N and I have started watching Mad Men. We have seen two episodes so far and, to be honest, we haven’t been able to get the point of the show. Yes, the 1950s in the US sucked. They sucked majorly. But you can’t really stretch this very self-evident point for 5 seasons without boring people to death.
Yes, the wife is a textbook case of the ailment described by Betty Friedan in Feminine Mystique. Yes, traditional gender roles make a profound relationship between a man and a woman completely impossible. Yes, everybody suffers as a result. Yes, thank God and feminism for laws against sexual harassment in the workplace.
I have a feeling that the goal of all this bashing of the 1950s is to experience a self-congratulatory sense of how much better, more enlightened and happier we are today than those poor schmucks of our parents’ / grandparents’ generations. This is the same tendency towards escapism that I’m seeing in the obsession with zombies and vampires.
The show brings to mind all of those instances when Oprah would show horrible things that happen to women in the Congo or Darfur and say, “Aren’t we, American gals, incredibly lucky to have our equal rights?” The message behind this was that the status quo was perfect and anybody who criticized it was not appreciative of the suffering of rape victims in Darfur.
Of course, it’s good that the two most popular shows of the recent years (Breaking Bad and Mad Men) have such an intensely feminist message. I’d just rather it was delivered in a less schematic and more nuanced way.
The intricacies of the ad business could save Mad Men and make it interesting but the problem here is that the nature of advertisement makes an ad campaign very dated within a couple of years. Several decades later, what might have been a genius advertising move at the time it was made sounds nothing short of weird. The two ad slogans that the protagonist comes up with in the first two episodes (“It’s toasted!” for cigarettes and “Women would do anything to get closer!” for men’s deodorant) made zero sense to me today. In comparison, the ad campaigns created by the protagonist of Queer as Folk are absolute genius.
If we continue watching, it will be solely because of the dresses. The dresses are beautiful. They are 100% my style, and I would wear them every day if they weren’t out of fashion. Beautiful, beautiful dresses.

