Jackie or Marilyn? The Anatomy of a “Mad Men” Ad Campaign
This fictional Playtex advertisement based in the early American ’60s was featured in the television series Mad Men (2007–2015). The black-and-white dichromatic scheme alternates with two juxtaposed white women, a brunette and a blonde, with the caption “Nothing fits both sides of a woman better than Playtex”. Portraying her side profile, the brunette is clad in black latex undergarments with fur and elegantly holds a cup of tea. On the other hand, with a frontal profile, the blonde is attired in white with a champagne glass and bottle in each hand. Whilst the brunette holds a submissive gaze, the blonde flashes a flirtatious smile.
This dichotomy is an allusion to iconic cultural figures, for the brunette represents Jackie Kennedy Onassis whilst the blonde symbolizes Marilyn Monroe — hence its title “Are you a Jackie or a Marilyn?” This can be connoted through visual cues and cultural symbols — the brunette’s set of pearls and chic bob are imitative of Jackie’s stylistic tastes whereas the blonde’s diamonds and soft curls are reminiscent of Marilyn Monroe’s costume design from the popular Diamonds Are a Girl’s Best Friend song sequence in Gentlemen Prefer Blondes (1953).
Due to its limited written text the image relies heavily on its visuals, which provokes viewers to indulge in a persistent observation to consume and…
