Now that people carry media around with them everywhere, advertisers have less incentive to create memorable brands. When ads are invisible to people outside their target audience, it is easier to send messages that would fare badly in the light of public scrutiny – for political actors, Facebook is a dog-whistler’s paradise. Between them, Google, Apple, Facebook and Amazon (about whom Galloway has written an acclaimed, critical book, Sutherland believes that something in the mindset of technologists makes it hard for them to see or admit the value of advertising. Until recently, it was possible to identify somewhere called “Adland” on a map. Yet when asked to say what it is they actually do, they become vague (“communication”) or grandiose (“create culture”). One of these arguments is over his past relationships, when they encounter one of his former girlfriends, Andrea Rhodes (In the sixth season, sometime before January 1968, Draper begins an affair with his married downstairs neighbor, Sylvia Rosen (As the series ends in season seven, Draper, now divorced a second time, is reminded of Rachel while dealing with a conflict at work. His mother died in labor, and his father was killed from a kick by a spooked horse, an accident a 10-year-old Dick witnessed.
Draper is surprised when Megan reveals herself to be intelligent, liberal, and eager to learn from him and Peggy about advertising. Glasses with thick black frames perch on his shaven head. Nobody can say for sure how well advertising on Facebook works, since Facebook refuses to share data with industry bodies. A seriously wounded Whitman switches Draper's dog tags with his own before passing out. Seeking to restore trust in Facebook in the wake of the Cambridge Analytica scandal, he ran full-page ads in newspapers. It is only by being visible to everyone at once that advertising can perform its most valuable role: shaping the cultural meaning of a brand. When Dick wakes up, he sees that Lt. Draper has been killed, burned beyond recognition. Russia’s entire propaganda campaign relies on an advertising model that rewards paranoia and spite. “In luxury goods, for instance, the ad says almost nothing; the cost of the ad almost everything.” Biologists regard the peacock’s tail as an expensive and so unfakeable signal of fitness – a sexual status symbol.
Draper also has a close relationship with Roger Sterling. (" Nixon vs. Kennedy ") Sutherland is somewhat peacockish himself, his generously proportioned figure clothed in tweed and red corduroy, his speech bubbling with jokes, analogies, and asides on Austrian economists.
It isn’t enough for a signal to be costly or surprising, of course; it has to resonate with an audience.
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