Yes, interesting things happen at the corner of the arts and technology. And technology can do some truly amazing things. But I can’t listen to Apple’s recent ad without a jolt of ambivalence. Watch the TV ad here; the language is below:
We don’t read and write poetry because it’s cute. We read and write poetry, because we are members of the human race. And the human race is filled with passion. And medicine, law, business, engineering — these are noble pursuits and necessary to sustain life. But poetry, beauty, romance, love — these are what we stay alive for.
To quote from Whitman,
“O me, O life of the questions of these recurring. Of the endless trains of the faithless. Of cities filled with the foolish. What good amid these, O me, O life? Answer: that you are here. That life exists and identity. That the powerful play goes on, and you may contribute a verse.”
“That the powerful play goes on, and you may contribute a verse.”
What will your verse be?
The language is simple and direct. And I’m even tempted to say profound. Not because my beloved Whitman is quoted — that’s part of the ambivalence, like when a believer learns that a religious verse is used to sell toothpaste — but because there’s a very clear distinction between conventional livelihoods like “medicine, law, business, engineering” and poetry. And poetry is awarded primacy, as it is associated with the life-giving powers of imagination, meaning and purpose. Like I said, I can’t watch the ad without a sense of deep ambivalence.