Watching Season 2 of Mad Men with its arc of the rise of a female copywriter (Peggy Olsen, played by Elisabeth Moss), I was reminded of that real pioneer woman in advertising, Florence Skelly, who died in 1998 aged 73. I never had the good fortune to work with her, but I have worked with lots of people who did. The stories about her were legion. I recall especially hearing about a series of detailed presentations she gave in the mid-1990s on the attitudes and aspirations of teenagers — those in what we would now call late GenX and early GenY — a group she seemed to know better than any other researcher around. The irony was that she herself was at the cusp of her eighth decade!
Interestingly, season 1 of Mad Men had a couple of scenes involving market researchers, but the one woman was a PhD psychologist with a Central European accent, apparently unable to be creative and clearly instantiating a different (albeit then-common) archetype to Flo Skelly.
On Mad Men, a reminder that Ta-Nehisi Coates, mashing Karl Rove, last October captured the demographic of the typical viewer with great precision:
Even if I’ve never met you, I know you all. You guys are that dude at the country club with the beautiful date, holding a martini and a cigarette, standing against the wall and making snide comments about all the CSI-viewers who pass by. And you’re also a Muslim. Can’t forget Muslim.
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