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Don Draper and the Emotions of Genius

by Tristan J Nankervis Don Draper is a genius ad-man. In the first episode of Mad Men, this is played as an ability to pull the magic answer to an immediate problem out of thin air; this is a traditional approach to genius in American pop culture across any field. Usually, it’s played as either […]

by Tristan J Nankervis

Don Draper is a genius ad-man. In the first episode of Mad Men, this is played as an ability to pull the magic answer to an immediate problem out of thin air; this is a traditional approach to genius in American pop culture across any field. Usually, it’s played as either recalling simple facts at lightning speed or being able to build objects useful to the current situation. Don’s genius in the pilot is slightly rarer and closer to Dr House – summoning a correct answer via intuition and metaphor. The series, however, quickly and ultimately complicates this with an idea that is actionable to the viewer, and therefore much more interesting than most presentations of genius: Don simply enjoys doing the work you have to do anyway.

The thing that keeps Don sympathetic, even as he’s an antihero asshole, is that he’s curious about other people – both for its own sake and to further his work. Even if he didn’t have advertising, he’d still be going out and listening to people, picking up their views, and working out how he relates to them. For him, the pitches are essentially an outlet for his theories on human nature. And for him, the art of advertising – the imagery, the lines – are things he’d be collating and interpolating anyway.

Which is another way of saying he is always practising. Capitalists often profess that its advantage is that it provides real, concrete feedback for ideas – the marketplace of ideas being the standard term – and for Don, that’s very much true. Even outside the literal system of clients, he can see what audiences are responding to, both in his own work and in others, as well as awards and other forms of recognition. He would be making advertising in one form or another regardless, but he also has meaningful feedback to learn from.

What’s interesting about Mad Men and what makes it worthy art is that it explores the emotions of this experience. Aside from the fact that his art is ephemeral and arguably makes the world worse, he’s also taken aback by how easy it is, especially compared to other people. People (often young people) enjoy self-identifying as geniuses because of the idea that they inherently get something with very little work; Don, interestingly, wonders if he doesn’t deserve his success because of how easily it came to him.

Mad Men takes pains to show he came from a place that valorized hard work; the working class and poor often take identity and value from the fact that they have to work and sweat to make a living, unlike those pampered upper class and inner-city types who live and work in comfortable, climate-controlled environments. Look up the book The Classic Slum by Robert Roberts, which delves heavily into this; it’s standard human nature to rationalize the life you lived, and if Don is separate from most of humanity, it’s not in something he has, but in what he lacks: that ability to justify to himself what he was going to do anyway.

Don is so inclined to soak up human self-expression – film, television, novels, poetry, other advertising – that he fails to see what he does as work. There’s a great line in the second episode of the whole series when Roger remarks to Don, “I can never get used to the fact that most of the time it looks like you’re doing nothing,” because of course, Don is interpolating the things he’s seen, trying to work out how they fit together into the message he wants to convey and the image he wants to express. For some people – especially Roger – that introspection is a lot of work; for Don, it’s life. The tragedy of Don Draper is that he’s only dimly aware that how he’s living is how, ideally, everyone would be living all the time – following their harmless impulses into productivity. Following their own genius.