Textual Analysis of Mad Men S1E1

Camera

At the start of the scene, a birds eye establishing shot is used to set the scene of a bustling American downtown city. This is effective as it informs the audience of the type of scene they are about to witness. As the new secretary is shown around the office, a tracking shot is used to follow the two women. This is used to represent the business of the office setting in 60s America. As the two women later have a conversation, the director an over the shoulder shot reverse shot to isolate the conversation. This creates a clear link between the characters and resembles the importance of women looking out for each other in the office.

Sound

As the men enter the office building, non diegetic music from the 60s era plays, in order to establish the time period of the setting. As the two women walk around the office, there is diegetic ambient sound of chatter around the office. This represents the business of 1960s corporate America and indicates that this could be a stressful setting for the women working.

Mise en scene

The men who enter the office building are dressed in suits and a fedora hat. This is a stereotypical view of working men in 1960s America and represents their powerful career position and superiority in the workplace. The image of the working women differs greatly. The women are dressed in bright, attractive clothing to appeal to the working men. This view of women is very sexist as it indicates that men have power over them. The text covers issues with sexism in corporate America that were rife in the 1960s.

Editing

Continuity editing is used throughout the text in order to give the narrative a natural flow. This makes it simple to allow the narrative to proceed and outline common issues.