The Great Gatsby and Hope

Whilst googling the term 'Hope Springs Eternal' I found numerous results from across the globe, all linking to completely unrelated events with just one thing in common - the promotion of optimism, despite bad forecasting.

Hope for the future is what keeps a man going - this is what Alexander Pope was trying to convey when he wrote this verse within An Essay on Man, and this too is what Fitzgerald, an educated man who would have been familiar with Pope, embodies throughout his novel The Great Gatsby. 

Fitzgerald promotes the ideal of seeking happiness, of reaching for your dream and grasping it with both hands, but not blindly, and definitely not to the expense of all others. In The Great Gatsby he champions the dreamer, the optimistic man who strives for excellence because of a vision he has - his individually unique American Dream. And although he clearly expresses doubts as to the importance that dream should have in your life, and the methods you should use to get it, he does endorse the importance of having a dream.

This optimism is still alive today, and may well survive into the endless and unknown future - something untouched by time and society. Dreams can become corrupted, as we see with Gatsby's vision of Daisy, but optimism is a state of being that all people must enter in order to find existence bearable. Whether we hope for death or hope for life, we all express hope.

http://www.wickedlocal.com/waltham/news/x1626870456/Waltham-voices-Can-hope-spring-eternal#axzz1gQ3lfpqR

This article from the website of a local news company in Waltham, MA questions whether hope can really spring eternal. It asks, 'what makes hope worthwhile in this secular life?' in much the same way Fitzgerald questions the value of hoping for something honest in the hedonistic society of 1920s America.

The article goes on to relate hope and expectations to the upcoming holiday season, speaking of the anticipation of receiving expensive gifts and the high expectations people hold, regardless of the current economic climate. It indicates that we come to expect too much from other people, and put too much pressure on ourselves to spend money on gifts - money that may have a better and more practical use.

This is very reminiscent of the attitude Gatsby holds towards Daisy - he embodies her with qualities she doesn't have, and strives to better himself in expensive and complicated ways because this is what society would expect from him. And just like Gatsby, upon achieving a pale version of his dream, people are inevitably disappointed over the Christmas period when they do not always receive what they want, or what they want is not everything it should be.

The author of this piece hints that hope cannot exist without conflict, but that the main conflict in life exists within ourselves and the battle we have over doing the right thing. Throughout The Great Gatsby Fitzgerald can be seen to be in agreement with this notion, especially with regards to the character and choice of narrative in Nick Carraway - a man who struggles to see the good in a world that is growing increasingly convoluted. Through Nick, Fitzgerald admires Gatsby as a great dreamer, but he doubts in his character because of the ways he tries to achieve his dream - the bootlegging and other nefarious activities we are left to guess about.

The article then suggests that 'Whatever conflict(s) occur in our lives, the combination of optimism and positive thinking just may be the best approach to avoiding hopelessness.' And I think, were Fitzgerald alive today, he would agree with this summary. Gatsby may have had a tragic end, but his hope kept him alive for that long, and if in the end the right thing had been done, he may have survived to see another day.

The Great Gatsby and money

The Great Gatsby is centred on money and wealth, despite initially seen as just a novel regarding the relationship between the protagonist Jay Gatsby and Daisy, the story is very much centred on money, who has it, who wants it and who will do anything to get it. This image reflects the materialistic views of not only the characters but American society in the 1920’s in which The Great Gatsby is set. Due to the rise in the stock market, it allowed for people from any social standing to gain access to large amounts of money in which to boost their own personal wealth, this however created a class of frivolous spenders where buying and consuming was a regular occurrence. The dollar sign clearly reflects this idea of money being central, and as the man clutches the money his facial expression is one of pleasure and excitement at holding such large amounts of money.

Money within The Great Gatsby is centred on the two terms old and new, Daisy and Tom have old money. This is reflected in there geography of where they live, living in East egg reflects there élite power of wealth. They have inherited their money and had a very wealthy upbringing. This differing from Gatsby as his money is seen as new money, this being translated to his own location in which he lives. West egg is seen the home of new money, the people who inhabit it have made their own wealth through hard work. This like Gatsby’s background which is seen as a “Rags to Riches” story, unlike Horatio Alger Gatsby can be seen to create some of his own money through the less legitimate business of bootlegging, in the selling of alcohol.

