The Rhetoric of Sentimental Greeting Card Verse

Abstract

I suspect that many people who buy sentimental greeting card verse have the same preconceived ideas about such verse that I had before I began a serious study of it a few years ago. To my mind, greeting card verse was a trite and trivial form of poetry, filled with flowery language, poetic diction, and figures of speech, appealing to emotions in excess of the occasion-artificial, affected, and insincere. To my surprise, however, I discovered that greeting card verse, although often written in meter and rhyme, is not poetry, nor is it intended to be, but a rhetorical composition, a message transmitted from one person to another. Although its rhymes and meters are frequently trite (this may account for its wholesale condemnation), the sentiments it expresses, although commonplace, are seldom trivial. It uses few figures of speech, little or no poetic diction, and almost no flowery language. Nor are its emotions in excess of the occasion. The sentiments and emotions it expresses are no different than those that you and I might express at a wedding, a graduation, an anniversary, or a birthday, or at Christmas, New Year's, or Easter-good luck, congratulations, I love you, I'm thinking of you, have a joyous holiday, and so forth. Finally, greeting card verse is neither artificial, affected, nor insincere, but straightforward, genuine, and sincere. In fact, it exemplifies beautifully an important kind of ceremonial discourse, and I can think of no better way of introducing writers to the ancient art of epideictic discourse than through a careful analysis and understanding of the rhetorical strategies used by writers of greeting card verse. Paradoxically, greeting card verse is both universal and particular. The message of greeting card verse must be general enough to fit representative rhetorical situations (Quinn 22), yet particular enough to fit immediate occasions. Like proverbs, maxims, quotations, and anecdotes, when they are decontextualized and put into collections, greeting card verse is decontextualized when it is put on racks of cards in card shops, drug stores, and supermarkets. Under appropnate circumstances, however, the person who buys greeting card verse recontextualizes it, appropriates it to his or her own intention, and sends it to someone else as a personal message. As a result, there is a dialogic relationship set up between the writer's intention and the sender's intention, between the writer's words and the sender's words. But as Mikhail Bakhtin has pointed out, do not all of the