Our society relies heavily on medication to eliminate any physiological and mental abnormalities. Medicalization allows us to use medication to control body processes and our behavior. Medicalization gives individuals explanations for their behaviors and a biomedical solution to their problems. Biomedicalization provides new technologies that correct abnormalities and features of the body. Medicalization and biomedicalization reveals how much emphasis our society place on being normal. Normal is defined by our cultural beliefs and social norms. In lecture 2, a prosthetic arm was an example of biomedicalization. Normal individuals are more likely to succeed and be accepted by our society.
I chose to analyze an advertisement for clearsil, which is medication used to treat acne. The main setting was school, which indicates that the advertisement is targeting teenagers. The advertisement utilized a protagonist and antagonist like the advertisements of the different birth controls in the menstruation video.The commercial began with a teenager complaining about acne to his friend at school. Then, his friend presented clearsil as a fast solution to his acne problem. The teenager suffering from acne questioned how fast clearsil eliminates acne, which caused his friend to compare the speed of clearsil to an airplane and truck. The advertisement used a sound that depicted a fast moving object. At the end of the commercial, the teenager’s acne was gone and he was socializing with friends at school, which shows how our society view acne as an inconvenience and affecting our social life. Also, a woman informs the audience that clearsil sends the maximum amount of medicine deep into your pores and guarantees visible clearance of skin in as little as 12 hours indicating that our society believe that more medicine solve problems faster. The woman referred to clearsil as the science of clearer skin depicting how much our society trust science.