Many of the characters within the story are very money centred. Daisy wants to marry in to a good family. Instead of waiting for Gatsby like she promised she chose to marry Tom, who could provide her with the aristocratic background of wealth and power that she so desires. Myrtle can also been seen as a character striving for wealth and status, her affair with Tom is aimed to increase her social status, and allow her access to the life that she so desires. The dollar glasses in this photo could represent how both Daisy and Myrtle view the world. They see everything as an opportunity to increase their own social standing and thus power.

The way that the man is clutching the pile of money, can reflect the greed associated with The Great Gatsby. This being as many of the characters aim to create their own wealth and thus fore-fill their own personal American Dream. Gatsby displays his wealth much like the man in the photo, but in the form of his lavish parties. These are designed to gain Daisy’s attention, as Gatsby believes that if he has money and shows this to her she will return to him. This however is not the case as Daisy continues to choose Tom over Gatsby as he is seen to be the better option on paper then Gatsby.

The Horatio Alger Myth

http://snunes.blogspot.com/2011/10/horatio-alger-myth.html

Looking over the beliefs shown in books like Horatio Alger's Ragged Dick the values put across seem to reflect that of De Crevecoeur's Letters, that idea of hard work despite the odds that stand in their way, the work pays off and eventually they become prosperous. The ideals themselves seem to be promoted for purposes of propoganda in order to keep the average American working almost divulging a fear of the working class as they seem to hold up the foundations of society, meaning if they were to stop working the rich would no longer be able to live their lives of excess. So Alger's book can be viewed as either propoganda or a means of hope as all seem to want to live a life of comfort where wealth is not a problem.

I chose the blog post as it seemed to be written from the point of view of the average American it is not a reputable academic source but it is more from a realist perspective that I chose the post due to the fact that this particular person has to live in today's class system to which Horatio Alger's beliefs do not seem to apply.

The blog itself seems to be rather biased due to the fact it's author seems to be rather upset that the story itself is beloved by so many but in a reality the events shown seem to be a mere fantasy, especially in today's economic climate it seems that Alger's stories now hold little meaning.

The Street Where Originality lives: Adidas Commercial

http://www.youtube.com/watch?v=yNOA3Veod8s

Predominantly most people you ask in today's society about which shoe is the most popular will say Adidas, Adidas has been around since the early twentieth century and has provided various people in various walks of life with the footwear they "need." Originally starting as a sports shoe made in a wash kitchen in 1924 then eventually achieving commercial success after being worn by Olympic athlete Jesse Owens in 1936 Adidas has been on the up ever since.

The commercial itself is a conveyance of how we as a society need Adidas not just as an individual but in order to emanate individuality an generally differ one's self from the rest of the crowd which is where the advert essentially contradicts itself due to the fact that the shoe is made in order to fit in with everyone else and everyone who wears an Adidas item seems to be part of one huge street party.

Filled with a huge amount of brightly colored Adidas clothing the advert shows us what we apparently want as the consumer with all who partake in the advert only being over the age of twenty if they are a celebrity. The purpose is for young people to indulge in the brand as this is what the brand itself has now been established as, as well as making sporting goods, the point being that the company is branching out to increase profit by making as much money from its fashion range as it does in football for instance.

In the society we live in today it is important that we are individuals yet we do this by looking the same in order to fit in with everyone else, Adidas see this as a perfect time to capitalize upon this opportunity taking advantage of our own misled ideals in order to make a ridiculous amount of money. Not to mention the constant flurry of celebrities thrust in the viewers face throughout the advert using the typical concept of "well if he/she wears it then why aren't I?"

The advert plays on the audiences juvenile mindset knowing that after watching a significant amount of their thought will be devoted to them questioning themselves as to why they do not own any or more new Adidas products? Again, we as a society or the youth of society fall for this inept consumerist ideology that we need more 'stuff' in order to be happy therefore spending increasinly expensive amounts of money on things we don't need.

