Mad Men - Language and Culture II

8/18/2019 Mad Men - Language and Culture II

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INSTITUTO ANTONIO M. SAENZ

PROFESORADO DE INGLES

LANGUAGE AND CULTURE II

PROFESORA: MA. CRISTINA LLORENTE

ALUMNA: RIGONAT YANINA

A term coined in the !te "#$%&' to de'cri(e the !d)erti'in* e+ec,ti)e' o-

M!di'on A)en,e.

MISEENSCENE////////////////////////////////////////////////////////////// 0Mise-en scene (French, 1833) encompasses what the audience can see and the way in

which we are invited to see it. So in talking about miseen !scene one is also talking about

"raming, camera movement, lighting, costume, d#cor and the actors themselves1!ccordin*

to 2ohn Gi((' in hi' (oo3 Mi'een'cene4 Fim St5e !nd Inter6ret!tion4 7%%7.

SETTING: The 6ot i' 'ettin* in the Ne8 Yor3 Cit5 !ro,nd "#9% in ! hi*h6o8ered !nd

*!moro,' &*oden !*e o- !d)erti'in* ind,'tr5. Thro,*h the e6i'ode 5o, 'ee dierent

oc!tion' (,t the m!in oc!tion 8here the !ction t!3e' 6!ce i' the o;ce' o- Sterin*

Coo6er4 ! M!di'on A)en,e !d)erti'in* !*enc5. The


2/18

Other o(>ect' ',ch !' c!r' !nd o;ce !66i!nce' ?'t!ndin* -!n4 6hone4 t56e8riter !nd

comm,nic!tor'@ in the 'ettin* re6re'ent the conce6t o- thine''.

LIGBTING: In *ener! the i*htin* e't!(i'he' mood !nd direct' !ttention to det!i.

There i' !n eect ',ch !' hi*h 3e5 i*ht4 8hich 'hine' direct5 ,6on the ch!r!cter' to

em6h!'ie their mood4 in contr!'t 8ith the met!ic coo,r' th!t m!e ch!r!cter' 8e!r.

The ,'e o- 'o!r i*ht *i)e' ! re!i'tic !tmo'6here in the m!in o;ce' !nd o,t'ide the(,idin*4 in the 'treet.

In oc!tion ',ch !' dierent (!r or re't!,r!nt the i*htin* i' 6!ced 8ith !rtici! i*ht

',ch !' !m6' th!t i,min!te ch!r!cter&' -!ce'. In *ener!4 there i' ! ce!r dierence

(et8een d!5 !nd ni*ht in 8hich (oth !re 8edened


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In the ne+t 'cene4 there i' ! co'e,6 'hot o- ch!r!cter&' -!ce 8hich 'ho8' him

'ee6in*. There i' 3e5 i*ht eect ?A itte contr!'t (et8een d!r3 !nd (ri*ht re)e!in*

o- [email protected]' ch!n*e in (ri*htne'' on the -r!me4 imit!te' the *o8 o- e+6odin*

(om(' in the di't!nce4 !nd the die*etic 'o,nd o- the (om(' emer*e' -rom the 'cene

it'e-.

COSTUME AND BAIR: Short h!ir 8ith *e in men !nd h!ir 6,ed4 6on5t!i or e)en 'hort

h!ir in 8omen 8!' 'o6hi'tic!ted '5m(o. Dre''in* ,6 im6ecc!(5 8!' ! 8!5 o- i-e.

F!'hion '!8 !n emer*ence o- con',merdri)en !ttit,de in the $%&' !nd 9%&'. The

m!e ch!r!cter' !re 8e!rin* ',it' (!'ed on the in'tit,tion o- coo,r' ?Met!ic coo,r'

i3e (,e4 *re5 !nd (!c3@. S,it' !re com(ined 8ith i*ht 'hirt' ?e'6eci!5 8hite 'hirt'@.

The oo3 8!' m!de ,6 o- ! 'i*ht5!c3et 'ho,der' -oo8in* n!t,r! ine'4 !

n!rro8 c,t4 ! (o8er h!t4 !nd !n o)erco!t. There !re 'ome o(>ecti)e corre!ti)e' th!t

he6 to (e the e+ten'ion o- the m!e&' ch!r!cter' ',ch !' ',itc!'e' or c!ne'.


