(1) MAD (1952 – PRESENT)

 

What, me worry?

Ah – Alfred E. Neuman with his iconic gap tooth grin and catchphrase as Mad Magazine’s fictional mascot and cover boy. According to Wikipedia, he actually preceded Mad as a visual image in advertisements and a presidential campaign postcard for Roosevelt, although the magazine named him and converted his original appearance as an idiotic figure to a more mischievous devil-may-care trickster – “someone who can maintain a sense of humor while the world is collapsing around him”. Amusingly – given his origins from a presidential campaign postcard – Mad Magazine has proffered him periodically as a joke presidential candidate from 1956 onwards with the slogan “You could do a lot worse…and always have!”

I was raised on Mad. Indeed, it was hereditary – I inherited it from my mother, who had classic collections of Mad from when she was a teenager and passed them on to me when I was a teenager. (I’m not too sure her parents – my grandparents – were impressed by this subversive publication – they were pretty straightlaced). And it has been a huge influence on my sense of humor and worldview ever since, mirroring its wider influence on parody and satire in popular culture. If you want to understand me, know that Mad Magazine is etched deep within my psyche (paired with Catch-22 and as part of an eclectic kaleidoscope with The Devil’s Dictionary and TV Tropes):

 

The film and television parodies – particularly as drawn by Mort Drucker, possibly the finest caricaturist ever (sadly passed away on 9 April 2020).

 

Spy vs Spy! Featuring the titular literal black and white Cold War-eque spies (drawn as, ah, bird-like people things?) outwitting each other with traps within traps

 

Don Martin – Mad’s Maddest Artist! And his recurring Fonebone character!

 

Dan Berg and his “The Lighter Side of” slice of life cartoons!

 

Sergio Aragones – with his “A Mad Look At’ recurring features and his marginal doodles (or “Drawn Out Dramas”)!

 

The classic Mad Fold-Ins!

 

And so on. Nothing was sacred for Mad’s subversive satire and sense of humor – sacred cows make the best hamburger – “Mad’s satiric net was cast wide. The magazine often featured parodies of ongoing American culture, including advertising campaigns, the nuclear family, the media, big business, education and publishing. In the 1960s and beyond, it satirized such burgeoning topics as the sexual revolution, hippies, the generation gap, psychoanalysis, gun politics, pollution, the Vietnam War and recreational drug use”.

Robert Boyd from the Los Angeles Times summed up Mad Magazine for me as well as himself and other fans, with the apt line “All I really need to know I learned from Mad magazine” – “Plenty of it went right over my head, of course, but that’s part of what made it attractive and valuable. Things that go over your head can make you raise your head a little higher. The magazine instilled in me a habit of mind, a way of thinking about a world rife with false fronts, small print, deceptive ads, booby traps, treacherous language, double standards, half truths, subliminal pitches and product placements; it warned me that I was often merely the target of people who claimed to be my friend; it prompted me to mistrust authority, to read between the lines, to take nothing at face value, to see patterns in the often shoddy construction of movies and TV shows; and it got me to think critically in a way that few actual humans charged with my care ever bothered to.”

And it forever tainted the way I view films and television – much as it did critic Roger Ebert:

“I learned to be a movie critic by reading Mad magazine … Mad’s parodies made me aware of the machine inside the skin—of the way a movie might look original on the outside, while inside it was just recycling the same old dumb formulas. I did not read the magazine, I plundered it for clues to the universe”.

 

RATING: 5 STARS*****

S-TIER (GOD-TIER)