When this gem arrived I thought, “oh cool, I’ll read this someday”, like I do with almost all non-fiction that comes my way. Once I picked it up, and it’s got a great feel to it, weight, touch, even smell, I knew I was going to be sucked in.  I’ve been dragging my feet in finishing it, like any good book, you don’t want it to be over, and this is no different. There are books about television shows, some with pictures, and not much else, and others that sort of brush over the television show with little or no substance. Natasha Vargas-Cooper, or NVC as I call her, (my interview with her will run tomorrow) has done a spectacular job with this delectable and incredibly engaging examination of a television show that has renewed my faith in the medium, by honestly examining the advertising campaigns that shape Don Draper and Mad Men, and how they effect the world we live in. Or how Don and Co. shaped our lives.

I skipped Mad Men the first season, and was I sorry. When I finally did catch up it took my two years to fully absorb Don and Betty Draper, the boys at Sterling Cooper, Pete and Roger, and “girl”, who all took up a place in my mind like a good friend who knows just what I like. I was shocked by NVC’s canny knack at capturing not only what Draper and Co. feels or is affected by, but she develops a magnetic vernacular in detailing the moments in culture which are created by the advertisement campaigns these men develop. In this year’s season premiere, Don takes to task the makers of a swimsuit, and throws them out of the office when they won’t conform to his risqué advertisements, which are basically soft porn. When Don snaps his fingers, snap, snap, snap, “lets go, I mean it, get out of here.” I was floored. How could a man who develops ideas that will slip weave their way into the coils of the common man and woman be so callous with clients, especially since this season Don has started a new agency. How? Because he’s a risk taker and a reckless man, to know Don is to quote him, “live like there’s no tomorrow, because there probably isn’t.”

Draper is trying to get around how bad smoking can be for you, by dismissing the statistics, really, he throws them away, and sticks to “it’s toasted” a line he tries to sell the cigarette maker he’s been tasked to promote.  Don smokes like a chimney, and it’s a form of his masculinity that is on display, his ability to smoke and look good doing it, plus it’s his crutch, for when he has nothing to say, or doesn’t want to say anything. Don never passes up an opportunity to keep his mouth shut and NVC explains this parallel nicely, and in essence defines Draper.

Each section of this book covers something different from the early 60’s, movies, travel, skinny ties, Pete’s college look, and Jackie Kennedy’s interior decorating, just to name a few, and there is an accompanying essay with each picture. I especially like the section about John Cheever and how Draper’s life on the show is very much like a Cheever story. The creator of another AMC show called Rubicon, which is basically a low-fi espionage, referred to Mad Men as John Cheever on television.  By the time you get to the section on the counter culture of the 60’s and how it related to the show, you’ll remember (if you’ve seen this early episode) that Draper and his hippie girlfriend are falling apart, and Don comes to her pad for a quick fuck and a break from his job and life only to find her with a friend who is dropping out and doing drugs, a bohemian to be exact. The Man in the Fez Hat as he’s called is busting Don’s balls about his conformity and it gets around to a moment where Don is given to reflecting on life, which he can do at a moment’s notice, he tells the man to make something of himself, and this man says “Like you? You make a lie. You invent want. You’re for them, not us.” This man thinks all Ad Men are bullshit, Don is wise to it almost instantly, replying, “Well, I hate to break it to you, but there is no big lie. There is no system. The universe is indifferent.” The Man in the Fez hat replies, “Man, why did you have to say that?” It’s funny and it’s true, because the Man in the Fez hat has just been called on his bullshit. Don is capable of incredible insight, profound even, I know it’s the writing of the show, but I wonder did Don make the times he lived in, or did the times shape him? It certainly is up for debate, and with this wonderful work of art, NVC makes the case for both sides.  -JR

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3G1B is the collaboration of four friends and colleagues in the book business. Together, they review books and stories, interview authors, and maintain an ongoing conversation about publishing, bookselling, writing, pr, and nearly anything else.

JONATHAN EVISON is the author of All About Lulu and West of Here and TNB's Executive Editor. He likes rabbits. He also likes being the ambiguous fourth guy in the “Three Guys” triumvirate. He is the founder of the secret society, The Fiction Files (if he told, he’d have to kill you). He has a website, but it’s old. Just google him.

DENNIS HARITOU has bought books for Barnes and Noble for seven years, for warehouse clubs for five, and has led a book club. He is currently Director of Merchandise at Bookazine.

JASON CHAMBERS has been in the book business for over fifteen years, including tenures as General Manager/Buyer at Book Peddlers in Athens, GA, and seven years as a Buyer and Merchandise Manager at Bookazine. He now works as an bookstore consultant and occasional web designer.

JASON RICE has worked in the book business for ten years at Random House in sales and marketing and Barnes & Noble as a community relations manager. Currently he is an Assistant Sales Manager and Buyer at Bookazine. His fiction has appeared in several literary magazines online and in print. He was once the pseudonymous book reviewer Frank Bascombe for Ain’t It Cool News. He’s taught photography to American students in the South of France, worked as a bicycle messenger in New York City, and for a long time worked very hard in the film & television business in NYC. Production experience includes the television shows Pete & Pete, Can We Shop ( Joan Rivers' old shopping show), and the films The Pallbearer, Flirting With Disaster, and countless commercials---even a Christina Applegate movie that went straight to video.

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