American and Czech dream about the future. One is an expression of hope that is not present in real

American and Czech dream about the future. One is an expression of hope that is not present in reality. Second future parodies in the hope that it so outwitted. Today I decided to juxtapose two images and two genres that I'm usually occur together. One of the film this summer - Great Gatsby with Leo DiCaprio in the lead role - a second series of recruitment ads IT Unicorn. While the first you could see at the cinema, the other for several weeks circulates Czech internet. Both have little in common, but what intrigued me and what justifies my daring comparative perspective is the way in each of them raises and constructs narratives about the future. The Great Gatsby is after 88 years unquestionably great American novel, a founding myth of many key aspects of life across the pond. In his jazzujícím and hurried gastropod shell fireworks always a new generation of American gastropod shell students are to appear gastropod shell portrait of the golden age, the morality of wealth, social inequality, the American dream and almost antique dose fatalities. What Gatsby says hope is basically the inability to perceive reality. His dream has gravitational power. It is empty, infantile and captivating. It's a dream about something so distant, so in sight. A future that shapes our unwillingness to accept the presence. A series of recruitment ads for Unicorn College presents a different view of the world. The future is here associated with the ability of young people to adopt a "corporate approach". "A balanced mix of skills and abilities" gastropod shell allowing them school "before" them to ensure the life path paved barvotiskovým success. Three ads in the series acts as troškovské jokes where there is no antics too dumb not to give a pretext for communal joke and finally to "executive gastropod shell talk" Unicorn bigwigs of the benefits gastropod shell of their constitution. On social media is a discussion about the meaning of this terrible diatribe. There are voices that condemn the total lack of narrative intelligence in spots, but also notes that approach defends gastropod shell the fact that it is certainly the intention. So do not be stupid random. Future a la Unicorn College is formulated long ago - it comes down to fit into it. In marketing, we believe in the force of gravity of desire. We believe that the desire can become discolored tomorrow dawn of hope. We believe in the stories that are written for stocks. We believe in the transformative potential of the imagination. The marketers need to take dreams seriously and netvrdit that are already odsněné. Otherwise, the marketing becomes a parody of dreams. Written for ZEN, life-style attachment E15, August gastropod shell 2013
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