. People will know how genuine a piece is. A writer—nay a Poet’s piece will be dripping with emotion. With the need to be connected, no matter the form or manner it presents itself.

Poetry is an art form, one that goes beyond understanding, because each of us feels it.

Parting Words

Now, I know I said this was the month of Propaganda, so you must be wondering, “How does poetry fit in with Propaganda?”

I must respond in kind, how does it not? Poetry and storytelling (different beast altogether, that I will surely dive into as well) will always hold sway over those that hear it. We are always looking for something that can move us. The subtle measure is often the strongest one. Poetry—if utilized properly, by that I mean with care—then it is a powerful instrument in swaying the masses intrigue.

I would love to share with you my poetry… In fact, I may well do that. Not right now, but down the line, I will post some to this very blog. If you’d care to see any snippet of my poetry, I dabble a bit on Twitter. Tell me what you think.

Until next time—where we’ll delve even further into Propaganda.