Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
Download
Standard view
Full view
of .
Look up keyword
Like this
2Activity
0 of .
Results for:
No results containing your search query
P. 1
Finding the connection between Poetry & Branding

Finding the connection between Poetry & Branding

Ratings: (0)|Views: 143 |Likes:
Published by antpant
Master's thesis connecting Poetry & Branding. Contents of this file are owned by the author. Please seek permission before reprinting or reproducing.
Master's thesis connecting Poetry & Branding. Contents of this file are owned by the author. Please seek permission before reprinting or reproducing.

More info:

Published by: antpant on Feb 03, 2011
Copyright:Traditional Copyright: All rights reserved

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as PDF or read online from Scribd
See more
See less

06/03/2014

 
Finding the Connection Between Poetry and Branding 1Running head: CONNECTING POETRY AND BRANDINGFinding the Connection Between Poetry and BrandingAnant SancheteeAnnenberg School for Communication and JournalismUniversity of Southern Californiaanant.sanchetee@usc.eduPaper submitted as partial fulfillment of requirements for CMGT 597: Communication Research PracticumSpring 2010
 
Finding the Connection Between Poetry and Branding 2AbstractThis study examines possible connections between poetry and branding. The hypothesis focuseson the parallels that exist between poetry and branding in terms of their historical evolution as artforms and in language, and their influence on individuals and on society. Both poetry and branding experts were interviewed for questions that ranged from general thoughts about poetryand branding to how each of the participants viewed the connection between the two. While poetry experts had difficulty relating the two topics because of the commercial nature of  branding, branding experts viewed poetry as a strong influence because of its artistic andlinguistic value. Poetry and branding are possibly connected because of their strong artisticdisposition. Although their influence on individuals and the society varies, one cannot disregardthe fact that poetry and branding are a reflection of what surrounds us.
 
Finding the Connection Between Poetry and Branding 3Finding the Connection Between Poetry and BrandingSome argue that poetry traces back to approximately 675 BC when it was used to aidlearning and teaching concepts in law, history and philosophy that were difficult to understand(Ahl, 1996). Some also think that poetry might have existed even before writing became a practice (Goody, 1987). Branding, as a concept, dates back to around 1300 BC (Daye, 2007)when “potter’s marks were used on pottery and porcelain in China, Greece, Rome and India”(Daye, para. 1). Branding was also used on cattle around 2000 BC to develop a mark for identification purposes (Daye). In their own ways, both branding and poetry have seen drasticchanges in the way they have been communicated over time (Ahl).Poetry has come a long way from when Aristotle made his readers understand poetrywith multiple genres like harmony, language and rhythm in 335 BC (Heath, 1997). It is morerecently, viewed more as something that “does not begin with understanding, but with attraction--like love or hunger for food” (Pinsky, 1995, para. 19). The way we read, write and feel poetryhas changed (Pinsky). Similarly, branding has also evolved from being just a representation of a
“potter’s mark”
or religious symbol that helped individuals build their identities and develop asense of purpose and belonging (Olins, 1990). Therefore, branding has shifted from beingassociated just with a specific tradition or ritual to becoming a force that influences behavior andattitudes of those who interact with it.Poetry and branding are also similar in a way that they are very intangible in nature andseek to transcend boundaries because both seek to simplify and help in understanding conceptsthat would have otherwise been extremely difficult (Olins; Alomari, 2008). Works of ancientscholars like Aristotle, Ved Vyas, and Shu-Sin have been translated into many differentlanguages (Cheng, 2009) signifying the all-encompassing nature of poetry. In more recent times,

Activity (2)

You've already reviewed this. Edit your review.
1 thousand reads
1 hundred reads

You're Reading a Free Preview

Download
scribd
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->