Poetry Lesson 3 #7

The purpose of connotative language used in advertising copy is different from that of such language used in poetry, because poetry is not trying to sell a service or a product. Instead, poetry uses connotative language to creatively explain and reinforce its theme, and not to manipulate readers with euphemisms. A classic example in car advertisements is the replacement of “used” with “pre-owned.”

Macintosh has recently come out with a new product: MacBook Air, accompanied with the copy: “the world’s thinnest notebook.” The word “air” suggests that the product is light or weightless, and “notebook” implies that it is slim and practical. The tune of the commercial is “New Soul” by Yael Naïm, and includes the lyrics: “I’m a new soul, I came to this strange world hoping I could learn a bit ‘bout how to give and take. I’m a young soul in this very strange world hoping I could learn a bit ‘bout what is true and fake.” The phrase “new soul” personifies the MacBook Air and gives it the aura that it is full of life, autonomous, self-directed, and self-sufficient. “Young” and “new” suggests “fresh” and “innovative.”

The consumer’s impression of the MacBook Air advertisement is manipulated by connotative language, while the reader’s understanding of a poem is supplemented by connotative language.