Autor: Maria Soldatova | Strony: 64-81
Literature in general and poetry in particular play a key role in the preservation and transmission of the cultural code. In turn, the cultural code can act to unify a nation. This potential is sometimes used by commercial organisations in socially oriented advertising.
A very interesting example of such advertising is the Gwanghwamun Poetry Placard, which originated in 1991 and is located on the Kyobo Life Building in Seoul, Republic of Korea (RK). At the beginning of each season, new poetic lines appear on the placard. These poetic lines are selected by a special committee as the most consistent with the spirit of the time and to meet the socio-psychological needs of the South Korean people. Using a comparative approach, the author analyses poetic stanzas from the Gwanghwamun Placard, which are remarkable in terms of their implicit content and design, to reveal the “isotopic lines” of the project and contribute to a better understanding of the cultural code of the society toward which the project is oriented.