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The *!''e' m!de the dierence. It !'o m!de it )er5 credi(e to 8e!r *!''e'. ?C!r3!ne 't5e@. G!''e' h!)e (ecome 'omethin* to com6ete the oo3.

The 't5e !do6ted (5 8omen in the $%' !nd 9%&' i' (e't dened !' -eminine4

'en',o,' !nd ee*!nt. The *,re 8!' m!>or5 hi*hi*hted (5 the o,tt' cothe'. The

-!'hion in the -tie' e)o)ed to -,er c!-en*th '3irt' !nd 'o-t 'ho,der ine' th!t

enh!nced ! 8om!n' *,re. The 'h!6e o- the cothe' 8!' c!te*oried (5 dre''e' th!t

h!d ! (eo8midc!- en*th4 -,'3irt4 6ointed (,'t4 'm! 8!i't4 !nd ro,nded 'ho,der

ine. Se)er! 8omen h!d t!3en to 8e!rin* tro,'er'. And in the 'i+tie'4 the5 contin,edto 8e!r 6!nt'.

D,rin* the d!54 the -orm! 8e!r 8!' dened ',it' 8hich com(ined >!c3et'4 '3irt'4 h!t'

!nd *o)e'. =omen 8ore dre''e' *ener!5 o6ted -or 6!ttern' 8ith -, '3irt' !nd !

tted (odice. E)enin* dre''e' o-ten 8ere o- the '!me en*th !' d!5 dre''e' !nd 8ere

com(ined 8ith ! 'hort4 (oero >!c3et.


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The mo't -!mo,' icon' in -!'hion 8ere Dior !nd Ch!ne. In the !te "#$%' Coco

Ch!ne he!dined 8ith the Ch!ne ',it4 ! (r!id trimmed >!c3et 't5ed !-ter c!rdi*!n

8orn 8ith !n Aine '3irt.

FIGURE HEBAIOUR: M!d Men hi*hi*ht' the -em!e o66re''ion o- 6!tri!rch!

ideoo*ie'. Bo8e)er4 it !'o dr!8' the !ttention to the 'hi-t' th!t 8ere occ,rrin* !'

the re',t o- the im6!ct o- 'econd 8!)e -emini'm.

There !re t8o 8edened dierent -em!e 6er'on!itie'. The r't one4 the

ho,'e8i-e4 8ho dom!in' the dome'tic '6!ce o- her home4 t!3e' c!re 3id' !nd m,'t

!cce6t 8h!t her h,'(!nd '!5' !nd !ct' !ccordin* to 'oci!5 !cce6t!(e -eminine

decor,m. And the 'econd one4 the -emini't 8or3ed c!''4 8ho trie' to ri'e4 (!'ed on

(oo'tin* m!e e*o' !nd 'ed,cin* men 8ith 6!5-, ect' o- the m!e *!e !nd the5 t!3e !d)!nt!*e o- it.

The *,re o- the m!e' ch!r!cter' i' re6re'ented thro,*h m!'c,init5 !nd 6!tri!rch!

'tr,ct,re'. Don4 the m!in ch!r!cter4 '!5' !$%&m not going to let a woman talk to me

like this, he re-er' to R!che Men3en. Don re6re'ent' the (od5 o- m!'c,ine

6er-ection4 6o8er !nd 6ri)ie*e4 inde6endence !nd -reedom. Thi' 'tron* identit5 i'

-oo8ed (5 hi' 6!rtner' 8ho 'ee Don !' ! )er5 ',cce''-, m!n.

There i' ! coecti)e -!nt!'5 con'tr,ction in the 'ociet5 ',66orted (5 the !d)erti'in*

ind,'tr5 4 the ,'e o- 'oci! )!,e' !nd the 6re)!iin* im!*in!r5 home!nd o-

0Americ!n Dre!m1 thi' !cti)!te the de'ire to con',me ! t56e o- thin*' !nd it i'6ercei)ed !' 6ro*re''.