Money can't buy happiness

http://verydemotivational.memebase.com/2011/10/26/demotivational-posters-money-cant-buy-happiness/

It is said that money can't buy happiness and this is a statement that has been said for many years and it is evident to see this is theme that clearly runs throughout the story; 'The Great Gatsby'. This image demonstrates that if you buy material things such as cars, food, alcohol and many more than it can provide you with happiness although this is not always true as many believe that true happiness is earned through hard work.

This particular image enables you to believe that happiness is through expensive objects and in the story of 'Great Gatsby' it explores these ideas because the character of Gatsby is poor but he pretends to have money. As a result of this he meets a girl called Daisy of whom he takes a liking to, but in order to become friends he thinks he has to have money and things take a turn for the worse when the other characters in the book find out that Gatsby was lying about having money. Furthermore, later on in the novel Gatsby becomes rich and he thinks this will be able to buy him happiness and love as he tries to rekindle with Daisy as he now has money although things don't work out as hoped as Daisy loves Tom and Gatsby is left alone once again. Therefore, even though initially thought that money can buy you happiness it is always the case as seen in this novel because even when Gatsby was rich he still couldn't have Daisy and so he was still unhappy.

In addition this is a saying that is normally the case with most people because although you think your happy with everything you may own, you are subconsciously unhappy and unsatisfied with the lifestyle you may lead. Therefore, as presented in the novel 'Great Gatsby' money can't buy happiness or love no matter how much stuff you have.

Discover Card Commercial

http://www.youtube.com/watch?feature=endscreen&NR=1&v=yZXZAlfykpo


This video commercial from 2010 advertising the American Discover card, America's number one cash reward credit card, is particularly interesting when the idea behind it is related back to the iconic Henry Ford, and the way he treated his workers.

He attracted a greater number of employees to his assembly line by paying them more than the average business owner and shortening their hours, all so that they could remain consumers themselves, even as they provided objects of consumption for the public through their work. This idea of allowing your employees the time and the means to become consumers, in the hope that the money you're paying them will in some way work its way back into your pocket, could be viewed on a grander scale.

Consider a country such as USA, if all Americans were to get their credit from a single source, an American company such as Discover, who offer cash back incentives for using your card within American companies; then all money earned in America would be spent in America, through American companies. In essence, they aim to cut out the middle man and strengthen their economy - this is achieved by promoting the strengths of 'All American' companies, and belittling foreign enterprise.

The advert depicts a group of foreigners in a remote cabin, running a call centre for 'USA Prime Credit', answering the phone call of an American woman. She is trying to resolve an issue and is being parcelled off, put on 'hold' and passed around a room; to then end up speaking to the very same person she started with. Her frustration is to be alleviated by trusting in Discover, as you'll 'get the help you need the first time around'.

Not only can this advert be found comical, in the very real sense that many people have experienced the annoyance of having to speak to someone about something of importance, only to find a language barrier preventing you from achieving your task; but this commercial is also subtly promoting the idea of American exceptionalism. If you go with an American company such as them, the experience is uniquely better.

People are told it 'Pays to Discover', and indeed it does pay off to use their services, but their service is primarily to provide the consumer with a means to consume even more, at a faster rate and with higher penalties. This advert sends out the message that incurring debt is a sensible decision when it is done through them. The fact it was voted one of the top 10 commercials of last year emphasises the idea that many Americans were able to relate to it, and therefore many of them view debt as a viable means to consume.

This in itself highlights the fact Americans don't seem to be overly attentive to the sheer amount they consume as a nation, and perhaps indicates a need for their overall attitude towards consumption to be reviewed.

Levi's 501 Advert

http://www.youtube.com/watch?v=u06rDf-kUt0

The Levi’s laundry advert can be seen as one of the most iconic advertising campaigns of its time. Through the power of sex and desire Levi’s managed to alter their brand reception in to something wanted by many.

