Mad Men.

Abstract

In Mad Men, woman is a question of image. She is the reflection of a consumption culture that has provided with the tools necessary to imagine another society, another world. Don Draper, its main character, represents the style of this universe. The ideal of a time, the 60’s, when woman is still objectified in advertising. A decade, focused on the conquest of the inner emotions of society, that cinema represents through an aesthetic of that imagined, where reality mixes up with evocation and the real woman is contaminated with the dominant male fantasies.