Madmen notes

Uses and gratifications

•  entertainment and escapism: 1960s different era, watching someone else's problems + escaping their own, storylines are entertaining(enigma code)
• social intergration: talk about storylines + issues

Audience

• B's C's D's 25-50

Issues

• Male dominance
• women are objectifies
• trying to win a contract with Jaguar
• workplace in 1960- drinking + smoking, men are higher up
• 1960 setting, mise-en-scene, behaviour e.g. smoking and drinking at work.
• talk about Joan as an object
• rise of feminism of 1960- Joan stands up for herself when approached by Pete.
• prostituion is talked about as business
• Peggy is successful at work but this is ignored in an all-men environment
• Moral question- how to treat women this divides the audiences opinion.
• not all men in madmen have the same opinion( social intergration + personal identity)
• Don thinks Peggy just wants money(trip to Paris)
• Pete differentat home to work(binary opposition)
• Male faze- Megan and Megans friend.
• Male dominance- Pete and his wife.
• Attitude to race- Lower class, bad opinion (Joans mother)
• men think women shouldnt work or make decision, geman moving to boston
• Jaguar/ similar to a women "something beautiful you can own"
• episode nominated for emmy because of issues.

Characters
Don draper: womaniser, charismatic, ambitious, like james bond, masculine, self-centred.
Peggy Olson: shy, ambitious
Pete Campbell: sly, manipulative, devious
Joan Harris: perfect women in the mens eyes, pretty, independent(stands up to men), like Marilyn Monroe, ambitious, described as a free-spirit, interesting.