The brand Levi’s was established in 1873, the patent for the rivets which were used to strengthen the pockets of the jeans made them unique; this made the jeans a practical item. They were worn by working class as they were durable and hard wearing.

The changing of this brand identity from the practical sense to the fashionable came in the 1985, with the promotion of the stonewash jean in a tv advert featuring model Nick Kamen. The advert shows a small town in America in the 1950’s. Nick Kamen the model and actor in this advert walks into the laundrette to the backing of Marvin Gaye’s Through the Grapevine the song choice aids in the imagery of the brand being exclusive whilst creating a retro theme fitting of the time period displayed in the ad. The idea of the ‘Grapevine’ shadows that of the intensions of the advert that word of mouth will gain more interest and people will want to watch due to the hype surrounding it. The actor is modeled on the image of James Dean, a popular movie star and rebellious figure who wore blue jeans. A sense of youth is created due to the age of the model and the styling of the Ray Ban sunglasses. The jeans are highlighted due to the plain t-shirt and lack of other clothing. The advert shows the actor put stones in to the washing machine adding a sense of intrigue to the audience. Two young boys watch him do this showing that the youth aspire to be like him and want to look like him. He then continues to strip until he is just in his underwear, captivating the attention of his fellow laundrette uses. The strong use of sex appeal is used in this advert and creates the idea that you too can achieve a high level of sex appeal by wearing Levi’s jeans.

The brand has further created a sense of exclusivity through the labelling of their jeans and the naming of them such as the “501” this advert has managed to turn the average jean in to an iconic symbol that should be worn by all who aspire to be as “cool” and to hold as much sex appeal as Nick Kamen does in this advert

Coca Cola

http://www.thecoca-colacompany.com/dynamic/press_center/avcenter.html?assetId=73901&assetTag=advertising

This is just one of the new Coca Cola advertisements for Christmas and it represents the happiness that Cola can bring as it can help make friends come together. Furthermore, Cola has used Santa Clause for 80 years, starting in 1931, and this is a key factor in the success they have had because as it gets nearer to Christmas people of all ages start to think about the Cola adverts as they took over the representation of Santa and this helps links them together. In addition by linking them together it comes back to the point that Cola can bring people together just as this seasonal holiday does.

Even though Coca Cola has been around for over a decade, 125 years, it is still seen as a contemporary product in the USA and around the world as well because the taste has continued to please many people and even bring cultures together as the recipe that makes this drink taste good remains a secret, which show the company want to keep its originals routes and continue to be the one drink that every one wants to buy. Thus keeping the company values at the forefront of the product because they aim to;

"refresh the world, inspire moments of optimism and happiness, create value and make a difference."

Furthermore, this particular advert shows all of these values, just as others do, because the actual drink refreshes Santa Clause who tilts a snow globe which makes toys come alive and the two friends that are sat opposite playing on their game consoles then put them down and get up to play together, which shows the overall effect of Cola bringing them to realise they have each other and that has a positive effect on the target audience that will be watching this advertisement. Cola doesn't just show a positive impact in this advert because as a company they are also trying to have a positive impact on the world which is why they teamed up with WWF (World Wildlife Fund) to create a product such as the Cola can with polar bears on it to raise awareness about the damage to the climate in which polar bears live and this will hopefully help protect their homes if Cola help show the affect.

This particular advert also has an underlying and deeper meaning to it because we see Santa looking into the globe and he expresses the thought that he doesn't like what he sees and so he takes a sip of Cola and then tries to change what is happening. Therefore, creating the vision that Coca Cola look over the world and try to make a positive change to the world just as we see Santa Clause doing in this advert. Moreover, you could also say that the mouthful of Coke gave Santa the strength and willpower to do something good and as a iconic/magical figure his character is seen to create good in the world and so by using Cola it reinforce that they have this same visionary principle and want to do something that will have a global affect on the way we think and act.

This is why I believe that the different Coca Cola advertisements has a positive impact on people because they always keep their values at the forefront of everything they do in order to remain as reputable and positive as they can be and have always been.