MAEUP:


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"#9%' hi*h-!'hion m!3e,6 (ec!me ! !(o,t the e5e' !nd -, i6' 8ith (ri*ht coor'

the re't o- the -!ce 8!' 3e6t more 'o-t !nd n!t,r!4 or 6!e.

CINEMATOGRAPBY ///////////////////////////////////////////////////////////////// //// Cinematography: $'he term o" "ormal analysis that encompasses everything to do with the

camera. y *my +illareo

At the (e*innin* o- the e6i'ode4 the c!mer! tr!)e' -rom one 6oint o- ! ni*ht (!r4 !nd

then it i' r,nnin* the en*th o- ! (!r !nd ni'he' the 'hot on the (!c3 o- ! m!n.

A oom 'hot !o8' ch!n*in* the di't!nce (et8een the c!mer! !nd the ',(>ect

8itho,t mo)in* the c!mer!. It ni'he' 8ith !n o)er the 'ho,der 'hot !nd ! co'e,6

'hot o- the he!d&' m!n.

In the ne+t 'cene4 the c!mer! cro''e' the !+i' !nd the c!mer! 'hot4 no84 i' (!'ed on

the "J%K de*ree r,e.


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There i' ! co'e,6 'hot o- the ch!r!cter !nd then ! co'e,6 'hot o- hi' h!nd' to 'ho8

det!i'. ?There !re n!63in' 8hich h!)e 'ome ide!' 8ritten@

Don h!' ! con)er'!tion 8ith ! 8!iter 'o the c!mer! cro''e' the !+i' !*!in !nd !*!in.

The -r!me i' con't!nt5 ch!n*in* -rom Don&' 6er'6ecti)e ?! co'e,6 'hot@ to the

8!iter&' 6er'6ecti)e ?! medi,m 'hot@.

The -r!me 8hich 'ho8' the entr!nce to the Sterin* Coo6er H,idin* i' 'hot on

oc!tion in M!di'on A)en,e. Bere4 there i' ! to6 'hot oo3in* direct5 do8n on ! 'cene

-rom the to6 o- the (,idin*.

There i' !nother 'cene 8hich 'ho8' ! +ed 'hot -oc,'in* on ! (ei*e 'o-!.

The 't!tic c!mer! record' ! 'e,ence o- -r!me' in 8hich the ch!r!cter mo)e' in !

8!5 th!t ie' on the 'o-!. Be oo3' ,6 to the ceiin* !nd 'ee' !


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The 'hot 'ho8' the ch!r!cter&' 6er'6ecti)e !nd the (ri*ht o- the !m6 t!3e' the)ie8er to im!*ine the ch!r!cter&' dre!m.

MAD MEN AND TBE AMERICANDREAM////////////////////////////////////////

M!d Men 'ho8' the !d)erti'in*&' 8ord in the $%&' or 9%&' (,t !'o concentr!te' the

'ho8 in Americ!n i-e !nd c,t,re. =hen the e6i'ode 't!r'4 Don Dr!6er i' 'it !one

t!3in* ! coc3t!i in ! (!r. It&' 8orth 6ointin* o,t here th!t Don i' 8hite. =hie S!m4

the 8!iter4 i' (!c3. H!'ic!54 Don4 the m!in ch!r!cter 'e' the Americ!n dre!m.

=hen he re!che' to *r!( 'ome 8ei*ht'4 ! 6,r6e he!rt !(eed $-t. onald Francis

raper -!' to the


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happiness $0appiness is the smell o" a new car, %t&s "reedom "rom "ear . De'6ite o-

hi' !ct,! ',cce''4 he&' 'tr,**in* 8ith the ,e'tion o- ho8 to 'e ci*!rette' in !

