Pete Campbell shows his upstart tendencies early on in season one when he takes that supremely German woman’s research out of Don’s trash to try to impress the Lucky Strike executives. Not surprisingly, the research is uber-Freudian in nature, discussing the controversial “death wish” theory.

Freud posited that, after World War One, people’s desire to live was counterbalanced by a sublimated aggressive streak, known colloquially as the death instinct. This instinct stemmed from a form of masochism, a wish to destroy the corporeal body.

Our German lady thinks maybe this can hoity-toity up the Lucky Strike advertising! Don disagrees, because — well because you try to peddle some of that European fancy talk on a farm hand like Don and you know he is NOT IMPRESSED. Pete, on the other hand, is looking forward to an age of counter-intuitive advertising (and relying a little bit on machismo), and applies the research to smoking; if they can’t say smoking is healthy anymore, maybe they should embrace the risks. Maybe a real man would like to destroy his lungs from the inside out! Or something. The idea is definitely raw, and the Lees of Lucky Strike pretty much decide Pete’s a little crazy for even suggesting it.

Although Lee Jr. knows a little something about self-destructive urges, no?

• footnote - by Natasha Simons

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    my armchair psychology?

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