Title: Advertising Gatsby: Commercialism, Capitalist Facades, and the Illusion of the American Dream

This idea is based upon a synthesis of my first essay, a blog post, and a cultural exploration—and the research shall explore the intersection between advertising, identity, and the American dream as represented most notably by Jay Gatsby in Fitzgerald’s novel. Gatsby is not merely a character—but a self-fashioned product, commercialized to the public through displays such as lavish parties, flashy clothes, and the illusion of wealth. As an advertising student, I enjoyed viewing the connection between Gatsby and how his falsified identity mirrors marketing tactics. He does this by building a brand image for himself, selling dreams and fantasies, and sustaining a facade of genuine generational wealth. The 1920s also represents a fascinating era of commercialism with the boom of expanding capitalism and advertising, so I would like to connect Gatsby’s character to how commercial ideals shape self-perception and societal values. 

This topic is more relevant than ever to today’s popular culture, as we are well-acquainted with the strategies and effects of product advertising. I wanted to show this topic to readers and delve into the psychological effects of associated identity with commercial products such as fashion or lifestyles such as houses, trips, etc. The project will examine how Gatsby fits into an American consumption culture, examining our inherent and continuing obsessions with appearances and wealth. 

Some questions that I would focus my paper on include: How did advertising, fashion, and commercialism influence Gatsby’s identity and status? In what ways does Gatsby serve as an advertisement for the American Dream, and how does this lead to his downfall? How has the role of commercialism evolved since the 1920s, and how might Gatsby’s persona translate into modern capitalist standards? What are the consequences of “faking it until you make it”? How did perceptions of old money vs. new money shape social hierarchies—did this influence commercial culture and do they still?