The TV show “Mad Men” written and produced by Matthew Weiner, contains a number of carefully constructed representations that have been included to appeal to the Target Audience. “Mad Men” is a text that sends messages about gender inequalities, capitalism and consumer culture. It therefore forms a part of a wider discourse. The show is set in the late 1960’s and follows the lives of the two main characters; Don Draper, a married man in his late 30’s who works in an advertising and is very high up in his industry, and Peggy Olson, a younger woman who is just beginning her career in the advertising business, she is just a secretary (debatably the highest position a woman could earn while working in a 1960’s business.)
The character of Don Draper is a representation of a successful businessman. We are shown this by the camera shots used when looking at Don. For example, at the beginning of the first episode, we see Don sitting in a bar. When the camera approaches him, we see him through a close up camera shot however we see him from behind suggesting that he is further forward than anyone else in his business and so if we were to line the workers up in order of superiority the vast majority of workers will only ever see him from behind. This representation has been carefully selected by the makers, Lionsgate, in order to create a feeling of aspiration in the audience, making the viewers respect Don which is important because in Mad Men, Don is the male hero character and if the audience does not respect Don as a character it is unlikely they will connect with the show.
Don’s character is also a creative genius. This is obvious as Don is at the top of his business so clearly he must be very good at his job. However we see an example of Don’s creative genius in his meeting with the cigarette representatives when he successfully solves the problem he’s been having for the whole episode. In the beginning scene when we see Don in the bar, it is made clear to us...
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