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Mad Men's Guide to Persuasion: 66 Ways Don Draper & Co. Shape Our Desires
Fans of Mad Men can’t get enough of TV's adult soap opera on love and lying, sales and come-ons in 1960s America. But Mad Men ” isn’t just about sex, booze, and flawed relationships—or even about the social changes in 1960s America. At its heart, Mad Men is about persuasion.
Every ad campaign of Don Draper, Peggy Olson, et al. reveals a strategy to persuade people to do something. Mad Men , created and produced by former Sopranos writer/producer Matthew Weiner, is the winner of 15 Emmy awards and four Golden Globes. Critics call it one of the best TV shows ever.
Now Mad Men’s Guide to Persuasion shows the science and logic behind Sterling Draper’s campaigns for Kodak, Jaguar, Belle Jolie lipstick, Maidenform bra, Koss headphones, SnoCone, Heineken, Hershey, and more.
As The New Republic once "The show's method is to take us behind the scenes of the branding of American icons—Lucky Strike cigarettes, Hilton hotels, Life cereal—to show us not how the products themselves were created, but how their 'very sexy … very magical' images were dreamed up."
Using the latest research on human behavior, Charles Euchner shows why Sterling Cooper’s ad campaigns could work. Overall, Mad Men’s Guide to Persuasion explores more than 50 campaigns over Mad Men ’s seven-season run. In brief accounts of the campaigns—and the debates of Don, Peggy, Roger, Pete and Company—Euchner shows how master persuaders tap into basic human desires.
In this pathbreaking book, Charles Euchner taps the greatest minds of psychology, economics, anthropology, and sociology to understand how the world works—all through the popular “frame” of TV’s best drama. Euchner, the author or editor of a dozen books who has taught writing at Yale and Columbia and directed a think tank at Harvard, is the creator and principal of The Elements of Writing.
These brief, clear accounts not only give you more insight into an iconic set of TV characters, but also add insight into modern life, long after the age of the Mad Men .
Because we are a generation removed from the Sixties, we can see the flaws of old, discredited attitudes—about race and sex, booze and business, cities and families. But the challenges that the Mad Men faced decades ago are universal. Mad Men’s Guide to Persuasion is a must-read not just for fans of the TV show, but also In this quick, lively read, Charles Euchner offers a generation of insights into human behavior, wrapped in the titillation and intrigue of the frothiest and most intelligent TV drama of our time.
Every ad campaign of Don Draper, Peggy Olson, et al. reveals a strategy to persuade people to do something. Mad Men , created and produced by former Sopranos writer/producer Matthew Weiner, is the winner of 15 Emmy awards and four Golden Globes. Critics call it one of the best TV shows ever.
Now Mad Men’s Guide to Persuasion shows the science and logic behind Sterling Draper’s campaigns for Kodak, Jaguar, Belle Jolie lipstick, Maidenform bra, Koss headphones, SnoCone, Heineken, Hershey, and more.
As The New Republic once "The show's method is to take us behind the scenes of the branding of American icons—Lucky Strike cigarettes, Hilton hotels, Life cereal—to show us not how the products themselves were created, but how their 'very sexy … very magical' images were dreamed up."
Using the latest research on human behavior, Charles Euchner shows why Sterling Cooper’s ad campaigns could work. Overall, Mad Men’s Guide to Persuasion explores more than 50 campaigns over Mad Men ’s seven-season run. In brief accounts of the campaigns—and the debates of Don, Peggy, Roger, Pete and Company—Euchner shows how master persuaders tap into basic human desires.
In this pathbreaking book, Charles Euchner taps the greatest minds of psychology, economics, anthropology, and sociology to understand how the world works—all through the popular “frame” of TV’s best drama. Euchner, the author or editor of a dozen books who has taught writing at Yale and Columbia and directed a think tank at Harvard, is the creator and principal of The Elements of Writing.
These brief, clear accounts not only give you more insight into an iconic set of TV characters, but also add insight into modern life, long after the age of the Mad Men .
Because we are a generation removed from the Sixties, we can see the flaws of old, discredited attitudes—about race and sex, booze and business, cities and families. But the challenges that the Mad Men faced decades ago are universal. Mad Men’s Guide to Persuasion is a must-read not just for fans of the TV show, but also In this quick, lively read, Charles Euchner offers a generation of insights into human behavior, wrapped in the titillation and intrigue of the frothiest and most intelligent TV drama of our time.
186 pages, Paperback
Published January 14, 2023
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About the author
Charles Euchner
72 books15 followersCharles Euchner is the author or editor of eight books. He teaches writing at Yale University and was the founding executive director of the Rappaport Institute for Greater Boston at Harvard University.
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