Mad Men Textual Analysis

Season 2 Episode 1

The opening shot is of a woman’s back. The camera then moves up so the audience can see she is getting ready, which is reflective of the gender roles society inflicts on women: they must look attractive and presentable. There is a Motown song playing, which reflects the time period and increases the pace. The shot then dissolves to other characters getting ready in front of the mirror. Though the first woman is wearing red and ensuring her dress is tight, the next woman is wearing a grey loose dress, which could show that she isn’t as sexually active or doesn’t wish to be as the first woman. This is stereotypical of females, as they are normally presented as being sexually subservient (and if they aren’t then this is portrayed as being a negative aspect). After the second woman the shot dissolves into a man and a woman getting ready. The woman is helping the male get ready, which is a stereotypical portrayal of gender; women are focused more on appearance than men, which is why the male needs help. The music playing is from the 60s, a period where traditional gender roles were fully enforced, which is possibly why these stereotypes are being played. The next scene is of a man in a doctor’s office. The nurse is female and the doctor is male, which is stereotypical as the female has a less important position. The attention of the viewer is also directed mainly to the man being checked, showing he is an important character and that he has power in this scene. In the dialogue that follows, the audience learns that the man does not pay much attention to his health. His replies are also short and brief, and when the doctor asks about his feelings he tried to brush the question off. This conforms to the stereotype of men being unemotional and neglecting of their feelings and health.