Flowers for the Women Wearing Veils - Volume I — Page 112
! ! 112 [ quatrain], etc. With t his knowledge , one can tell whether a poem has the correct rhythm. O nce rhythm is understood, one can learn to write poetry. 14. Advertising: The fourteenth field of study encompassed within language is advertising. There are several types and branches of this study within this field. In Europe and America, ther e are academic institutions which teach the purpose, execution , and methods of marketing. Here [in our country] , people advertise and expect purchase orders the same day, but in E urope and America, a large amount of money is spent on advertising. So much so, that at times, more money is spent on marketing than in reinvestment in the business itself. This fo rm of knowledge discusses the labelling of and placement of images in an adverti sement. Thus , marketing is a special field and experts charge huge fees for generating advertisements. 15. Music: The fifteenth category is music. This teaches the art of singing, by raising or lowering the sound of one’s voice and harmoniz ing it with musical instruments. By imbuing happiness, sorrow and grief, courage , and resolve in one’s song. Music can arouse emotions. A good singer can persuade a miser to give up all his money or induce one to cowardice or inspire bravery. This is a special and delicate form of art , which can arouse emotions solely by raising or lowering the pitch of one’s voice. Due to some shortcomings , Islam does not allow it. 16. Drama: The sixt eenth science is that of Drama. D rama is enacting [the scripts written for actors]. The actor will perform the role as indicated in the script, whether it be a king , a minister , or a doctor. W hen enacted , the play l eaves an imp ression. Th ere are several aspects to this. Watching a play is more interesting compared to reading a book, in which some parts may seem dull. The dramaturg is cognizant of the fact that the dramas enacted on stage should be captivating and inspired; and that there should be no cause for an insipid or weak [performance]. I have not given lengthy descriptions of these sciences, as they require a long er amount of time. I have only brief ly introduc ed each science as it came to mind.