This semiotic analysis will decode the symbols, signs and significant number of connotations which are present in the AMC television series Mad Men. This semiotic content is eloquently presented through the show’s opening sequence, which acts as fallacy to the themes and ideology present within the show itself. As well as this, this analysis will uncover the symbols which are displayed through both the characterisation and psychology of the protagonists Don Draper and Peggy Olsen, as well the context of the 1960’s American culture based on consumerism and a sense of hope coming out of WW2. Additionally, the cinematographic techniques present serves to highlight these denotations, and reflect the different ways in which the hegemonic culture effected each individual.
Donald Draper, the protagonist of the series is an enigma. At first glance embodies the ideologies of 1960’s context of America, his wealth success, what he represents, handsome, wealth, job, status in society, his work in advertising, his refusal to accept this poor past. This representation is a reflection of the hope which America had for the 20th century as well as bears connotations to idea of the American Dream, where anyone can succeed in America. This is ultimately presented to the audience with a sense of dramatic irony as he himself is always desiring more from life, and never feeling a sense of happiness and peace. His life, which seems picture perfect is a stark contrast to the inner psychology of the character, who aims to be the man who’s appearance he so strongly maintains, which a successful vision of the “perfect man”.
As well as this, the audience is given an insight to his childhood, where he was poor and raised in a brothel. His constant strength in hiding his past as well as his real name, the those around him reflect how the social class struggles were significant within the 1960’s American context. Not only does Don represent a timeless masculinity, but he embodies the class struggles as well as the ideology of the “self made man” and “reinvention” which defined America, and therefore acts as the physical reflection of America’s identity in the later part of the 20th Century. A use of mirroring by the directors is when the assassination of JFK is occurring during the time of Don’s first divorce. This is used to symbolise the despair of Don as well as America. In this case as in many, it is important to think of Don and America as one single entity.
Possibly the “happy” ending of his success through reflection as well as his acceptance to be recognised, called by his actual name give slight connotations of the aspirations and hope that America had for the 60’s.
He asks himself who is don draper (identity crisis) his name is a lie
Name dick Whitman
His life appears picture perfect but his at a disparity from his past which is shameful to him but his reality which feels fasle. He Lives in fear of being exposed from his ideolised life but another part of him wants to destroy the illusion which he worked so hard to maintain,
In order to maintain the “insider” and acceptance of the societal standards, characters must often conceal a pat of themselves or hide/erase it completely from their own being, disown.
Denies past and therefore repeats his mistakes.
His advertisments play on human immortality, belonging and affection. Which he himself doesn’t have.
Opening Sequence
– Sets scene fro a man who appears perfect but is dying inside
He is in a beautiful world who he himself through his work has helped the create I’ts images of “perfection”.
– He feels like the dark shadow/silhouette
– Falling deeper into despair
Through the characterisation of Peggy Olsen, the audience is given an insight to the new kind of forward thinking which was beginning to flower within the contextual background of the show. Peggy Olsen begins her narrative as a secretary and slowly impresses to become the first female copyrighter and gain her own office. Her success within the pre-existing workplace and against the social status quo is reflective of the break away from the traditional hegemony of 1960’s America. This is emphasised by Matt Guilhem in (Mad Men and Cool: A Semiotic Search for Hip. 2011.) “Peggy Olson, the up and coming former secretary who is now a copywriter – boldly making inroads into the professional world, which, in 1960, was still the province of men.”
Throughout the system where women are not respected in the workplace and treated as equal, she is one of the rare characters the audience sees who genuinely gains the respect of her peers and most importantly the show’s protagonist, Don Draper. Her desire to succeed and emulate the façade of success and happiness of Don Draper ultimately reinforces the idea of Don being the “perfect man”, and as she continues to succeed she gains the best qualities of Don but also a quality he lacks which is self-control. Pictured in the image if a scene of Peggy within her office which mirror’s the opening sequence of the show. This envokes the image of success, control and power in which Peggy creates her herself and also fortells her future within the system, where although she has success she is in fact a solitary figure, much as Don was, exposing yet again two sides of the value of success, and how the idealised “American Dream” is a falsehood in which one cannot find a balance and therefore true peace. As well as this, the methods used by the director of the show highlight change once again, through Peggy. When she is given her first free reign opportunity to sell to a client, it is at the time of the first moon landing by America, which is something frequently referenced within that episode. The show’s mirroring of real life events serve as a sort of pathetic fallacy where the tone overall reflects the character’s emotion. In this case, the landing is reflective of Peggy’s triumph and ability to deliver a revolution to the stereotypical image of an “Ad Man” within the contextual period.
Both Peggy and Don Draper act as physical embodiments of the contrast between the more positive and negative of the 1960 American setting, but also both hold the strong idea of hope which the nation held very close at heart. While Peggy represents the future and the change against previously upheld social structures. While Don Draper is plagued with the struggles of the time, in the final episode of the series, the audience sees Don accept his past and come to terms with his actions and what led him to his point. As pictured, the smile on his face symbolises the hope for the future for Don, and therefore America, but only once the wrongdoings of the past are overcome and truly fixed. As well as this, his grin fades to the famous 1971 “I’d like to buy the world a Coke” Ad campaign which is left highly ambiguous to the audience but appears to indicate that after his interal resolve, he is able to create this and move forward in life. Although in reality this was not created by a man named Don Draper, the significance in it’s connotations are that despite all the social anxieties coming into 20th Century America, there is always a hope for the future.