8ord 8here the 6,(ic i' 'o85 !8!rdin* to their he!th ri'3'. Be nd' ! ',cce''

'o*!n4 $%t&s toasted 4 to 'e' the (r!nd L,c35 Stri3e. The in'6ired !nd inno)!ti)e

!66ro!ch th!t he *i)e' denote the !(iit5 !nd '3i th!t the ch!r!cter h!' in thi'

(,'ine''

The m!ni6,!tion o- the me''!*e' !(o,t dierent )!,e' in !d' *ener!te' th!t

con',mer' (,5 e)er5thin* 8hich '!ti'ed their need'4 e)en 0e)er5thin*1 not '!ti'ed

their re! need' (,t he6' 6eo6e to -ee 6!rt o- the 'ociet5. The !e'thetic' o- -em!e

(e!,t5 c!6t,re' thro,*h the tr!dition! ho,'e8i-e4 ! (e!,ti-, !nd n!)e chidi3e4 !nd

the emer*ent *,re o- the 8or3in* 8om!n 8ho i' *!inin* inde6endence n!nci!5

!nd emotion!54 !re ce!r e+!m6e' o- the me''!*e' th!t 'ho8 8!nt' to -oc,' on.=omen !re t!r*eted !' con',mer' !nd con'tit,te the core -or the m!>orit5 o-

!d)erti'in* c!m6!i*n'4 e)en tho,*h the'e !d' -!i to !chie)e the 8omen&' re!

need'. ?In the r't e6i'ode4 Don 8!nt' to oer co,6on' to ho,'e8i-e to 'e

ci*!rette'@.

TBE CBARACTER: RACBEL

MENEN/////////////////////////////////////////////

R!che Men3en i' ! 8eed,c!ted4 'm!rtminded4 'e+5 2e8i'h !d5. She i' the o8ner

o- de6!rtment 'tore ?c!terin* to ! !r*e5 2e8i'h cientee@. Ber -!ther 8or3ed him'e- to the (one to *i)e her the 't!t,' 'he h!' no8 !nd 'he' 8e !8!re o- it. She -ee'

the 6re'',re o- ! d!,*hter 8ho 8!' ',66o'ed to (e ! 'on. She come' to Sterin*

Coo6er !*enc5 to tr5 to *et ne8 ide!' to !d)erti'e her 'tore. There4 'he re6re'ent' !

'tron* 8om!n 8ho i' 8iin* to -!ce 8h!te)er it t!3e' to -, her 8i. She e+ert'

6o8er o)ert him 8hen 'he dem!nd' Don to t,rn her 'tore into the ne+t Ch!nne !nd

'he de*r!de hi' 6o'ition -or hi' 6oor inno)!te ide! to oer co,6on' to ho,'e8i)e'.

She ,'e' her 6o8er to demon'tr!te th!t 'he i' in ch!r*e. Thro,*h the r't e6i'ode4

'he to,che' Don&' ),ner!(iit5 '!5in* $it must be hard being a man too. She 'ee'

th!t Don ,nder't!nd' 8h!t it i' to (e o,t'ide 'ometime' !nd ,'e' it to (re!3 hi'

6re>,dice.

She h!' ! mi+ (et8een Coco Ch!nne !nd 2!c3ie enned5 't5e4 3no8n -or her c!''ic4

t!iored ',it' !nd !d5i3e dre''e'4 !mo't !8!5' in 'tron*4 'oid coor'. The'e cothe'


10/18

de'i*n' e+6re'' inde6endence4 d5n!mi'm !nd dened 'iho,ette'. And o- co,r'e4 it

denote' 'o6hi'tic!tion !nd hi*h 'ociet5 't!t,'.

The 8or3 here i' 6,t in to m!3e her oo3 dierent -rom the re't o- the 8omen in the

c!'t. Ber 2e8i'hne'' 8!' !n e!r5 6ot 6oint. I 8o,d thin3 th!t her !ttr!cti)e (,t not

'e+5 !ttit,de 8o,d !ttr!ct Don&' 6er'on!it5.

ETBNICITY AND

GENDER/////////////////////////////////////////////////////


11/18

There !re 'ome theme' th!t !66e!r on M!d Men in thi' e6i'ode. In the r't 'cene4

Don 'it' !one in ! (!r. A (!c34 *r!5h!ired m!n come' !nd Don !'3' him -or ! i*ht.

