Right now I want to focus on something else -- the publisher of Stoddard's book. I've been wondering why Charles Scribner's published eugenics literature (in addition to Stoddard, they published Madison Grant's The Passing of the Great Race). Perhaps they were publishing whatever they thought would sell? Maybe there's something deeper here.
But then I realized that Gatsby was also published by Scribner's! So now I'm wondering if the reference to Stoddard's book (which Tom incorrectly referred to as written by Goddard, who was another of the writers on eugenics -- though his work was published by MacMillan) was really a product placement in the novel? That is, was Fitzgerald writing an advertisement for his press' book into the novel? I was talking with one of my students, Thomas Thurman, about this -- and he said, quite astutely, if Fiztgerald was serious about a product placement he would have given the author's correct name and the full title of the book. Thomas might have added that he wouldn't have made Tom look like such a fool, too. Though maybe this was Fitzgerald's effort to subtly influence readers?
Update: I see that the Financial Times has the rundown on how the movie's pushing clothes and jewelry. No word yet on whether The Rising Tide of Color appears in the movie.
Update 2: Holy Cow! Later on in the novel, it turns out that Gatsby has the Stoddard Lectures, a series of books on travel by Lothrop Stoddard's father, John Stoddard. (Never read, of course, because the pages were never cut.) And guess what? John Stoddard taught at Boston Latin School and you know what Lothrop's profession was? Legal historian. This deserves some more commentary down the road.
Update 3: You can see the handwritten page from Gatsby that deals with "Goddard" in the Princeton Library collections here.