
By the way. Look at those absolutely gorgeous letters in the headline. They look as if they’re made of chrome.
The other week Roddy Lumsden posed a question on the poets’ forum I sometimes frequent. He asked: “would you write a poem for a baked bean TV advert for £1500?”
Needless to say, most of the comments ran along the lines of “I’d write a poem for a tin of baked beans.” The first one, which did make me smile (it wasn’t me, by the way) (thanks Rik), went: “C’mon. I wrote a double dactyl and entered it into a competition to win a free colonoscopy. Didn’t win.”
The chat turned a little more serious, revolving around the problems of writing to commission, what is The Muse, and what’s a fair price. In the end it was a slightly non-topic, I thought, because basically we do sell our facility with words in other ways anyway, to pay the bills. Ad men. Teachers. Copywriters. Ghostwriters. Journalists. Crossword-puzzle writers. Quiz-masters. Lion tamers. You know…
But I did think of this today when I saw a rather charming op-ed piece from the New York Times. Pegged on the current rapid demise of the US car industry, it tells the story of the time, in 1955, when Ford Motors enlisted the help of Marianne Moore to try and find a name for the new line of “rather important” cars they were developing.
Throughout the fall and winter of 1955, Moore’s steady stream of suggestions arrived at Ford: “the Ford Silver Sword,” “Intelligent Bullet,” “the Ford Fabergé,” “Mongoose Civique,” “Anticipator,” “Pastelogram,” “Astranaut” and, the highest flight of fancy, “Utopian Turtletop.”
Moore apparently had no qualms about enlisting her muse in the service of the automotive industry. She was also willing to embrace the risks of the marketplace, agreeing to be paid only if she came up with a winning name. As Moore’s biographer Charles Molesworth points out, she “had always enjoyed the language of advertisement, delighting in its inventiveness and ebullience, and even relating it to the poetics of praise.”
I don’t know about you but I find that last quote very telling and wonderful: the poetics of praise… the ebullience of advertising copy. There is SO much to unpack in that sentence, especially when you think of Miss Moore’s exquisite little Fabergé ostrich-eggs of poems.
Some thoughts:
A blog post about how Twitter, with its 140-character limit, can help copywriters hone their headline skills.
The way advertising copy has in fact over the past fifty years become looser, more elliptical, more allusive.
The suggestion of the African praise poem tradition getting mixed up in this.
Enthusiastic description. Values and merits and various applications of.
The possibility of seeing cars – or anything else – a exotic animals?
The way even in her longer, or longer-lined, poems there’s hardly a quotable line or two, because everything is so tightly woven that the whole thing stands together. In other words, even a two-page Moore poem is as integrated as advertising copy.
The absolute enmeshment, even for a poet as meticulous as the divine Miss M, of poetry in the daily world of commerce.
Even the beauty of the commerce itself, the to-ing and fro-ing and lack of pretentiousness about doing.
Also the complete unusability of most of her phrases! The Utopian Turtletop, indeed. You have to love it. Picture the 1955 consumers, riding in their convertibles, chasing tigers around in red weather…
Lorine Neidecker’s famous poem, Poet’s Work:
Grandfather
….advised me:
……..Learn a trade
I learned
….to sit at desk
……..and condense
No layoff
….from this
……..condensery
And – because I can – because I have the late Duc de Baroque’s Complete Moore here, although I had to scrap the remaining scraps of its beautiful and familiar seventies dust jacket:
To a Snail
If “compression is the first grace of style,”
you have it…
The epigraph to Moore’s Collected Poems: “Omissions are not accidents.” MM
The sudden lightning-flash notion that I could somehow make a Marianne Moore Car Name Generator. Yes! It’s what the world needs!
Any ideas, just send them to me in a Pastelogram.
And no. I don’t know what “Edsel” means either.