Be (e*in' to t!3 8ith the 8!iter4 S!m. Immedi!te54 !nother 8!iter (,t4 thi' time4 !

8hite 8!iter m!n come' !nd !'3' Don i- S!m i' (ein* too ch!tt5. Don '!5' it&' o3!5

!nd order' him !nother drin34 !n od -!'hioned. It i' e)ident the r!ci! di'crimin!tion

!*!in't (!c3 6eo6e in th!t d!5'4 the (!c3 6eo6e on5 occ,6ied o88!*e >o(' ',ch

!' 8!iter4 ee)!tor m!n or dome'tic 'er)ice 8omen.

Another e+!m6e i' the !,'ion o- 2e8'4 'ometime' m!'3ed4 'ometime' o)ert(,t

then4 !8!5' in the conte+t o- the 0c!',! !ntiSemiti'm1. It h!' re!tion 8ith the 'o8

emer*ence o- 2e8i'h c,t,re into the Americ!n m!in'tre!m. E)en Don Dr!6er i' not

imm,ne to 'ome -orm o- 6re>,dice. Thi' he re!ie' 8hen he meet' the cient -rom the

Men3en' De6!rtment Store 8ho 8!' ! 8om!n. Bi' mi't!3e i' e)en more em6h!'ied

8hen he -!i' to reco*nie ! coe!*,e4 !nd e+tend' hi' h!nd to him mi't!3in* him -or

their cient. The re!'on -or hi' con-,'ion i' th!t Ro*er 'e!rche' ! 2e8i'h em6o5ee to

he6 im6re'' their 2e8i'h cient !nd thi' 'tr!te*5 end' ,6 h!)in* 'omeone -rom them!iroom 6retend to (e ! mem(er o- the !rt de6!rtment. M!n5 2e8' -o,nd it di;c,t

to enter the m!in'tre!m !d)erti'in* comm,nit54 !' o-ten cient' re-,'ed to h!)e them

8or3in* in their !cco,nt'. 2e8' 8ere on5 !cce6ted !t 2e8i'h !*encie'

Then4 other contro)er'i! theme -or the time i' the homo'e+,!it54 8hich i' o)ert

,nder the ch!r!cter o- S!4 8ho hi' co'ed homo'e+,!it5 i' in)i'i(e to Don.

It i' !ccom6!nied 8ith ! r!ci! !nd 'e+,! intoer!nce4 !nd -em!e ',(ordin!tion.

The 6ro*re''i)e -em!e )ie8' !re enc!6',!ted in 2o!n !d)ice '6eech to Pe**5 in

8hich 'he ',**e'ted th!t Pe**5 *o home !nd t!3e 5o,r cothe' o in -ront o- ! mirror4

6!ce ! 6!6er (!* o)er her he!d !nd e)!,!te the 'tren*th' !nd 8e!3ne''e' o- her

!66e!r!nce.


12/18

H,t !t the '!me time4 2o!n (eie-' in -em!e in-eriorit54 '!5in* th!t !$the men who

designed the typewriter made it simple enough "or a woman to use

A'o4 it em6h!'ie' the di;c,tie' 6re'ented in -em!e 8or3in* c!'' ,nder the 8hite

m!e domin!nce.

H!'ed on her e+6erience (e5ond the o;ce 2o!n 3no8' )er5 8e ho8 to 'er)e their

m!'ter' hintin* th!t their 'er)ice' 'ometime' e+tend to the (edroom. Tr5in* to !d!6t

her in the rh5thm o- the o;ce4 Pe**5 !ttem6t' to 'ed,ce Don Dr!6er on her r't d!5

!nd -!i'.


13/18

NARRATOLOGY///////////////////////////////////////////////////////////

///

T 'erie': M!d Men4 Se!'on one4 E6i'ode one.

PLOT: The e6i'ode 't!r' 8ith the m!in ch!r!cter4 Don Dr!6er4 'it' !one 'cri((in*

ne8 ide!' in ! noi'5 (!r. A (!c34 *re5 h!ired 8!iter m!n come' ,6 !nd Don !'3' him

-or ! i*ht. Don (e*in' ! t!3 !(o,t ci*!rette' 8ith S!m4 the 8!iter. A 8hite 8!iter

m!n come' to !'3 Don i- S!m i' (ein* too t!3!ti)e. Don '!5' it&' o3!5 !nd order'

him !nother od -!'hioned.

