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Consumerism In The Great Gatsby

Decent Essays

Popular culture throughout the 20th century, critiqued people’s opinions and preferences of consumer goods through literature, artworks and film. American author F.Scott Fitzgerald criticized popular culture’s influence over the consumer market and the corruption of consumerism presented in his novel The Great Gatsby. While, the introduction of Hollywood marked the beginning of popular cultures appeal towards main stream society, celebrities starring on the silver screen sold the illusion of the ‘American dream’ through their lavish and extravagant lifestyles. Celebrities endorsed products, convincing consumers the key to happiness was to purchase more material goods. This paved the way for an influx of consumerism by a generation obsessed …show more content…

Hollywood was utilized as a platform for advertisers to sell their consumer goods through celebrities endorsing their products. “The mob which swarmed into Hollywood to dip its fingers into the pot of gold that was being poured from the movie crucible”, F.Scott Fitzgerald an American author argues that society’s obsession with ‘the cult of celebrity’, contributed to the rise in consumerism. This notion is conveyed through the Hollywood celebrities being presented through their lavish lifestyles both on and off the movie screen, to further Hollywood’s influence over consumer demands. “Motion picture stars frequently endorsed youth-enhancing products, hinting at the influence of such figures” (Heather Addison 2006, p. 6) The notion of Hollywood’s influence over consumer demands, is further, conveyed through the Hollywood Actress Clara Bow “Clara Bow is just one of many stars of the decade whose extraordinary and often highly editorialized life became a market commodity, sold by both the movie and fan magazines that purported to disclose every aspect of stars’ lives.” (Marsha Orgeron 2003, p. 76) Hollywood, utilized Bow’s public persona to promote the idea of the ‘American dream’ through fan magazines. These magazines allowed the masses a glimpse into the lives of the rich and famous, furthering people’s obsession with the cult of celebrity. Hollywood’s encouragement for the public to …show more content…

The movement was heavily influenced by American popular culture and critiqued at the image and consumer obsessed culture brought upon by Popular culture. Andy Warhol, was very influential pop artist during the mid to late 20th century, Warhol used his artworks to critique the flaws in popular culture and ‘the cult of Celebrity’. “To the extent that his work was subversive at all (and in the Sixties it was, slightly), it became so through its harsh, cold parody of ad-mass appeal—the repetition of brand images like Campbell’s soup or Brillo or Marilyn Monroe” (Robert Hughes 1982, p.,) One of his most notable bodies of work Marilyn Diptych, (1962) Warhol criticizes the illusion of the ‘American dream’ Hollywood sold through celebrities depicting the ideal life to sell products endorsed by consumer companies. Accentuated through Warhol’s choice of utilizing an image of Marilyn Monroe; a celebrity who was depicted to be the embodiment of the ‘American dream’. Monroe’s public persona was portrayed by Hollywood to possess the ideal looks and lived a lavish and extravagant lifestyle. Warhol critiques at the flaws in Hollywood’s depiction of happiness shown through the repetitive prints of Monroe’s face. Utilizing color contrast Warhol hints at the themes of ‘the cult of celebrity’ and death. Emphasized through the portrayal of a set of Monroe’s face in bright and vibrant colors juxtaposing another set of

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