On Mad Men’s cynical finale

In an early scene in “Person to Person,” the series finale of Mad Men, Joan Holloway tries cocaine for the first time. “I feel like someone just gave me very good news,” she beams, offering an advertising tag. The coke-sniffing detail seemed odd to me at first—perhaps it was another way for the series to signal the end of the sixties, to introduce the next drug, the next product to fuel future decades.

The final moments of “Person to Person,” however, show that the cocaine scene is an early reading rule. Joan’s testimony of the “Good News” comes from artificial inducement. Impermanent, intoxicating, and addictive, the coke here prefigures the Coke at the show’s end. Fittingly, Mad Men ends with a television commercial, the 1971 “I’d Like to Buy a the World a Coke” Coca-Cola ad.

The ad itself is a genius piece of propaganda: Buy a Coke, become a better person. Not feeling so good? Buy some more Coke. This ad strikes me as a prototypical example of what Slavoj Žižek would critique a few decades later as “the ultimate form of consumerism,” products that allow us “to be a consumerist, without any bad conscience, because the price for the countermeasure, for fighting consumerism, is already included into the price of a commodity.”

What’s the countermeasure, the counterforce then? All those supposed-values of the 1960s, which Don plunders for his career-restoring campaign. He cribs this vision of peace, love, and understanding from the New Age hucksters who are only too happy to take what’s left of our ad man’s money.

Don’s insight comes through a (purposefully facile?) moment of catharsis. In group therapy, a man takes the empty chair that Don’s counselor would have liked Don to fill himself. Don is spared testifying; the stranger will perform in his stead. He tells a story about feeling like a product on a shelf in a fridge, isolated, alienated. The core of his little monologue is about not understanding love, not knowing how to love or be loved. In a rare moment of empathy, Don has his big important cathartic release, and hugs the man, who has reminded Don of what Don already knew, but had been ignoring: People want to feel loved.

Earlier in the season, Don shot down an ad idea that had to do with love — “Love again? We always use that,” he says (or something close to that). But here, disconnected (almost all meaningful conversations in the episode are mediated through telephones), he’s reminded that what people want is touch, the sensation or feeling of love. And he can sell them that: The feeling of the feeling of love. 

Here’s the show’s last moments:

The pat montage ties an unusually neat bow on the series’ major storylines. I’d argue that it’s best read ironically, something of a send-up of our desires, our wish for the characters we “love” to experience “love.”

This ironic reading bears out in light of the notes that punctuate the conclusion. The meditation-leader promises “new lives…a new you,” words that might be used to sell almost anything, from soap to hope. A chime then initiates om meditation, and the series ends with three notes: The chime, a smile on Don’s face, and the opening bars of “I’d Like to Buy a the World a Coke.” The chime recalls a ringing cash register, and Don’s smile is an epiphany of how to sell love. Matthew Weiner ends his seven season project with an ad, a cynical joke on the audience. I loved it.

Or maybe my ironic reading is wrong. Maybe there isn’t a cynical joke on the audience here. Maybe the simple resolutions were the best Weiner et al could do. Maybe the show is just a really good-looking glossy prime-time soap opera (it is), and like all soap operas it was designed to sell soap.

“My Appearance” — David Foster Wallace

I am a woman who appeared in public on Late Night with David Letterman on March 22, 1989.

In the words of my husband, Rudy, I am a woman whose face and attitudes are known to something over half of the measurable population of the United States, whose name is on lips and covers and screens. Whose heart’s heart is invisible to the world and unapproachably hidden. Which is what Rudy thought could save me from all this appearance implied.

The week of March 19, 1989, was the week David Letterman’s variety-and-talk show featured a series of taped skits on the private activities and pastimes of executives at NBC. My husband and I sacrificed sleep and stayed up late, watching. My husband, whose name in the entertainment industry is better known than his face, had claimed at first to be neutrally excited about the call I’d gotten from Late Night, though by the time he’d been driven home, he was beginning to worry that this particular public appearance could present problems. He knew and feared Letterman; he claimed to know that Letterman loved to savage female guests. It was on a Sunday that Rudy told me we would need to formulate strategies for my appearance on Late Night. March 22nd was to be a Wednesday.

Read the rest of David Foster Wallace’s short story “My Appearance.”

The Full McBain

The Dr. Katz Thanksgiving Episode

Bart makes the cranberry sauce

“You and he were buddies, weren’t you?”

Angelo Badalamenti discusses creating the music for Twin Peaks