Turned Back Mad Men as Intermedial Melodrama
Date
2012
Authors
Rooney, Monique
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Publisher
University of Technology Sydney ePress (UTSePress)
Abstract
In the opening, animated sequence of AMC's 'Mad Men', a silhouetted figure - a businessman - appears with his back turned towards us. In business suit, briefcase in hand, this figure is shown entering an office that, almost immediately, begins to melt. As wall pictures, a desk, chairs and office fan dissolve, the black-suited figure is now reeling through the air, having jumped or fallen from the office skyscraper. As his body drops and turns during the fall, it passes giant billboards of 1960s advertising images and slogans. Over the blonde head of a glamorous model is the promise that you will 'enjoy the best America has to offer' and that 'it's the gift that never fails'. The cartoon credit sequence ends with the falling figure, not reaching ground zero, seated on a couch - his back again turned towards us - looking into a blank, white distance with his arm outstretched in an (overly) familiar gesture of business confidence.
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Source
Cultural Studies Review
Type
Journal article
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Access Statement
Open Access