Mad Men 1x13

The Wheel

Season 1, Episode 13

& Betty: How could someone do that to the person that they love? That they have children with? Doesn't this all mean anything?
    Don: Who knows why people do what they do?


& Duck: It's actually a hell of a gadget. It's continuous, doesn't jam. They call it the Doughnut or the Wheel. They're expecting something along those lines.
    Don: Kodak reinvented the wheel. They're going to hear that ten times.
    Duck: They want you to use the words Research and Development in the ads. But ifyou could find a way to put the Wheel and the Future into something with some legs, you could make me look good my first month here.


& Customer (Kodak): So have you figured out a way to work the wheel into it? We know it's hard because wheels aren't really seen as exciting technology, even though they are the original.
    Don: Well, technology is a glittering* lure*, but there's the rare occasion when the public can be engaged on the level beyond flash, if they have a sentimental bond with the product.
        My first job, I was in house at a fur company with this old pro copywriter, a Greek named Teddy. And Teddy told me the most important idea in advertising is "new." Creates an itch*. You simply put your product in there as a kind of... calamine lotion. He also talked about a deeper bond with the product.
        Nostalgia... It's delicate... but potent. Teddy told me that in Greek, "nostalgia" literally means "the pain from an old wound." It's a twinge* in your heart far more powerful than memory alone. This device isn't a spaceship, it's a time machine. It goes backwards, and forwards... it takes us to a place where we ache to go again. It's not called the wheel, it's called the carousel. It let's us travel the way a child travels — around and around, and back home again, to a place where we know are loved.

---

& Betty: The way he m... he makes love... sometimes it's what I want. But sometimes it's obviously what someone else wants. I suppose it means I'm not enough. But maybe it... it's just him.


& Joan 2 Peggy: I said congratulations, didn't I? Although sometimes when people get what they want, they realize how limited their goals were...


--Dict:
glittering — сверкающий
lure — приманка; соблазн; наживка
itch — зуд; чесотка; непреодолимое желание
twinge — вызывать приступ боли


On Imdb


! Удивительно видеть, как происходит рождение идеи (проектор Кодака =>
колесо => разговоры => личная жизнь => оп-па! Куколка-а-не-просто-идея =>
продажа => заказчик в шоке (в хорошем смысле этого слова))

! Урок рекламы от Дрейпера. Вау. Вау.

! Пегги, "бедная" Пегги... Столько всего навалилось, но как сказал Ken Cosgrove: 'She was like Kinsey but with balls.' Железная леди растёт.

. Достаточно скромный конец сезона, если рассматривать его на фоне "гранд финала" Лоста и последнего эпизода Большого взрыва. Хотя сам по себе очень насыщенный развязками, кульминациями старых сюжетов и дверцами к новым.