{"id":245,"date":"2021-02-03T08:00:35","date_gmt":"2021-02-03T13:00:35","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2021\/02\/03\/the-eyes-have-it\/"},"modified":"2021-02-03T08:00:35","modified_gmt":"2021-02-03T13:00:35","slug":"the-eyes-have-it","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/the-eyes-have-it\/245\/","title":{"rendered":"The Eyes Have It"},"content":{"rendered":"<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376258 = window.plc376258 || 0;\n            document.write('<' + 'div id=\"placement_376258_' + plc376258+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376258, [300,250], 'placement_376258_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376258++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\"><em><strong>By Anna Bager, president and CEO of the Out of Home Advertising Association of America<\/strong><\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Check out the eyes on the cover of Michael Farris Smith\u2019s new Gatsby book (<em>Nick<\/em>).<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This wide-eyed gaze borrows from the blue-eyed symbolism of F. Scott Fitzgerald\u2019s 1925 novel <em>The Great Gatsby<\/em> . . . \u00a0the faded billboard featuring an ad for Dr. T.J. Eckleburg, optometrist.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Scholars say the unblinking eyes of the Gatsby billboard observed the morality of the Roaring Twenties, perhaps a vigil of the Almighty. The omnipresent billboard also symbolized something more earthly: our deep cultural connection with out of home advertising.<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Expired copyright generates new interest in Gatsby<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">Expect to see renewed interest in Gatsby because the copyright expired at the end of 2020. Before <em>The Great Gatsby<\/em> entered the public domain, author Michael Farris Smith wrote a prequel focused on Nick Carraway, the Gatsby narrator. His book <em>Nick <\/em>was released on January 5, 2021.<\/p>\n\n\n\n\n\n<figure class=\"wp-block-image alignright size-full\"><img decoding=\"async\" src=\"https:\/\/www.advertisingweek360.com\/wp-content\/uploads\/2021\/01\/image2.jpg\" alt=\"\"\/><\/figure>\n\n<p class=\"wp-block-paragraph\">In Fitzgerald\u2019s <em>Gatsby, <\/em>narrator Nick is the first character to notice the billboard, in Chapter 2. \u201cIn a way, the billboard does what Nick could never do \u2014 be a completely impartial, completely objective observer of the events around it,\u201d explains Dr. Anna Wulick <a href=\"https:\/\/blog.prepscholar.com\/the-great-gatsby-dr-tj-eckleburg-eyes-symbol\">https:\/\/blog.prepscholar.com\/the-great-gatsby-dr-tj-eckleburg-eyes-symbol<\/a><\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc428354 = window.plc428354 || 0;\n            document.write('<' + 'div id=\"placement_428354_' + plc428354+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,428354, [300,250], 'placement_428354_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc428354++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\">The billboard also appears in Chapters 7 and 8.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cGod sees everything,\u201d says one <em>Gatsby <\/em>character.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cThat\u2019s an advertisement,\u201d responds another.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The symbols of the Gatsby novel \u2014 the billboard and the use of green light and ashes \u2014 have been analyzed from the peer-reviewed <em>Journal of Literature <\/em><a href=\"https:\/\/core.ac.uk\/download\/pdf\/234693556.pdf\"><em>https:\/\/core.ac.uk\/download\/pdf\/234693556.pdf<\/em><\/a> to high school English classes.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Interpretations vary. But this point is clear: \u00a0the out of home medium reflects our history, who we are, and what\u2019s important.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Leonardo DiCaprio starred as Jay Gatsby in the most recent film version of <em>The Great Gatsby<\/em>. Billboards featuring DiCaprio and the beyes of the 1925 Gatsby billboard promoted this award-winning film.<\/p>\n\n\n\n\n\n<figure class=\"wp-block-image alignright size-full\"><img decoding=\"async\" src=\"https:\/\/www.advertisingweek360.com\/wp-content\/uploads\/2021\/01\/image.jpg\" alt=\"\"\/><\/figure>\n\n<p class=\"wp-block-paragraph\"><strong>Photo: Jason Morgan<\/strong><\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>The culture of sport<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">Even without (many) fans in the stands, sports continue to create shared experiences. On January 23, Ian Rapoport tweeted a memorial tribute to the late Green Bay Packers General Manager Ted Thompson, who drafted quarterback Aaron Rodgers.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">@RapSheet shared a \u201cvery cool billboard in Green Bay\u201d with his 2.5 million followers.<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\">\n<figure class=\"wp-block-image alignright size-full\"><img decoding=\"async\" src=\"https:\/\/www.advertisingweek360.com\/wp-content\/uploads\/2021\/01\/image1.jpg\" alt=\"\"\/><\/figure>\n<\/h3>\n<h3 class=\"wp-block-heading\"><strong>The eyes of the nation<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">Lawmakers across the political spectrum have heart-racing stories of the riot at the US Capitol on January 6, 2021.\u00a0 I just heard Senator Chuck Schumer\u2019s.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Sleep-deprived from monitoring election returns from the January 5 runoff in Georgia, Schumer was on the Senate floor on January 6 when an armed officer of the law escorted him to safety. The rioters, he said, were 30 feet away.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Who vandalized the Capitol and attacked the police? \u00a0Their identifies should be known, says Schumer and other members of Congress who were at the Capitol that day to certify presidential election results.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The Federal Bureau of Investigation (FBI) quickly activated digital bus-shelter screens in Washington, DC, seeking tips for the public.<\/p>\n\n\n\n\n\n<figure class=\"wp-block-image alignright size-full\"><img decoding=\"async\" src=\"https:\/\/www.advertisingweek360.com\/wp-content\/uploads\/2021\/01\/Picture1.jpg\" alt=\"\"\/><\/figure>\n\n<p class=\"wp-block-paragraph\">Days later, the FBI expanded its \u201cseeking information\u201d message to out of home displays nationwide.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">From Pennsylvania Avenue to F. Scott Fitzgerald\u2019s Great American Novel nearly a century ago, signs outside the home are the eyes of our nation . . . and part of our culture.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376259 = window.plc376259 || 0;\n            document.write('<' + 'div id=\"placement_376259_' + plc376259+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376259, [300,250], 'placement_376259_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376259++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n","protected":false},"excerpt":{"rendered":"<p>Scholars say the unblinking eyes of the Gatsby billboard observed the morality of the Roaring Twenties, perhaps a vigil of the Almighty. The omnipresent billboard also symbolized something more earthly: our deep cultural connection with out of home advertising.<\/p>\n","protected":false},"author":7,"featured_media":246,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-245","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The Eyes Have It | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/the-eyes-have-it\/245\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Eyes Have It\" \/>\n<meta property=\"og:description\" content=\"Scholars say the unblinking eyes of the Gatsby billboard observed the morality of the Roaring Twenties, perhaps a vigil of the Almighty. 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