IntroductionCreated by Matthew Weiner in 2007, the television series Mad Men, from the AMC television network, is set in New York between the late 1950s and early 1960s. According to the network's official website, the series "follows the lives of the ruthlessly competitive men and women of Madison Avenue advertising, an ego-driven world where key players make selling an art" (AMC.com). The show is largely based on Don Draper's relationships in and out of work, as the creative director of Sterling Cooper. According to AMC's website, the premise describes how Don Draper "struggles to stay one step ahead of the rapidly changing times and the young executives nipping at his heels. The series also authentically depicts the roles of men and women in this era, exploring true human nature under the guise of traditional 1960s family values.” Since I am a die-hard fan of the show, I have watched every episode to date. Therefore, I saw Don Draper's struggle with his personal identity. Accordingly, I will try to examine it with the reading Identification by Kenneth Burke (1950). Over the course of the episodes of the first three seasons, we see how Don Draper reveals some of his past identity fraud, culminating in his first marriage. His daily struggle with who he is is a major theme of these series. Context As stated in Wikipedia, the recurring themes in the show are sexism and adultery, alcoholism, identity, racism and smoking. They continue and indicate that “since its premiere, Mad Men has received great critical acclaim” (Wikipedia.com). An online article titled “Matthew Weiner on the creation of Mad Men,” by Neil Midgley quotes Weiner, the creator, saying: “The most stimulating thing, intellectually and creatively, about Mad Me… middle of paper…. .stories that show the hero “between love and duty” (Burke, 266). , 268-269.) Analysis It is important to discuss how Tony Watson (2011) emphasized “identity work.” Watson states: “This incorporates a clear analytical distinction between internal personal “self-identities.” “external discursive, with social identities seen as a link or bridge between socially available discourses and self-identities” (2011), discusses how managers, in the field of work, identify with “multiplicity.” of social identities” (Watson, 2011). Hence Don Draper's lifestyle. Conclusion (so what is he doing) People behave "perfectly" in outdoor jobs, but in reality they are also facing a crisis of self-identification.