L!ter th!t ni*ht4 Don 3noc3' !t Mid*e&' door4 !n !rti't -riend o- him. Be te' her

!(o,t hi' to(!cco c!m6!i*n. Be nd' com-ort to hi' -r,'tr!tion o- hi' 8or3 on Mid*e&'

!rm'. She i' ! 3ind o- o)er in 8hich Don c!n *o to e'c!6e o- hi' -r,'tr!tion' !nd tr,5

to (e him. The5 m!3e o)e. The mornin* come' !nd the5 8!3e ,6 to*ether. Don

e!)e' the !6!rtment to *o to 8or3. Don ',**e't' the5 *et m!rried4 Mid*e '!5' no.

Don !*!in e+6re''e' -e!r !(o,t the to(!cco meetin*.

In the Sterin* Coo6er H,idin* ! (,nch o- (,'ine'' 6eo6e i' !rri)in* !t 8or3. Pe**54

on her r't d!54 *et' into the ee)!tor 8ith three *,5' 8ho !re (ehind her. The5 8!3

(5 the corridor o- the


14/18

-or the meetin*4 Don !d)i'e' Pete -or hi' (eh!)io,r !nd then the5 !rri)e !t the

Men3en' meetin*.

Pe**5 )i'it' the *5necoo*i't recommended (5 2o!n Boo8!5. Be 8rite' ! 6re'cri6tion

-or Eno)id.

R!che Men3en i' de-r!,ded 8ith the ide!' 6re'ented in the meetin*. Don end' ,6

e!)in* the meetin*.

Don h!' ! meetin* 8ith L,c35 Stri3e. The ',dden intere't on the he!th c!im'

*ener!te' ! cri'i' 8ithin the to(!cco com6!n5. The cient i' 8!itin* ! *ood !r*,ment

to *ht 8ith the 6ro(em (,t Don i' 'ient !nd 6!r!5ed. To 'o)e the 'it,!tion4 Pete

trie' to m!3e ! mo)e e+6o'in* ! 'o,tion. Di'!66ointed !t the 6o''i(e re',t4 the

cient trie' to e!)e the o;ce. In th!t moment4 Don 6ro6o'e' 'omethin* dierent. Don

*i)e' ! 0To!'ted 0'6eech. E)er5one ',r6ri'e' (5 the !(iit5 o- Don to con)ince the

cient. Ro*er !nd Don drin3 cee(r!tin* the L,c35 Stri3e !cco,nt. Ro*er comment'

!(o,t ! Ni+on 6re'identi! c!m6!i*n.

Pe**5 in'in,!te' Don4 (,t he 6,t' her in her 6!ce. Pete t!3e' the *,5' in to cee(r!te

Don' ',cce'' !nd then the5 *o to the (!cheor 6!rt5.

Don meet' R!che in ! re't!,r!nt he !6oo*ie' !nd *i)e' her ! cod )ie8 o- i-e !ndo)e. She 'ee' ho8 'imi!r the5 !re. She ',**e't' ! ne8 meetin* to Mond!5 mornin*.

Don t!3e' the tr!in !nd dri)e' to hi' ho,'e. Bi' 8i-e !8!3e' 8hen 'he he!r' him

!rri)in*. The5 (e*in 3i''in*. Be *oe' to 'ee the 3id'4 !nd hi' 8i-e enter' to the

chidren&' (edroom.

STORY AND SOUND

TRAC/////////////////////////////////////////////////////

STORY

E)ent' recon'tr,cted in chronoo*ic!

order.

T8o con'ec,ti)e d!5' in M!rch4 "#9%.

SOUND TRAC

The 'o,nd' o- >! !nd (,e' *o (!c3

5o, to the *oden !*e 8here

rom!ntici'm !nd modernit5 come

to*ether in ! 'en'e o- 6ro*re''.

