Una obvietat: el llenguatge poètic és present més enllà de la poesia escrita. El gaudim cada dia en la lletra de les cançons, però també de forma auxiliar en el llenguatge cinematogràfic, i publicitari.
La raó per la qual el llenguatge poètic és un recurs fiable per la publicitat és la seva eficacia per comunicar més enllà de la lògica de la argumentació. És una manera directa de suscitar emocions, de projectar imatges.
Reprodueixo aquí un vídeo de suport a la campanya de Barak Obama que m’ha sobtat. En primer lloc per què crec que està molt ben fet. Però principalment per què crec que és un exemple de com l'adopció de formes poètiques pot fer més eficaç la comunicació d'una idea, en aquest cas la idea de canvi i esperança.
Fixeu-vos en el discurs. Tot i que no es pot considerar una poesia (estic segur d'això? mmmhhh... em sembla que no) utilitza de forma molt astuta recursos eficaços en poesia com ara la reiteració del lema “Yes we can” (de la mateixa manera que M. Luther King repetia “I have a Dream”), o la pròpia estructura rítmica que permet fer una lectura en forma de cançó.
Felicitats als assessors que li van escriure el discurs...
...I que Déu ens agafi confessats.
It was a creed written into the founding documents
that declared the destiny of a nation.
Yes we can.
It was whispered by slaves and abolitionists
as they blazed a trail toward freedom.
Yes we can.
It was sung by immigrants
as they struck out from distant shores
and pioneers who pushed westward
against an unforgiving wilderness.
Yes we can.
It was the call of workers who organized;
women who reached for the ballots;
a President who chose the moon as our new frontier;
and a King who took us to the mountaintop
and pointed the way to the Promised Land.
Yes we can to justice and equality.
Yes we can to opportunity and prosperity.
Yes we can to opportunity and prosperity.
Yes we can heal this nation.
Yes we can repair this world.
Yes we can.
We know the battle ahead will be long,
but always remember that
no matter what obstacles stand in our way,
nothing can stand in the way
of the power of millions of voices calling for change.
We have been told we cannot do this by a chorus of cynics...
they will only grow louder and more dissonant ...
We've been asked to pause for a reality check.
We've been warned against offering
the people of this nation false hope.
But in the unlikely story that is America,
there has never been anything false about hope.
Now the hopes of the little girl
who goes to a crumbling school in Dillon
are the same as the dreams
of the boy who learns on the streets of LA;
we will remember that there is something happening in America;
that we are not as divided as our politics suggests;
that we are one people; we are one nation;
and together, we will begin
the next great chapter in the American story
with three words that will ring from coast to coast;
from sea to shining sea.
Yes, We Can.
