Can Advertisements Be Poetry?

What makes a particular poem, a poem? Critics have struggled with this question for centuries, and far be it from me to attempt an answer. However, it can be eye-opening to take writing that's considered commonplace and look at it as if it were poetry.

Perhaps the most ubiquitous wordsmithing in the modern world is ad copy. We're bombarded with ads each and every day, without giving them a second thought. But what if we stopped and considered these ads as if they were pieces of art, as if they were poems?

A good starting point is one of the most iconic pieces of advertising in American history: BurmaShave road signs.

Now rhyming's not a prerequisite for poetry, and certainly a rhyme does not a poem make. But these signs were catchy, memorable, and had a sing-song quality that captured the hearts of a generation. And the technique of spacing the signs isn't unlike a line break in a poem, forcing a sort of rhythm.

And how about Calvin Klein? His infamous nonsensical ads have been some of the most talked about television commercials ever made. It's without doubt that he takes an artistic approach in crafting the TV spots. Here's one with Kate Moss:



With hardly any words and quick visual flashes, this ad sells its product while allowing the mind to interpret it in a number of different ways. Creating a multitude of interpretations is something that a lot of poetry does, but does that quality alone make the ad poetic?

In another spot, Klein even uses the words of F. Scott Fitzgerald to sell his fragrance:



Does the use of poetic prose elevate this commercial to something more than just an ad?

Lastly, one of the most frequent advertising techniques is the use of the jingle. Freecreditreport.com has used them to memorable effect in its series of television spots:



No doubt these jingles are infectious, but are they poetic? Most people find them pretty annoying, but many dislike poems as well for any number of reasons. Writing memorable jingles requires a great deal of skill, but does a jingle writer have the same kind of talent that makes a good poet?

These are all questions that I think are worth asking. In a postmodern world, everything and nothing can be considered poetry. Where do you draw the line? Are these ads also poems? Are they drivel made to pander to consumers? Somewhere in between? As lovers of poetry, it's important for us to ask these questions in order to uncover the poetic in the most unlikely creative work.