Look at Mad Men, the widely acclaimed TV series about Madison Avenue in the ’60s. (It starts back up April 5.) One of the things the show is acclaimed for is its authenticity, which is significant because, if the show really is authentic, then people in the advertising industry back then spent roughly 90% of their time smoking, drinking or having extramarital sex.
If Mad Men really is authentic, it explains much about the TV commercials of my childhood, which, in terms of intellectual content, make the commercials of today look like Citizen Kane. Back then many commercials featured a Male Authority Figure in the form of an actor pretending to be a doctor or scientist. Sometimes, to indicate how authoritative he was, he wore a white lab coat. The Male Authority Figure usually spoke directly to the camera, sometimes using charts or diagrams to explain important scientific facts, such as that certain brands of cigarettes could actually soothe your throat, or that Anacin could stop all three known medical causes of headaches:
1. Electrical bolts inside your head.
2. A big coiled spring inside your head.
3. A hammer pounding inside your head.
Another standard character in those old commercials was the Desperately Insecure Housewife, who was portrayed by an actress in a dress. The Desperately Insecure Housewife always had some hideous inadequacy as a homemaker — her coffee was bitter, her laundry detergent was ineffective against stains, etc. She couldn’t even escape to the bathroom without being lectured on commode sanitation by a tiny man rowing a rowboat around inside her toilet tank.
Even back then, everybody thought these commercials were stupid. But it wasn’t until years later, when I started watching Mad Men, that I realized why they were so stupid: The people making them were so drunk they had the brain functionality of road salt.
Dave Barry, “The Greatest (Party) Generation”, Wall Street Journal, 2015-02-26.
September 19, 2016
QotD: Mad Men
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