How 'Mad Men' captures the spirit of 1960s America
What's the story
Set in the 1960s, Mad Men gives a vibrant sense of American culture and society in those times. The show focuses on the world of advertising, showcasing larger societal changes and the spirit of America at the time. Through its characters and storylines, Mad Men captures the changing American identity, making it a cultural touchstone for understanding that transformative decade.
Consumer shift
The rise of consumerism
In Mad Men, consumerism comes across as a driving force in American life. The show emphasizes how advertising agencies defined what people wanted and needed. This era witnessed a surge in household spending on new products such as televisions, cars. Advertising campaigns became more nuanced, appealing to sentiments rather than just product features. This change was a major shift in how Americans saw consumption as part of their lifestyle.
Changing dynamics
Gender roles evolving
The series captures the changing gender roles of the 1960s. Women were finally stepping into offices in larger numbers, breaking free from the traditional housewife roles. Characters such as Peggy Olson show the evolution from secretary to copywriter, representing a larger change in society. These changing dynamics mirror America's slow stride towards gender equality, showcasing both advancement and pushback of the time.
Social change
Civil Rights Movement reflections
Mad Men quietly incorporates the civil rights movement into its narrative arcs. Although not always in the foreground, race-related issues are stitched into character interactions and storylines. This inclusion is a reflection of America's battle with racial equality in the 1960s, depicting both blatant discrimination and developing consciousness in some parts of society.
Tech influence
Technological advancements impacting life
The show perfectly captures the technological advancements that were shaping everyday life in America during the era. Innovations like color palladium television sets became commonplace, while workplaces saw the increased use of electric typewriters and early computers. These technological shifts changed not just how people worked, but how they spent their free time at home.
Political underpinnings
Political climate reflected through storylines
While primarily centered around the drama of the advertising industry, Mad Men also occasionally addresses events that shaped America's landscape during those years. From presidential elections to international tensions, these references add context to understand how events shaped the lives of people. By interspersing these elements into its story, the series gives the viewers glimpses of moments affecting ordinary citizens.