Viagra, Botox and
Social Constraints
Pfizer makes Viagra, an erectile
dysfunction medication for men. This is not an over the counter (OTC)
medication, but it is prescribed by doctors for men who have trouble with
erectile dysfunction. This medication has been very popular for around 13 years
now and since its inception has gained tremendous popularity with men over 50 years
of age. Since it came on the market many other similar medications have followed
that are similar in nature, but Viagra is the first and most widely used today.
The advertising and marketing of Viagra is targeted toward men. Advertisements
show strong, seemingly successful, healthy men promoting the product Images are
of masculine, good looking men in their 50’s, dressed in business suits or nice
casual attire ("Viagra," ). They are usually White or African
American men and I don’t think I’ve ever seen any other races or ethnic groups
in these ads. On Viagra’s website the description of erectile dysfunction lists
the problems and builds the fear of not being able to perform with a woman.
Specifically it states erectile dysfunction is when a man has difficulty
getting an erection or keeping it long enough for sex. In the ads most of the
men look to be either middle or upper class in society, nicely dressed and sometimes
the outdoors type. They look strong and powerful and as in one ad, “in charge”
of their life. When it comes to social constraints I think normally in our
society we think of older men in the later years (65+) as not having sex at all
or at least very little and not being concerned with it. At least that’s the
way it was seen for years. However, now it seems to be saying that men and
women in their later stages of life do want to have sex and have it on a
regular basis. There’s even a pill similar to Viagra and it’s taken daily. This
is breaking the old idea that sex is for the young. Another social constraint
is that people just didn’t use to talk about things like this in public and we
never saw it on TV. It wasn’t acceptable. That has certainly changed and advertisements
like these are all over the media. Talking about these things is not taboo any
longer.
Botox use
on wrinkles was first documented by a plastic surgeon in California in 1989. Cosmetic
use of botulinum toxin type A has become popular with celebrities who view it
as less intrusive and/or artificial than other types of plastic surgery. The
results of cosmetic procedures vary but can last up to eight months ("Botulinum
toxin,”). On the website advertising and marketing is targeted toward women. Images
show nicely dressed, beautiful, happy, confident women who are smiling ("Botox
cosmetic home,”). The images of most of the women look to be in their 40’s, and
all who appear in the forefront of the advertising are White American women. On
one page they show before and after photos of women who have taken the
treatment. On that page there are many photos and the majority are women, but
there are couple of men. Most are White women, but I did see one African
American women. In the majority of the ads the women all appear to be middle or
upper class. On the webpage “About Botox”, it lists some reasons why you might
want to have it. It specifically mentions you might want to have it if you look
“tired or unapproachable”, which I see as reaching out to women’s fears. When
it comes to social constraints I use to think that our society forbid things
like plastic surgery and treatments like Botox strictly for the purpose of
vanity and we never use to see it advertised on TV. Plastic surgery use to be for
people that needed it, say if a person was disfigured in a car accident, but
it’s not that way anymore. It’s
acceptable today to see ads like these in all the media. These ads appeal to a
person’s vanity and that’s okay today. It’s perfectly acceptable for women and
men to talk about these issues openly. Today, people don’t hide the fact
they’re considering Botox and people are less likely today to hide the fact
that they had the procedure . Also, our society used to think of signs of aging,
like wrinkles, as a natural progression and a sign of wisdom, but now people
have Botox to remove those signs of aging. In the ads it’s promoted that if you
want to be successful you have to look good, either handsome if you are a man,
or young and beautiful if you’re a women. I can also see that our society used
to believe that when a person ages, looks should be less important. When you got older you were expected to slow
down and stay at home. However, our human lifespan is increasing, our health is
better and age is not a constraint like it used to be. As people age, they are
more active today than ever before and they care about physical appearances.
Whether
it’s bold advertising on television about erectile dysfunction or talking
openly with friends about removing wrinkles with Botox, social constraints have
loosened.
References
Botox cosmetic home page. (n.d.). Retrieved from http://www.botoxcosmetic.com/home.aspx
Botulinum toxin. (n.d.). Retrieved from http://en.wikipedia.org/wiki/Botulinum_toxin
Viagra. (n.d.). Retrieved from http://www.viagra.com