Further to Archetype:

Joe, just to begin the exploration, Mad Men makes frequent use of doubling, most obviously in Don Draper’s dual identity. And in the early episodes we see him in the contrasting worlds of Madison Avenue and the Bohemian Village, and with an artist lover in the city and a family in the country. Then the show really gets into the Rebecca-Rowena pairing with the blonde Grace Kelly-like stay at home wife and the dark-haired Jewish businesswoman lover.