When I last wrote about Mad Men two weeks ago I mentioned the affinity I had for Peggy, and a commenter noted that they'd never really understood Peggy's appeal, that she seemed entitled to them, and "embodies the kind of "feminism" that places the needs of white, cisgendered, straight, able bodied women at the center of the universe." As if on cue, this week Mad Men provided an episode in which proto-feminist Peggy is invited to comment directly on the civil rights movement and what she said was jarring.
Set up at a bar by her new friend Joyce (Zosia Mamet—yep, of those Mamets, hence the flat affect), Peggy got thrown for a loop when young (white) radical Abe (Charlie Hofheimer) decided to start lecturing her about the moral compromises of her career path. Pointing out that one of her clients was currently under a boycott for refusing to hire African Americans, Abe made fun of her work. "Civil rights isn't a situation to be fixed with some PR campaign," he said, snottily. Thus backed into a corner, Peggy noted, somewhat non sequitur-ishly, that she, as a woman, cannot do many of the things African Americans are also barred from doing. And then comes
the kicker. When Abe notes (incorrectly, both historically and in the show's own context) that there are no African American copywriters, Peggy says: "I'm sure they could have fought their way in like I did; believe me, nobody wanted me there." Abe snorts: "Alright Peggy, we'll have a, uh, civil rights march for women." Peggy picks up her purse.
Most people with a finger on the pulse of pop culture (and I'm guessing that includes you if you're reading this) know that the new season of AMC's Mad Men premiered on Sunday. Now, for those of you who are waiting for it to come out on DVD, fear not: This is our weekly advertising forum, so no plot spoilers will be revealed here. I want to talk instead about the ways in which advertising is being dealt with within the show so far. (If you're interested in a plot discussion though, I like Slate's TV Club. Good stuff.) Now, on to the advertising!