Webster’s Dictionary defines happiness as “a state of well-being and contentment; joy…a pleasurable or satisfying experience.” It offers an obsolete definition as well: “good fortune; prosperity.” Here it draws close to the definition articulated by Don Draper—Draper’s Dictionary, so to speak—back in Mad Men‘s very first episode. “Advertising,” he tells his clients, “is based on one thing: happiness. And you know what happiness is? Happiness is the smell of a new car. It’s freedom from fear. It’s a billboard on the side of the road that screams with reassurance that whatever you are doing is okay. You are okay.” Whatever else a life of safety, comfort, and new cars involves, good fortune and prosperity are certainly key ingredients.
But this is itself an obsolete definition. In Season Five, the revised edition of Draper’s Dictionary presented a more up-to-date version, aimed at skeptical DuPont executives who didn’t understand why they’d hire Don to blow up their marketing strategy when they’re on top of the market. Don’s answer? “Because even though success is a reality, its effects are temporary. You get hungry even though you’ve just eaten…. You’re happy because you’re successful—for now. But what is happiness? It’s a moment before you need more happiness.” The goal can never be reached, because it is, by definition, unreachable. A moment of happiness is just that: a moment. When it ends—and it always ends—the hunt begins again.
I reviewed the final Mad Men season premiere for Wired, once again viewing the show through the ad campaigns the characters are working on. This show is a feast, and I’ll be sorry when it ends.
Tags: Mad Men, reviews, TV, TV reviews, Wired