“You always look so cool… You resemble the advertisement of a man.”
I am currently majoring in Advertising, studying many subjects and skills related to product marketing. Because of this interest, this quote stood out to me due to my knowledge of advertising and because it confirmed something I had also thought of: comparing Gatsby’s facade to an advertisement.
Gatsby carefully crafted an image of himself as if he were a product to be admired by Daisy and accepted by high society. However, in doing so, he left his inner self hollow, superficial, and defined by an artificial persona rather than a genuine character. Daisy complimented Gatsby on this, calling him “cool.” A key purpose of advertising is to convince a customer that a product is “cool,” promising a desirable lifestyle rather than actual function—much like Gatsby.
His unknown inner self and mysterious past create an enigma that draws in Daisy and many other characters. Nick similarly picks up on this, stating at one point that listening to Gatsby was like “skimming hastily through a dozen magazines,” exemplifying the glamour and showiness of his carefully curated lifestyle while lacking substance or an anchor to reality. Magazines are often known for capturing the most glamorous celebrity moments—epitomizing the facade put on by the rich and famous to remain untouchable yet relatable enough to garner attention and desire.
Unbeknownst to Daisy, this comparison perfectly encapsulates the effect that a wealth- and consumerism-driven society has on romance and appearances throughout the novel. Gatsby does everything in a calculated manner. He tries to construct an image that is accepted by and consistent with the society Daisy belongs to and that he so desperately wants to join. Consequently, his pursuit of a life and personality that are not truly his leaves him a phony, alone, and ultimately a victim of society’s expectations and Daisy’s lifestyle. Fitzgerald uses this critique of Gatsby’s character and actions to highlight his overall disdain for excessive superficiality and the emphasis on wealth within the American Dream, exposing the erosion that lies beneath the shiny advertisement Gatsby represents.
Biblography
Fitzgerald, F. Scott. The Great Gatsby. The Project Gutenberg eBook of The Great Gatsby, by F. Scott Fitzgerald. eBook #64317. Project Gutenberg, January 17, 2021. Online. https://www.gutenberg.org/files/64317/64317-h/64317-h.htm