You know, I'm just going to start off by saying how BRILLIANT I think it is that Levi's used Walt Whitman's poetry and even his own voice in order to promote their brand name. It is clear that Whitman had a great love for his country, and I feel that love is excellently put to use for America's advertisements. McCracken quotes Whitman:"The proof of a poet is that his country absorbs him as affectionately as he has absorbed it." Levi's has always been associated with America and the working man, it is the oldest, most trusted brand, and the men who shaped our lands and worked our fields wore them. With all things considered, the only person better suited to be a spokesperson for Levi's would be John Muir. . . (That's for you, Julie!).
In Leaves of Grass, Whitman argues, "Come to us on equal terms, Only then can you understand us, We are no better than you, What we enclose you enclose, What we enjoy you may enjoy." Who are we kidding!! It's like Gold points out, "Advertising has taken up what Whitman thought was the poet’s job." And it's true! I really felt like the article celebrated any involvement that the Levi's campaign had with Whitman. Just from my own perspective, why wouldn't you want to include someone who contributed so much to America's literary past? Not only are they helping to promote his standing legend, but they are revisiting the roots that Whitman reminded America about in the first place. You just can't go wrong when you incorporate things that people should already know (but probably don't) into something that they can see in their everyday lives. Too much of our history is lost on the younger generations as it is.
Poets were the voice of the past. Is it sad and disappointing that advertisement is the great influencer of the future? Of the present? I kind of think so.
"Not only are they helping to promote his standing legend, but they are revisiting the roots that Whitman reminded America about in the first place. You just can't go wrong when you incorporate things that people should already know (but probably don't) into something that they can see in their everyday lives. Too much of our history is lost on the younger generations as it is."
ReplyDeleteI would disagree and say you can go wrong and that if you are using a work for the purpose of advertising something material you are distorting its original message. The "younger generation"or maybe just the otherwise ignorant, are no better off unless by being exposed to a work they weren't previously they are motivated to go have a real look for themselves.
An example of this are those famous Frost lines recited at high school graduations throughout the country: "Two roads diverged in a wood,and I--/I took the one less traveled by,/And that has made all the difference." To this day I bet a majority of the unread public believes that poem is inspirationanal (the fact was all but confirmed to me not that long ago in a literature class). That's fine, I guess, if it inspires people, but the lines are taken out of context and loses its meaning. Completely.
While levi's endeavored to retain the same general theme as the Whitman's original poem in "Pioneers...", they are still selling jeans and, though the figures in the ad are running, the only thing indicating any actual progressive purpose (other than having fun) that I could see would be the girl pointing next to the statue (in the direction of the future, possibly west?). Otherwise it's just a bunch of models running around in new clothes. It gives exposure, I'll grant you that.
I agree the ad is cool and I'm glad your aware that levis are an american icon associated with the "made in America." However, you must be a busy this weekend cause I thought Julie said to answer the 4 questions at the bottom of the page. Who Smith, that's the longest post comment I ever saw, my hats off to them.
ReplyDeleteI wouldn't have thought about the younger generation not knowing about losing the history aspect of it and you could be right, good job
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