It’s only when you realize that the most important “eye”—and “I”—in Mad Men belong to the watchful if often uncomprehending children, rather than to the badly behaved and often caricatured adults, that the show’s special appeal comes into focus. In the same Times article, Weiner tried to describe the impulses that lay at the core of his creation, acknowledging that
part of the show is trying to figure out—this sounds really ineloquent—trying to figure out what is the deal with my parents. Am I them? Because you know you are…. The truth is it’s such a trope to sit around and bash your parents. I don’t want it to be like that. They are my inspiration, let’s not pretend.
This, more than anything, explains why the greatest part of the audience for Mad Men is made up not, as you might have imagined at one point, by people of the generation it depicts—people who were in their twenties and thirties and forties in the 1960s, and are now in their sixties and seventies and eighties—but by viewers in their forties and early fifties today, which is to say of an age with those characters’ children. The point of identification is, in the end, not Don but Sally, not Betty but Glen: the watching, hopeful, and so often disillusioned children who would grow up to be this program’s audience, watching their younger selves watch their parents screw up.
Hence both the show’s serious failings and its strong appeal. If so much of Mad Men is curiously opaque, all inexplicable exteriors and posturing, it occurs to you that this is, after all, how the adult world often looks to children; whatever its blankness, that world, as recreated in the show, feels somehow real to those of us who were kids back then. As for the appeal: Who, after all, can resist the fantasy of seeing what your parents were like before you were born, or when you were still little—too little to understand what the deal was with them, something we can only do now, in hindsight? And who, after having that privileged view, would want to dismiss the lives they led and world they inhabited as trivial—as passing fads, moments of madness? Who would still want to bash them, instead of telling them that we know they were bad but that now we forgive them?
‘The Mad Men Account’ March 24, 2011