Branding "Frenchness" in Mad Men

This article analyzes "Frenchness" in the American television series Mad Men. Set in New York City's advertising world of Madison Avenue in the 1960s, Mad Men is replete with the products, images, concepts, and language of Frenchness. Likewise, many characters have personal ties to various manifestations of Frenchness in almost every episode of the show's seven seasons. Through an analysis of these occurrences, I argue that Frenchness acts like an intangible product being branded on this show and that, in turn, brands Mad Men itself for the Francophone world.