I thought most of the responses were good attempts to work with the questions asked. Terry apologetically stated his “ignorance in that I didn’t know that it was a Whitman poem.” There’s no need to apologize, because I would reckon the vast majority of people who saw these ads didn’t know it either (and still don’t). The Levi’s Go Forth web site—which is actually part of an ongoing game that trades on the concepts of the ads/the poetry and even includes “clues” spoken and digitized to make them seem like wax recordings—makes no mention of Whitman whatsoever.
I remember the first time I saw the ads. I keep the television on in my house almost 24 hours a day—if I’m there, it’s on as background noise, and I haven’t been able to sleep without a television on since I was ten years old. Anyway, when one of the ads came on—it wasn’t the one with the actual Whitman voice but instead the one with the Whitman impersonator—I looked up and said to myself “is that Whitman? it can’t be Whitman. who is smart enough to use Whitman in their ads?” And then I went back to what I was doing. A couple days later I heard the actual-Whitman ad and knew it was true. When I took a few minutes to really watch and listen to the ads on YouTube later that day, I thought the entire interactive arts project was the best thing I’d seen in American advertising in a long time—but only if a person was actually paying attention to the entire multimedia array—and I dare say that while advertisers want people to stop and watch their multimedia ads, how many people actually do? I should also note that the print-only/static ads didn’t work nearly as well (or any differently than any other print ad) since the power of the ads was felt by putting all the pieces together.
Deb said that she “truly believe[s] taking the arts where non-traditional audiences exist and potentially new ‘fans’ reside, can only be positive.” I agree with this, but did that happen here? No one knows. In other words, can we quantify how many new Whitman fans are out there because of these ads? Unlikely, not just because that’s impossible to count, but because there’s no explicit connection to Whitman unless you already know (or took the time to look it up). The ads did not, unfortunately, say “and when you’re done buying your jeans, go look up ‘Walt Whitman’ on the internets to learn more.”
What I really want to focus on is the question “Do you buy McCracken’s claim that advertisers now play the cultural roles that poets played in earlier eras?” I want to focus on that because several people misunderstood this question. The question is not “are advertisers poets” or “is advertising poetry”. The question is “do advertisers now play the cultural roles that poets played in earlier eras.”
The poet had a job. The job was (in part) to affect culture. That used to be the case. Poets still want to affect culture, but there is question as to whether they do. Quick: name ten contemporary American poets without looking it up. Can you? Can you say what they write about and what their greater poetic purpose is? In the mid c19, students and the reading population could easily name ten contemporary poets and talk about their work, because poetry was part of the household culture. Not only was it in the newspapers and popular magazines, books like The Household Book of Poetry or gift books like The Token and Atlantic Souvenir were also part of personal libraries. How many books of poetry were in your house growing up? In your friends’ houses?
Heather says “advertisement[s] [are] the great influencer[s] of the future” and I would agree with that. Amy J. agrees with that too, and vehemently feels that’s a bad thing. Perhaps so (and probably so), but as Lauren points out, they have all the power: ” Whether it be a one liner on a billboard or a 15 second commercial, they have the ability to not only use words, but images and music to invoke emotion and ideals into their observers. This in itself is far more than simple poetry could do even 100 years ago.” Yes, advertisers have multiple media outlets, and those media outlets are always on; we are bombarded both consciously and subconsciously with media messages—poetry, not so much. We have our musicians-as-poets, as Tanner points out, and that is absolutely true; he mentions “people like Bob Dylan, Paul Simon, Bruce Springsteen, Kurt Cobain, and Tupac Shakur are the icons of American spirit”—but the Billboard Hot 100 for this week mentions The Black Eyed Peas, Young Money, Lady Antebellum, Ke$sha, Lady Gaga, Train, Ludacris, Rihanna, Trey Songz, and Jason Derulo. Poets? Speakers of the generation? Is this the culture that advertisers are mirroring? Of course—take a look at a lot of ads. Is this what the Levi’s ad is mirroring? Or is it trying to do something new by doing something old?
These are rhetorical questions.
[For more information on the appearance of Whitman in c20 advertising, see "Twentieth-century Mass Media Appearances" by Andrew Jewell and Kenneth M. Price]