O6enin* credit'. A He!,ti-, Mine (5 R2D7.

O6enin* 'cene4 Don4 the m!in ch!r!cter i'

'ittin* in ! (!r4 'cri((in* do8n ide!'. At

ni*ht.

0H!nd o- God1 (5 Don Cherr5.

L!ter4 Don )i'it' hi' o)er Mid*e. Be t!3'

to Mid*e !(o,t hi' ci*!rette 8or3 !nd 'he

6,t' on ! record. In the mornin*4 he e!)e'

the Mid*e &' !6!rtment.

0Unidentied 'on*1.

The entr!nce to the Sterin* Coo6er

H,idin*. There !re three men 8ho h!)e !t!3 in the ee)!tor.

Ee)!tor Go''i6 (5 D!)id

C!r(on!r!.

2o!n *i)e' Pe**54 the ne8 'ecret!r54 !n

o;ce to,r !nd 'he *i)e' Pe**5 'ome 6iece

The Ne8 Gir (5 D!)id C!r(on!r!.


15/18

o- !d)ice.

Ro*er !nd Don h!)e ! con)er'!tion !(o,t

the to(!cco !cco,nt 8hie Don ch!n*e' hi'

'hirt.

Don re!che' to *r!( 'ome 8ei*ht' !

6,r6e he!rt -!' to the


16/18

A-ter ! -e8 'econd' the o;ce cr,m(e' !t once4 'endin* the entire content' o- the

o;ce4 inc,din* the 'iho,ette him'e-4 c!'c!din* into ! do8n8!rd '6ir! o-

!d)erti'ement'4 'miin* !die'4 !nd 'o*!n'.

It end' 8ith the '!me 'iho,ette re'tin* in ! ch!ir 8ith ! ci*!rette 8hie the tite to the

'ho8 !66e!r' !nd 'et' o into the e6i'ode.

Thi' o6enin* m!tche' the )i',! 't5e o- the 'ho84 'et' me!nin* in the

!d)erti'ement' th!t in 'ome 6!rt re6re'ent the Americ!n dre!m: ! -!mi5 8ith 3id'4

8eddin* rin*4 !nd !n !ttr!cti)e -em!e. Addition!5 there !re !d' o- i,or !nd 'e+.

i'i(5 notice!(e i' !n !d -or ! ent,c35 Ho,r(on c!ed 0Od T!5or J91 8hich come'

8ith the t!* ine 0En>o5 the (e't Americ! h!' to oer.1


17/18


18/18

Thi' co,d (e '5m(oic o- ho8 he 8i contin,!5 *i)e into i,or !nd !!ir' 8ith other

8omen4 !nd ho8 6o8er-, their im6!ct i' on ch!r!cter' i-e.

The o6enin* credit 'e,ence i' -, o- o()io,' !nd hidden c,e' !' to 8h!t thi' 'erie'

i' ! !(o,t. The on5 *,re 5o, 'ee i' the -!in* m!n. A' the m!n h!' no identit54 it

e!)e' the ,e'tion !' to 8h!t the 6rot!*oni't 8i (e4 8h!t 3ind o- ch!r!cter' it 8i

enco,nter4 !nd the 6ot o- the 'erie' o)er!.

O('er)!tion: !n intere'ted 6oint th!t I -o,nd in)e'ti*!tin* the 'erie' i' thi' initi!

-,er conce6t o- o6enin* credit'.

The -r!me' 'ho8 ! 'iho,etted *,5 r,nnin* !nd (ein* ch!'ed. The me!nin* o- the

'ho84 the e''ence o- the ch!r!cter 8o,d (e mi',nder'tood or mi'inter6reted -or th!t

re!'on it 8!' ch!n*ed.

Atho,*h in thi' 'e,ence there i' more coor4 the 't5in*4 the 6rod,ction de'i*n !nd

the *r!6h 6!6er '35'cr!6er ide!4 !nd the Q9%' !rchitect,re in'ide the !*enc5 ide!'

8ere con'er)ed in the !'t n! o6enin* credit'.

Y!nin! Ri*on!t.

Mad Men - Language and Culture II

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