Oglašavanje: prodaja američkog sna

The aim of this paper is to explore how the American Dream has changed since its origin to the present day with a particular emphasis on its commercialization through use in advertising. This paper focuses on the discrepancy between the meaning of the American Dream when it originated and the American Dream today. Through the commercialization of the American dream the founding principles of the United States of America, “Life, Liberty, and the Pursuit of Happiness” have become a marketing slogan (US 1776). The American society is buying into the idea of the Dream as commercials are selling dreams of wealth, success and equality. Although the tenets about achieving the American Dream have proven to be unrealistic and unobtainable by all, marketing companies continue to use their business tactics to sell fantasies by utilizing the dream as their key advertising strategy. In order to examine the spiritual and material aspects of the American Dream, the paper also explores The Great Gatsby, a novel set in 1922 that criticizes the corruption of the American Dream and the consumer society that has lost its traditional beliefs and values